I posted it before, and I'll post it again, "We expect that the competition will react to our market entry, and we want to leapfrog ourselves before they do."
Yes, you may have done some great work in 2011, but, if you're any good at all, your competition has been studying you. They're trying to hold you down, or they're trying to catch up and surpass you. Either way, try surprising them by moving way faster than expected. Make your jump, then make another big jump.
After all, you're in it to win it, right?