The document discusses the battle between Apple, Google, and Microsoft to dominate the internet experience through mobile computing. It provides details on each company's business model, core business, hardware/software offerings, and revenues. Google's business model focuses on low-cost hardware and generating revenue through ads. Apple emphasizes proprietary hardware and software. Microsoft is expanding into both areas. The rise of mobile applications and app stores is critical to their success. Whoever can establish the leading platform and ecosystem may prevail long-term in shaping users' internet experience.

1. APPLE,GOOGLE ,AND MICROSOFT BATTLE
FOR YOUR INTERNET EXPERIENCE
Prepared by:
Ismail Bin Mahedin (P13D122P)
Samat Haron Bin Joll (P13D123P)
Hjh Sulzarina Bt Hj. Mohamed (P13D119P)
Dayang Suhana Bt Awang Bujang (P13D152P)

2. APPLE,GOOGLE ,AND MICROSOFT BATTLE
FOR YOUR INTERNET EXPERIENCE

3. APPLE GOOGLE MICROSOFT
MARKET $ 230 BN $ 140 BN $ 210 BN
REVENUE $ 42.9BN $23.7bn $58.4BN
CORE BUSINESS UX ADVERTISING SOFTWARE
HARDWARE
IPHONE
IPAD
-PHONE
-GOOGLE TV
- MOBILE
COMPUTING
- SMART PHONE
SOFTWARE NAVIGATOR GOOGLE CHROME - MICROSOFT OFFICE
CONTENT
- MUSIC
- ibooks

4. GOOGLE VS APPLE APPLE VS MICROSOFT
Friends against Microsoft
PC
Enemy for mobile phone
and apps
Plain enemies in a variety
of battles
Friends against google
in search and ads
Enemies in mobile and
market place
Plain enemies in a
variety of battles

5. Q 1 :Compare the business
model(BM) and area of
strenght of Apple,Google and
Microsoft

6. Apple Business Model
It has the basis of creating a very strong hardware base for the
internet future and thus logically they play their role in this battle
by laying emphasis on the hardware that facilitates mobile
computing. Apple has gone into the stance that applications, one
of the major earners for tablet and phone manufacturers, should
be device restricted. For example, one application should be
unique to the brand of the device and should be allowed to
function in another device from another separate brand. They even
stopped Google in its plans to allow Google applications to work
on Apple products. Thus by doing this Apple is trying to capitalize
on their loyal customer base and create a Apple weds Apple
scenario.

7. GOOGLE
Google is the believer in the concept that in the future the
devices used to run the applications and other internet options
should be a fraction of what they are being charged now and
instead the revenues generated should be from the in-app
advertisements. Google even bought AdMob, an application
advertisements development company, to work on such a
concept. This future, Google and Microsoft have tried their
hand at going hardware friendly but they still do not put the
same emphasis on the hardware as Apple.

8. MICROSOFT
Microsoft has laid its bet on the operating system on which the
mobile computing devices shall run. Microsoft also has
announced plans to develop the hardware for mobile computing,
something it has not done so far, and thus has entered into the
field of both Google and Apple. By integrating the hardware and
software deal Microsoft has actually change the dynamics of the
whole market. And this can be problem some for Google and
Apple as they shall have to change their own perspective and
outlook towards the level of competition that they shall have to
face in the coming years in mobile computing.

9. Question 2
Why is mobile computing so important to these three
firms? Evaluate the mobile platform offerings of each firm.
Answer
Mobile computing is basically doing the activities which involve
internet without being fixed to a particular place. The importance
of mobile computing for all the three mentioned firms which is
Apple , Google and Microsoft as it is the future of the internet
technology and for these firms to flourish and expand they need to
be very effective with mobile computing.

10. APPLE: The mobile platform that Apple provides with its
products is “iOS” (Kevin K, 2012). This mobile platform is the
closed platform that is it is applicable for apple products and only
apple apps could work on this. Some of the remarkable features
amongst them are:
 There is an option over which you can reply later on the calls
which you can’t take immediately.
 Integration with the facebook over which you can share all you
iphone activities
 There is a passbook app through which you can use you iphone
as a credit card.
 There is also an upgradation of the apple maps app which is
very impressive.

11. GOOGLE: The mobile platform that Google provides is
“Android”. This mobile platform is a universal platform or
you can say it’s an open platform when compared to the
mobile platform offered by Apple. The latest version provided
by the Android software is the version 4.1 “jelly bean”
(Android, 2012). Some of the notable features of this version
are:
 A simple screen swipe would provide you with search
results related to Google.
 The voice recognition tool in this version would rub
offline.
 Another of the new feature is GOOGLE NOW in which
the preferences are chosen based on the data like the time
location and personal history and over this the search results
are provided

12. MICROSOFT
Microsoft is entering this market recently by launching
the tablet named “Surface tablet”. The mobile
platform that Microsoft is offering is the Windows
Phone 8(Kevin K, 2012). This operating system will be
compatible with the laptops and the desktops.
Some of the unique features of this operating system
are:
 Support dual core chips
 Support multiple screen resolution
 Provides advanced map technology
 Offers Passbook wallet.

