News came out a couple of weeks back about Apple and Microsoft possibly entering into a wedlock. Wow, that will be something to watch and watching most closely will be Google.
Three big technological competing companies, all entering into different arrangements to be the bigger one by taking the help of each other. Apple wanted Google as the default search engine, maps application and video content for its revolutionary iPhone. Google needed that alliance to push for more advertising revenues from search. Microsoft was sitting in a corner and wondering what to do. They came out with Bing, although it did not get a lot of traction. Meanwhile Google decided to enter the hugely popular mobile market. Not only did they come out with an open-source operating system(Android) for mobile devices, they launched their own mobile phone - Nexus One. Apple sees it as a big threat to their iPhone market. Seriously its Nexus One that can really disrupt iPhone's success. Apple has also realized that it has been making Google richer by continuing with them for the iPhone's search tool. They plan to put a stop on this revenue channel by dumping Google and shaking hands with their traditional rival Microsoft and use Bing as their default search engine. Good news for Microsoft. However, it still needs to be seen whether Bing will be popular among users. Till date, it has only been able to capture 6%-7% of web search market. This alliance might be a good test to judge Microsoft's search capabilities.
Among all this dynamics, one thing that should not be forgotten by these companies is that their rivalry should not affect their users, any wrong move and we, the users would migrate.
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