Game Of Phones: Apple Vs. Google Vs. Microsoft Define Next Decade

First, Microsoft becomes a vertically integrated device company with the capability to design everything about its mobile products from the operating system to how the hardware looks and runs, along with the manufacturing chops to build and distribute those devices itself. Microsoft didn’t just buy an existing unit and the sales that go with it, but an entire operation that it can integrate top to bottom.

Lumia 1020 with Samsung Galaxy S4 and Motorola Moto X This is just like Apple does with its iPhones and iPads. And like Google has started doing with Motorola and the Moto X smartphone. Nokia as part of Microsoft sets up a direct battle between the three computing giants that will dictate how gadgets are made, used and sold for the next decade. “This acquisition is a clear stepping stone in Microsoft's transition from a software company to a software-led multiproduct company,” said Forrester research analyst Ted Schadler in a blog post this morning. “Apple pioneered the model of vertical integration in devices: device+software+services. Google quickly mastered it. Microsoft has now proven that it is willing and able to make the tough decisions to make a vertically integrated product a cornerstone of its business model.”