Clash of the Titans: Platform Wars.
July 16th 2010 14:17
Every major player in the tech world wants to build the great platform, what’s new here is that its possible for any of them to succeed Apple, Google, Microsoft, Samsung and Nokia all want t build the next great platform. In many ways these companies are technology’s standard bearers, though their guiding philosophies different Google advocates on open web and tend to push for open standards and alliances among developers. No company on Earth has done a better job of aligning its business plan with the web, earning Google its massive $178 B market cap. Its project is built to be hacked, making it a favorite of developers, a $6 B war chest gives the company plenty of room to experiment. Apple sets a dazzling new standard for innovation and mass appeal, no one knows more about making technology that delights consumers. Apple not only has upstaged the likes of Microsoft or Sony but has set gold standard for corporate America with an entirely new business model creating a brand name morphing it, and reincarnating it to thrive in a disruptive age. And then there’s Samsung, one of the most innovative, respected feared and profitable player in the consumer electronics and semiconductor business. Another one is the Seattle based behemoth Microsoft Corp., the world’s largest company. The software company was widely known for its big bang roll out, it also known for teasing the public about its next big thing, and was pretty good at controlling the media and public. Finally there’s Nokia, the Finnish company best known for its industry leading mobile phones. Nokia has already sets the global standard for wireless ecosystem. It’s the world’s largest mobile phone maker, it’s still own the market leading mobile OS-Symbian. Nokia still hold a major market share of the wireless industry. Almost everything Nokia makes transcends gender, geography, age, culture and even race.
Mobile OS introductions from Apple, Google, Microsoft Samsung and Nokia makes crowded mobile market a tough place for business. With these announcements and the emergence of a fierce battle to become the leading mobile OS platform it’s clear that platform is back in full force. I strongly believe that the platform war has just started to heats up and morphed into a much greater battle, something big and bloody! Companies are planning their own battle plan and preparing for battle. The chase is on, the stake is high, and the battle is all about one thing – mobile platform supremacy. Who will win the platform war? Mobile platforms have emerged as dominant players and we are rapidly witnessing the expanding demand for development resources once again. It’s a cold war out there, and what keeps the peace is the threat of mutually assured destruction: Armageddon- an unending series of attack and counterattack among those companies. As the confrontation among these companies intensifies and becomes fierce, mobile space going to be the terrain on which a big piece of the war’s going to be fought. Waterloo is here. The stage is set for what is shaping up as one of the greatest battle of all time and probably the fiercest ever; Clash of the Titans: Platform wars. The stakes are high up for grabs are not only ad buys and devices worth billions of dollars but also the platform that will control and dominate the entire mobile space business. The winners of the platform wars stand to make billions selling devices, selling services and even advertising. Yet the outcome here is far more important than who makes the most money. The future of mobile phone technology how we get information, how we communicate and most important, who control it- is at stake.
The word “platform” reached buzzword status years ago when Apple CEO Steve Jobs announced the start of a new mobile revolution- Steve Jobs introduced to the world the iPhone platform. Apple thinks it has the world’s greatest mobile platform. Apple is more than just company that makes computers, gadgets and software- it’s a game changing free radical that manifests in multiple dimensions. The iPhone has taken the mobile space by storm, it created tons of buzz in the blogosphere. No one expect that Apple would enter the mobile space business. The arrival of this unexpected guest (Apple) has completely changed the rule of the game; Apple introduced something new to the market, a completely different kind of mobile phone, reshaping the market entirely. The iPhone represents an entirely new computing platform- a platform that just so happens to offer powerful, novel and endless opportunities for computing. Thanks to its SDk and Apps Store offerings, the iPhone has emerged as a transformative product. The combination of a great device, a great software stack and development tools and the Apps Store is like the stars aligning. It’s really driving the rest of the market to chase Apple. At Apple every endeavor is a moon shot. Sometimes the company misses, but the success is huge. Ownership of its operating system gives Apple an unusual degree of control over its ability to design, change and adapt. The iPhone platform was a great engineering challenge for Apple. Nobody had ever thought about putting operating system as sophisticated as OS X inside a phone, a great phone that everyone will fall in love. The iPhone platform sets a dazzling standard new standard for innovation and mass appeal. Apple great skill has always been integrating cutting edge technology and making it accessible (take a look at iPad) Apple’s genius was finding and repacking them, making the technology work to delight the masses. I believe that iPhone will absolutely be the driver of the post PC world. And then there’s the Apps Store, which played a crucial strategic role in iPhone existence. Apple’s Apps Store provides innovative power and one of the driving forces behind iPhone’s mainstream buzz. If there’s one thing we’re learned from the Apps Store, it’s that Apple brings out the best in its developers, they’re given developers, and they’re given us the right tools. Today as part of iPhone 4 and its own SDK, developers have at their disposal a grand new set of APIs. Apple is working hard on making the iPhone a true laptop replacement especially with the release of the highly controversial iPhone 4. The new iPhone version is awesome; it will provide us with everything we want where we can turn our iPhone into a pocket sized Mac that can help u stay connected and get work done on the go. If we take a look at so many of the constrains that have hold back the mobile ecosystem, Apple did a great job here, it basically takes all of those away and provides an open platform, a great device and user base that’s rabid for those new kinds of apps.
