How so? Apps. There once was a school of thought that said everything on the internet would work fine in a browser window. That was Google’s strategy for extending their search and advertising dominance to mobile devices. Apple created a better way.
To Which Class Do You Belong?
Google’s claim to fame is advertising. The company’s dominance in search has created a monstrous wealth. Search engine advertising worked well for Google in desktop and notebook computers.
That was then and this is now. The future is in handheld computing devices and Google’s old model is not as effective at generating searches, hits, eyeballs, or advertising.
Apple’s iPhone upset Google’s world, which could have sent the search giant into oblivion as apps began to reign supreme on mobile devices.
How often do you use Google to search while on your Mac or Windows PC? Often, right? Now, compare that effort with how often you use Google to search while on iPhone or iPad? It’s less, right?
That’s the danger of apps. Instead of using Google to search for everything, and expose our eyeballs to Google’s ads, we use apps instead. That means fewer eyeballs for Google’s advertising.
Is it any wonder that Google worked so hard to copy the iPhone and create a competing app store and a competing platform in Android OS? Google had no choice. It could not create the hardware, software, ecosystem with Apple’s famed panache, so Google had to steal to compete, and giveaway Android to remain relevant in the future.
Amazon’s story is a little different but with a similar strategy. The world’s largest online-only retailer is dominant but has yet to find a way to make enormous profits (like Apple or Google).
Handheld devices are content magnets and Amazon sells content (more of it than anyone else on the planet), so it made sense for Amazon to get into the mobile device business with the Kindle line.
Otherwise, Amazon was faced with a similar destiny to that of Google. Irrelevance as Apple could have dominated mobile devices and become the world’s largest content delivery system.
Amazon and Google had no choice but move their strategy for content onto mobile devices to compete with Apple. One notable difference between Apple and Google and Amazon is that Apple has a complete end-to-end ecosystem of the highest caliber.
It’s a class warfare of sorts.
While Google and Amazon treat the device user as a product (Google sells information to advertisers, Amazon sells more products to the user), Apple creates a Disney World-like ecosystem where privacy is protected, advertising is nominal and more interactive, and applications are the way to interact with the device.
Apple’s devices cost more and deliver higher quality and an improved user experience. Content on Apple’s mobile devices are consumed using applications (with an excellent in-app buyer experience). Google may have more Android OS users, but Apple’s revenue and profits dominant the industry.
Amazon and Google are desperate to remain relevant in the mobile device, post-PC era, and both struggle to make profits with their respective devices and platforms.
Apple’s class warfare strategy may not win the unit market share game, but when it comes to the riches of revenue and profits, Apple is in a class of its own. But, how do you explain Lies, Damned Lies, And Statistics: How Apple And The iPad Caused Windows PC Market Share To Crash?