Microsoft can be Winner in War between Apple and Google (http://www.networkworld.com/news/2010/052510-microsoft-can-be-winner-in.html) Microsoft can take advantage of rivalry between Apple and Google to expand its dominance in key areas. By Tony Bradley, PC World Microsoft has been the big dog on the block with the giant target on its back for some time. Being Microsoft, that is not likely to fundamentally change any time soon, but Microsoft's two primary rivals--Apple and Google--are so busy bitterly competing with each other that Microsoft has an opportunity to fly under the radar and play both ends against the middle. Microsoft is expected to shake up its consumer devices organization and restructure the Entertainment and Devices Division (http://www.pcworld.com/article/197096/report_microsoft_plans_reshuffle_to_fig... following repeated failures in those areas. Windows Mobile, and the Zune portable media player have not exactly overwhelmed the competition. The areas where Microsoft has "flopped", though--mobile phones, music players, or even games consoles and video games--are not the bread and butter that pay Microsoft's bills. There are some strategic objectives that Microsoft could achieve if it had as dominant a stake in consumer gadgets and entertainment devices as it does in desktop operating systems, and office productivity software, but pursuing those objectives seems like an ego trip--an exercise in attempting to prove that it can compete and dominate in any market.
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