Yet again Google, which is fighting the platform wars on multiple fronts, could be Apple’s fiercest competition. It’s leading a massive coalition, it so big and pretty scary. Its primary objective to build an operating system called Android, which will work in the next generation cell phones as well as other consumer devices. The Google built consortium Open Handset Consortium has 34 members- big industry players like mobile phone carriers as well as handset makers, including Motorola, LG Electronics, Samsung, China Mobil, sprint, Nextel and T-Mobile. Google’s Android platform is so huge that it could actually dwarf Apple or everyone else. Right now we are already seeing the rapid adoption of Google’s Android platform it still preferred OS among OEM. Can Google beat Apple? If Google succeed, the Android and not the iPhone platform will be the one to rule the wireless market. Google which makes its money on a free and open web was not happy for what Apple really doing. Google’s Android now powered millions of Smartphone from brands like HTC, Motorola and Samsung. Of course, Google has direct competition here, it waging a brutal war on two fronts first against Apple and second against many laser focused competitors. It’s a bold push and a deep plunge into enemy’s territory.
Google isn’t the only company angling for a piece of the mobile space, there’s a shadow hanging over Android, it’s quite big and with a good reputation, it’s being cast by Microsoft Corp. The Redmond based Microsoft is the world’s largest software company weighing at $ 327 B it’s a beast ready to rumble in the tech world (Remember Microsoft $44.6 hostile takeover bid for Yahoo) it has a formidable resources and deep pockets and best of all it was well prepared to fight anyone, anytime and anywhere. For Microsoft, mobile space supremacy is a major prize for a goliath that wants to build an empire with major users, sizable revenues. Microsoft thinks that competition like Apple or Nokia couldn’t last because of the sheer expense of competing against some of the world’s fiercest competitors. For Microsoft mobile platform is the new economic engine. Microsoft believe that the huge amount of money and resources needed to build a mobile OS platform and it’s infrastructure will be a major barrier limiting the number of players in the mobile space. The companies that could build a viable technology like the mobile space OS platform are the companies that have both the will and the capacity to invest staggering billions. Who has the will and the capacity? Google cold do it, but do they have the stuff to use it for? Microsoft will have a very large number of applications to make the investments justified. The software company has already vowed to keep investing $9 B plus in R & D9 that will include the mobile OS development) it will increase spending on partner support, and most of all it will keep fighting competitors. The software stalwart has surely disrupted many markets from browsers to console games by offering fresh perspective. Microsoft has launched products against entrenched incumbents in console games, browsers and email only to become a market leader or a major player. In the face of slowing PC sales, fierce competition and economic downturn, Microsoft is still a juggernaut. Its dominance in Windows and Office funds experimental forays in areas such as mobile platform development. Recently Microsoft unveiled the Windows Phone 7 Series, it’s the newest weapon on it arsenal and sure to go down as the technology launch of the year. I’m sure critic love it and they are ready to buy. I’m pretty excited about this, I’ll think that this version of Windows Mobile is a winner, it’s a great product. Microsoft has done its best. It could be the shot in the arm the entire tech sector has been waiting for. At platform war Microsoft has an upper hand; the company has an array of war machines designed specifically for fierce battle like platform wars. Microsoft got leverage here, all the software company need is a killer salvo, one massive strike! It has the birthright to lead the pack; Microsoft got more technology, and got more experience. It has huge built in advantages because it has far the most experience with platform, has been working for more than a decade on its Windows Mobile platform for handheld computers and smart phones. And then there’s the launch of Windows Marketplace for Microsoft’s Windows Mobile platform. The company knows that to able to win the war then it must first win the heart and minds of the third party developers who played a key role in platform success (Take a look at Facebook’s breakaway success, developers played a major role.) Third party developers played a crucial strategic role in platform; Microsoft must have a strong partnership with these developers. This is all about platform survivability and alliances are badly needed. To spark development Microsoft has offered developer contest, what Microsoft really wants is to convince the developer’s community that Windows platform is a much better platform. Microsoft is working very hard to create a new experience for mobile users and developers alike. Microsoft has just started to move troops into frontline preparing for battle, in an effort to bolster its presence in the mobile space Microsoft has already announced the launch of Windows Marketplace Center, a section of application store dedicated to business oriented applications. Its timing is good because its could create a contrast with the more consumer focused Apple platform and guess what we got good news here; there are few business people out there who remains loyal to BlackBerry’s AppWorld. That’s mean that Microsoft is close enough to steal the market from competitors. The company was quite serious and highly determine in chasing the mobile platform market.