13. Question 3
What is the significance of mobile application, app stores, and
closed versus open app standards to the success or failure of
mobile computing?
Answer
Any computer software that performs specific tasks is called
Applications (Bovee 2012, p 256). They can range from large
business computer programs such as “Sun Systems” for
processing large accounting problems to a simple program that
can be used to order something as simple as a pizza, in today’s
world applications have become a part and parcel of the day
today.

14. Today’s mobile and tablet users are becoming more and more
inclined towards a product which has more number of application
than the other product option. Although it can be said that such a
thing has happened because of the fact that the devices today have
become so specified that a certain range of products shall have the
same specs regardless of their make. This change can be
determined as a major shift in the consumer psyche and even the
big three have not underestimated this change.
The development of applications and software’s to match these
expectations is a task that all the companies in the fray to be the
leader in the mobile computing market, wither it be Apple, Google,
Microsoft or any other new player, shall have to look into great
detail and precision.

15. The importance of mobile applications can be justified
on this basis itself that Google has based their future
growth prediction on the very same. Mobile
applications have such a great scope of growth in the
future that they can one day eclipse the sales of the
hardware part of mobile computing and form a major
market themselves here players like Google and apple
shall have tough competition even from small fray
players if a common platform for application usage is
formed, the very same reason why Apple is resisting
Google’s repeated efforts for a common mobile
platform.

16. According to experts(Kevin, Timothy et.al) mobile
applications are even today a big part of the on the go access
market. Finish mobile giant Nokia too has a say in the
application future as it still has the lion’s share in the
applications that are used in its mobile phones, which in spite
of the recent drop are a very big number. Applications and
app stores are also being viewed as a source of major
entertainment by many users of mobile computing devices,
with games like angry birds and temple run taking the
market by storm it is very evident that applications and app
stores are a thing for the future.
Lastly it can be said that although all three firms have great
opportunity in the market which is still young and in its
infancy, the first mover shall have very definitive advantage
to take control of this veritable goldmine.

17. Question 4
Which company and business model do you think will prevail in this epic
struggle? Explain your answer.
Answer
Google: The search engine giant has a lot of positives going for it rather than
the negatives. The clear positives that can make it a winner are:
1.A well-established name is something which not a lot of players can boast of
but Google is one of them, although Apple and Microsoft have chartered
territories of their own but Google can fight them out both as an equal if not
better.
2.The Company has entered into all the three basic markets of mobile
computing including hardware, operating system and the application stores.
Their hardware is something which a few competitors can best , however the
Android operating system has taken the market by storm and the app store
which comes with it is a mean bully in itself (Android 2012)

18. 3.Google has also bet on of the most time relevant feature of the
mobile computing market, the App store, and this is the biggest
advantage which the Google business model gives it and makes it
the prime contender for the number one position. With
hundreds of applications already online and hundreds more in
the development stage Google has started to take a sort of lead
on the other players in the race to be number one. And this may
not be decisive right now but with Google’s recent acquisition of
application developers and their heavy R&D expenditure on the
same, it is just a matter of time before it will take out companies
like Apple and Microsoft. (Android 2012)

19. Although the Google bandwagon is on its way there are certain roadblocks
that it can face that can halt its march and some of them are:
1.The Google brand is big but it still lacks the appeal of an Apple product
and this many say is one of the most major difference between the two.
2.The Android system although perfected to a large extent still has a few
errors in the new versions that can hamper the growth of the operating
system and this where a competitor like Microsoft can prevail over the
Company
3.Lastly it can be said that Google’s move towards a common mobile
application platform can itself backfire and could increase competition from
local app players which can affect the overall profitability from this step.
Thus it can be said that Google does have a lot of positives that can help it in
the market and if it can take care of the negatives and maybe tweak the one
platform stance, it can just pull ahead of Apple and Microsoft in this battle of
the behemoths.

20. Question 5
What difference would it make to a business or to an
individual consumer if Apple, Google, or Microsoft dominated
the Internet experience? Explain your answer.
Answer
Consumers would be forced to buy only one product and use
only one service. They would create a monopoly and the positive
would be they would create a standard. This would affect
quality; prices would be as high as possible because they would
have no competition. No competition means nobody could force
a monopolist from the outside to improve products, diversify
rang or products and lower price. Right now it is too early to
tell who would dominate the internet experience but it is good to
have competition than just one market leader.

21. Thank you