Case Study: Google, Apple, and Microsoft Struggle for Your Internet Experience

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Executive Summary This assignment discusses the case study examining the battle among Apple, Google and Microsoft for supremacy of the Internet. 1. Compare the business models and areas of strength of Apple, Google and Microsoft. Apple, Google and Microsoft each have different business models and different areas of strength. Apple relies on proprietary standards for their hardware, software and service product offerings, allowing Apple to control which services can be made available via their phones and the apps are available via their App Store. This also allows them to limit which apps are allowed for sale, thus locking out their competitors from Apple’s customers. For example, Apple disallowed a Google Voice voicemail management program app for the iPhone, citing privacy concerns with the app. On the positive side, however, retaining such control also ensures a level of app quality by enforcing design standards that make the user experience familiar no matter what Apple device the app is being used with. This symbiotic relationship between the App Store and the devices that can access the App Store has driven Apple’s growth and success thus far and is the core of Apple’s mobile app dominance. Apple’s dominant position in the phone market has recently been challenged by Samsung, which shipped more smart phones than Apple by a 2-1 margin in Q3 of 2012. (Reisinger). Samsung’s phones are powered by Google’s Android mobile operating system and present a threat to Apple’s dominance going forward. Microsoft’s business model is also based on proprietary operating system and productivity software, but they are attempting to move toward more open standards as they try to migrate their products to the Internet. Although their Office productivity software is ubiquitous in its use on desktop PCs, they are challenged by similar software on the internet that is offered by

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