Winners and Losers: Everything Is Quite Relative

The technological progress is quite difficult to slow down these days and  the whole process is very dynamic and unstable which means that the company once reaching the top position in some field can quite easily be one of the outsiders in a just bit different dimension.  Dominating one market doesn’t in the least mean occupying at least some significant place at some other one however close those two can be.

All that happens due to a range of reasons. Some drawbacks of the overall management may also contribute to the problem; in addition there may be some lost opportunities because some company analysts do not manage to assess the consumers’ market correctly or define the target audience.  We can now watch all that at the smartphone market, its major players and their strategies being a good argument for it.

 Microsoft is really a very powerful corporation with lots of resources, intelligent think tank, refined advertising and good connections (taking into account how much the company spends annually on lobbying).  But all that is relevant when it plays on its own side, being engaged in routine activity at the market conquered long time ago.  Its war with Apple for dominating PC market turned out to be a pattern war of then new-born high tech industry. It was the first war but not the last one.  And the results of it are now studied in management and marketing courses, as the both parties have gained lot’s of valuable things from it. Microsoft became a leader in the PC market reaching enterprise clients and installing the company’s products in numerous offices all over the world. But for Apple the war was also very useful and the company turned out to be quite quick to learn and adopt a range of the rivalry's strategies such as  refined roadmaps and strictly met milestones for third-party developers, and, what's more, a good monetization policy which seems to be the best incentive.

Apple has applied all the  mentioned techniques and won the next war. For Microsoft to compete in the smartphone war turned out to be a  complete  failure.