This study aims to build competitive advantage by late comer. Adapting new paradigm of digitalization, Lotte.com boldly initiated new strategy of reintermediation in tourism industry. New competitive weapon for market such as e-transformation of market structure and processes demonstrated successful result even in the intangible products market. Moreover, labor intensive industry character was also shifted into the technology intensive such as re-intermediation and click-n-mortar. The international joint venture in service industry was also newly introduced in the market. The study will give some knowledge about e-transformation in service industry and possible outcome of competition structure by international joint venture.