1. Compare the business models and areas of strength of Apple, Google and Microsoft. Apple: Unlike Google and Microsoft, Apple has made unique hardware devices such as iPhone, iPod and etc, with application like iTunes, Apple’s online store. Also one of greatest challenge became one of their strength as well, which was advancing new technology such as iPhone and Ipad. It was one of the conventional technologies that changed into new era of technologies. We also can see that Apple has always been trying new technologies like iMac, although, it was not successful like iPhone and iPad. Apple has always tried to provide elegant design and its feature, which also attracted to customer. To be honest, who thought that, phone can be used like a computer before smart phone was out. Steve Job used to say “I am selling my dream”, and I also do believe that his dream and believe changed into new era, which became one of the strength in Apple as well. Google: Apple and Microsoft have always determined to prevent Google from extending beyond its dominance in search engine and advertising. Google always provided free access to web information through its search engine to internet users. Its business model has always focused on the Internet and the Web. It also has developed extensive online advertising services for businesses of all sizes. Microsoft: dominates computer technology with its operation systems Window and many business software especially office, Exchange and etc. However, Microsoft faces strong competition especially from Apple and Google. Because of this completeness, Microsoft is determined to grow. Also Microsoft Office 2013 can operate in Skydrive cloud system. While it is trying to expand its presence on the Internet, it still must try to keep customers bound to the desktop computer. 2. Why is mobile computing so important to these three firms? Evaluate the mobile