Incumbent users are individuals or organizations that currently use a specific product or service. They have established relationships with the provider and are familiar with the features and benefits of what they are using. This group often has a vested interest in maintaining their current solutions due to the investment of time and resources. In many cases, incumbent users may resist change, as switching to a new product or service can involve risks and uncertainties. They may also have loyalty to the brand or provider, which can influence their decision-making when considering alternatives or upgrades.