first mover ˌfirst ˈmover noun [countable]
MARKETING a company that is the first to sell a new product or provide a new service, when there are no other competing companies:
• The first mover can end up being a big loser if the companies who follow them into the market get it right.
* * *
first mover UK US noun [C]
► MARKETING a company that is the first to introduce a new product, service, or technology: »
They got to where they are today by being first movers, and by running fast enough to keep ahead.
Financial and business terms. 2012.