There are many ways to skin a cat. The same can be said of innovation. When I mention innovation in conversation, people generally think about a process of making a product bigger, faster, better, or stronger. However, product improvement is just one type of innovation. Innovation can target the process around creating a product, resulting in lower costs such as the "lean manufacturing" innovations from the automobile company Toyota. Innovation can target improvements in the design of marketing materials, creating a more emotionally appealing advertising campaign and resulting in higher revenue. Marketing innovation has been used by numerous firms over the years to reinvigorate their concepts and company. Samsung designed their Bordeaux television line after being inspired by a wine glass. They have been on the top of the television market ever since. Innovation can even mean cultural innovation in which the culture of the company changes and innovates to come in line with a newly updated corporate vision increasing employee loyalty, retention, and overall happiness. Innovation has many faces.
All of the fighting has resulted in multiple casualties. BlackBerry couldn't keep up the pace and was eventually chopped off at the knees. Microsoft has yet to gain enough developer volume to be a real threat and will eventually reinvent itself as a new company under new leadership. Third-party app stores are distributed and nimble but really amount to nothing more than splinter groups using guerrilla tactics against the major nation states. They just can't compete in the long term.
In the United States, Google Play and Apple iTunes have become the two superpowers in the mobile app war. With exceptional mobile application uptake, these two players have come to dominate the consumer mobile space. Phones don't sell phones. . .applications sell phones, and these two players have won.