Google, Microsoft or Apple: What will be the next king of software?

In the 80, the war was for control software of computers. And finally prevailed and prevails Microsoft. The race today went to cellular and emerging digital tablets.
This is a critical fight to impose the dominant operating system, heart and soul of these devices, including giants like Google, Apple, RIM (BlackBerry) and Microsoft.
The winner takes it all, or almost.
In the case of PC, Microsoft was able to devote to their operating systems (DOS first and then the famous Windows) in the standard platform until today, from which he built an empire. This new chapter may end up different, because there are so many that attempt to replicate the formula as those trying to avoid it.
There are several players who punched a point, but the film is in its infancy. And the pieces are constantly moving. Two recent data prove it: a little over two years and today Google launched Android is shaping up to lead the segment. But last year, Finland's Nokia, the largest mobile phone maker in the world, struck up an alliance with Microsoft to incorporate Windows Phone to its products and at the same time, decided to retire Symbian their own operating system. Should be clarified that Symbian is the most popular platform of the moment. Therefore, to understand the move is necessary to review some numbers.
A Gartner study indicates that closed in April 2010, 37.6% of phones sold worldwide have Symbian.
Android (22.7%), BlackBerry (16%), Apple IOS (15.7%) and Windows (4.2%) came from behind. The projections for 2011, Gartner argues that Android will forward, with 38.5%, displacing iOS (19.4%) and Symbian (19.2%).
BlackBerry (13.4%) and Windows (5.6%), occupy the fourth and fifth, respectively.
In this context, and the high penetration of mobile telephony throughout the world, handset manufacturers try to sustain profitability through the sale of software and services (online shopping, music, videos, maps and mail.)
Software corporations, meanwhile, have on the ability to sell mobile applications, development and advertising, such as Google.
Thus, each player does your game. Some sell hardware, others software. In this regard, Android is a remarkable case. Ricardo Blanco, Google spokesman for the region, remember that the first version of the operating system was launched in 2008 by HTC team of Chinese origin. "Today there are 27 brands of cell phones in 96 countries who have Android" he says.
Google, says White, is different because it has no phones. "The business is search and advertising", says the manager. Unlike Windows, Android is free delivery, but to the barons of the hardware (manufacturers) that involves some cost. The operating system is related to applications referred to Google: Gmail, Android Market (online store iTunes type), Google Maps, among others.Some brands, like Samsung and Motorola, to give those territories to focus on the hardware business. Further, Apple and BlackBerry, prefer to bet on both ends. And that's why they use their own operating systems. Tomas Ferrari, Samsung says that the Korean company is very large at the time of adopting platforms, but always with Android as the first option. Bada even over its own operating system.
What is the game of business? "The phones are finite differences, the advantages are very short, at most last for six months", explains the executive. So, with cell considered as a commodity, the position goes on the other side. "Samsung looks at the problem backwards: ours is to offer software applications and services to differentiate and sell more hardware," says Ferrari.
Apple applies a closed form. All your iPods, iPhone and iPad come loaded with its own operating system, from which they connect their online stores: iTunes (music, videos and books) and Apple Store (applications, services and games). His strategy recognizes as limit the expansion of their own devices, it is not little.
The big competitor to Android, as things stand right now is Microsoft.
And Nokia. Already mentioned above: the Finnish Symbian transferred last month to Accenture (with its 3,000 employees), which will provide software to go replacing it with Windows Phone.
Fernando Freytes, management of Nokia, said that from here until 2012 estimate placed 1,500 million Symbian phones.
"The transition to Microsoft will be gradual, and the first models with Windows come to Argentina in mid-2012," he said.
The clash of two giants of the alliance is the main obstacle that has absolutely dominate Google for your business. While today's figures mobile operating system from Microsoft are very low, IDC projections indicate that Android will have 45% of the market and Windows, almost 21%.
Lardiez Hernán, director of the Windows division for the region Phone says that current market share data are quite variable and there is still no strong trend. "The smartphone market is forming and the statistics are very volatile.
6 months ago, Android was not present, it was all Symbian "exemplifies.
For Nokia, Microsoft allows you to promote the business through software. For the software giant, not only is the meat of the sale of Windows licenses.
"There are a number of related services: the Bing, maps, music, games and the entire Office suite of applications," says Lardiez.
However, no formula is absolute. Canada's RIM (Research In Motion), owner of BlackBerry, do not plan to move your operating system, the heart from which offers all kinds of services, mainly oriented toward the corporate world. But just closed a deal with Microsoft to install Bing on their smartphones.
Motorola, like Samsung, joined Android to its entire catalog of products. Even so, Greco said iEco Germain, the director of product, "we focus on selling hardware but also software bet. Like most cell phone brands, Motorola implemented its online store to sell applications, which are planning to promote. "We are looking for developers," said Greco.