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Why do many people think that Facebook, Google, Microsoft and Apple are rivals? They hardly compete directly. Sure, Facebook and Google both sell targeted Web-based advertisements. But they offer such different services that they don’t share a core mission. Apple makes its money selling devices and mobile apps. Microsoft sells computer software and video game consoles. Google makes a free suite of applications that could challenge Microsoft Office. But it has not. Google also runs a social network that no one uses. And it gives away a mobile smartphone operating system. All four seem to be safely in control of distinct missions and markets. They intersect only slightly.
But these companies are not just focused on dominating a particular device or service like your phone or Web search. Short-term revenue and market capitalization only serve to finance their long-term vision. Each is scheming to win the marathon ahead: to become the operating system of your life.
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shaun james bockert 