As the “Internet of Things,” a societal revolution that will connect smart household appliances with cars, cell phones and a master home operating system, becomes more reality than fantasy, a fight to rule this world could emerge between two major players: Google Inc (NASDAQ GOOG) and Apple Inc (NASDAQ AAPL).
In a recent interview on Bloomberg TV with Stephanie Ruhle and Erik Schatzker, Google Chairman Eric Schmidt called the “brutal competition” between Google Inc (NASDAQ GOOG) and Apple Inc (NASDAQ AAPL) “the defining fight of the computer industry today.” Schmidt was referring to cell phone competition, saying this battle benefited society through better products and lower prices.
Schmidt differentiated Google and Apple much like Microsoft was differentiated from Apple. “You can have high profits with a small marke`1t share or a large market share with small profits,” he said, noting that Google marketing chooses large market share and small profits.
Google Inc (NASDAQ GOOG) News: iPhone 6
Google’s Schmidt and former Google Senior Vice President Jonathan Rosenberg were discussing their book, “How Google Works,” and they revealed a strong intensity in their competition with Apple Inc (NASDAQ AAPL). When asked what he thought of Apple innovation in the iPhone 6 Plus, Apple’s large phone, Schmidt laughed and said “I’ll tell you what, I think Samsung had these products a year ago.”
When the discussion turned to Google Inc (NASDAQ GOOG)’s marketing approach, both Schmidt and Rosenberg revealed that Google turns the traditional marketing model upside-down. “You don’t enter new markets, you create fantastic new products that redefine the world, and that defines the market strategy,” Schmidt said, as he re-iterated on several occasions that the product was the center of the marketing plan, not the market. Traditional marketing plans often consider market factors to a greater degree.
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Schmidt touched more lightly upon semi-competitors such as Amazon, which incorporates Android on its Fire tablets and phone but obfuscates the partnership under its own Fire operating system. Schmidt also conceded that Amazon purchases significant advertising on Google, making it both a partner and a competitor.
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