The Battle Between Apple, Microsoft and Google: Strategic Lessons from a Converging Internet Industry 2000-2010 Case study Reference no 310-245-1 This case was written by Markus Schimmer, Professor Dr. Günter Müller-Stewens and Peder Sponland, University of St Gallen. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources. © 2010, University of St. Gallen No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission of the copyright owner. Distributed by ecch, UK and USA North America Rest of the world www.ecch.com t +1 781 239 5884 t +44 (0)1234 750903 ecch the case for learning All rights reserved f +1 781 239 5885 f +44 (0)1234 751125 Printed in UK and USA e
[email protected] e
[email protected] 310-245-1 Introduction Fromthefirstdiscussionsofa“galacticnetwork”in1962,theInternethasdevelopedintoan= enormous=informationinfrastructure.=Whileithasinitiallybeena=governmental=researchtool,=itsfull publicaccessin1994propelledthenetworkintoaglobalculturalphenomenon.Fouryearsafterits publicinitiation,alreadymorethan50millionprivate=userswere=online,followedbyanunlikelarger= numberintheyearsthereafter.Withabout2=billionusersin2009,theInternethasalsogrownintoan= own global economy of unprecedented= size. This new economy is driven by a relentless force of technologicalandconceptualinnovationsstemmingfromaninnumerablenumberofpartiesscattered=