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Arthur Robinson, if I may answer this, the simple answer is there wasn't enough sustained volume of matters.

The longer version is the big players over estimated the domestic legal service buyers willingness to buy 'branded' legal services when pitched against the incumbent 'inertia purchase' by recommendation. The big players 'build it and they will come' position couldn't break into the 'recommendation' market with enough volume.

As others have mentioned here, 'it's a long game' in all the consumer service segments (except PI) and the big players needed volume of matters quickly. This takes us back to the 'demand side' not having changed much yet in the domestic market. A point to remember is that marketing management needs to be applied carefully to individual service markets, the clients for those services against the alternatives services offered by others.

I'd be interested to hear if Jo Reevey has other ideas. Over to Jo...