The internet is becoming an operating system that manages access by mobile devices to cloud subsystems ranging from computation, storage, and communications to location, identity, social graph, search, and payment. There are five main competing contenders: Amazon, Apple, Facebook, Google and Microsoft. Those 'big five' all have credible platforms with strong developer eco systems.
In the unfolding marketing eco system, the key question is
Will a single company put together a single, vertically-integrated platform? Or will we see services from multiple providers horizontally integrated via open standards?
In the short term, we'll see heightened competition, shifting alliances, and a wave of innovation, as companies fight for advantage in delivering next generation applications, and then use those applications to drive adoption of their respective platforms.
How long will it take before the big five (Apple, Google, Microsoft, Amazon and Facebook) will realize that it is in their interest to work together.....and make a start to adopt the horizontal, open strategy? And, last but not least, what will be the unique 'added value role' of the 'other' media companies, on top of the building blocks of the big five?'
David de Boer, Head of Marketing Intelligence Sales, Sanoma
(Source: Tim O'Reilly, State of the internet Operating System, part 1 and part 2)
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