Looking ahead, it’s easy to list threats, though must come with countermeasures (Microsoft’s war machine was designed to wage this kind of battle). What about the rise of a hungry new competitor like the Asian tiger. I’m talking about a new kid on the block; this one could spell trouble for anyone out there. An Asian tiger on prowl on mobile platform- Samsung. Samsung Electronics Co. Ltd., a leading mobile phone provider, has already announced the commercial availability of the Samsung Wave, the Wave is the first Smartphone based on Samsung’s new, open Smartphone platform, Samsung Bada – The next wave of the mobile industry and is the cornerstone of the company’s commitment to Smartphone democratization. The Samsung Wave represents Samsung’s strategy to deliver rich, exciting Smartphone experiences to everyone
Samsung’s mobile ecosystem enables developers to create applications for millions of new Samsung mobile phones, and consumers to enjoy a fun and diverse mobile experience. In order to build a rich Smartphone experience accessible to a wider range of consumers across the world, Samsung brings Bada, a new platform with a variety of mobile applications and content. Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of two business units: Digital Media & Communications and Device Solutions. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs.
One of the most innovative respected and feared company, Samsung has an awesome track records and a very fearsome reputation for being a tough competitors. Samsung has already proved itself as a market leader in global market. Samsung has already dethroned or just simply blew away Sony as the world leader in the highly lucrative consumer electronics market. Samsung has long modeled itself on Sony, which in 1959 was already a global brand when Samsung was startup in a Quionset hut. The 2010 could be Samsung year, the company is doing great and has finally revealed its ambition to enter the mobile platform business- its weapon of choice the much anticipated Samsung’s Bada platform. I believe that Samsung’s Bada platform will going to thrive and propagate. Well this could only a part of a much bigger Samsung’s mobile strategy, a much bigger salvo is still to come, and the company is still formulating its war plan. Rivals may profess great goals but none has executed the plan as single mindedly as Samsung. Its main philosophy is simple. Be the first to get innovative products to market, adapt quickly and quality first and don’t enter new markets or product unless there’s a real chance to become no.1 or earn the company a growing profit. That’s kind of philosophy and discipline has put Samsung on the top of the game. Samsung has already won more Industrial Design Excellence Awards than any European or US company. Since 2000 the only company to equal Samsung’s total number of major design awards is rival Apple. These days Samsung placing its own weight and R & D money on the wireless technology, Samsung has been eyeing the mobile space and has plans to challenge Nokia and move aggressively into mobile platform where Apple is dominant, but that would also mean on taking on Microsoft or Google, which has its own aspirations to steal Apple’s business. For Samsung the race for survival in this world is not to the strongest but to the most adaptive. This mean that Samsung must able to face the growing threats and challenges that might loom ahead. Samsung lagged behind, its competitors got huge head start, it also lacks alliances with third party developers (a crucial tools in platform wars), that comes the real pains. Samsung lacks experience when it comes to platform. The company that has the strongest grips on developers will have the biggest chance of winning the platform war, but its going to be long and brutal kind of war. Right now Samsung was completely surrounded by powerful enemies (bunch of hungry wolves waiting to attack its prey) armed with sophisticated weapons capable of knocking out Samsung’s Bada platform. The Asian company is now under siege, it’s taking heavy fire coming from everywhere. The company has no choice but to wage war on multiple fronts.
Finally there’s Nokia, the market leading mobile maker is readying a massive counterattack. It will not going to go down without a good fight! Nokia and Intel are joining forces to produce Smartphone software that they hope will challenge the dominance of Apple and Google. Nokia has just joined forces with chipmaker Intel in an effort to build something new, a whole new kind of platform-MeeGo. The new platform, MeeGo, is born from the embers of Maemo, the Linux-based platform used by Nokia's flagship N900 device, and Intel's Moblin operating system, designed for use on internet-enabled devices. Nokia said that the new operating system would co-exist alongside its other preferred platform, Symbian, and would open up dozens of new devices to application developers. The MeeGo-based platform is specifically designed to enable the application and services ecosystem for these mobile, rich internet and media-centric devices. Intel will hope that the partnership deal boosts its chances of getting its chips inside Nokia handsets. Despite growing competition from rivals such as Apple and Google, which makes the Android operating system, Nokia still accounts for 40 per cent of the global mobile phone market. This deal makes perfect sense and gives Nokia and Intel a better weapon to fight Android with a platform that goes across devices, making it more attractive to developers. The combination of both companies are awesome, the world’s largest phone maker and the world class engineering power of Intel. The Finnish is really in bad shape and a partnership is badly needed. Nokia’s business is under siege, it core business is deteriorating, its losing grounds to its competitors. Nokia is already locked in combat to some of the world’s most ferocious competitors. The competition that Nokia has faced in the early years of the mobile world are getting bigger and battle hardened from winning the tech boom and surviving in the economic slump. Nokia need help to stay in the market. It really needs allies, that Nokia-Intel collaboration will provide resources to build a new type of weapon. Will Nokia maintain its winning streak? Nokia’s business is under siege attacking from US are some of the most powerful companies in the planet-Google, Apple, Microsoft, the reinvigorated Motorola and from Asia comes an unexpected rival- Samsung. All of these companies are preparing to wage, they will bring their arsenal to the frontline.
Who will win the platform wars? While this battle will continue to play out over the next year, it’s clear that these companies have their sight on each other. The only question that it leaves me asking is: What are they missing while they are competing against each other?
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