The smart phone market has been dominated by Apple, but recently the Droid has been able to leverage Google's information services into market gains while Blackberry, known for its secure business oriented network, has attempted to become more attractive with a "friendlier" interface. At the same time, a number of less capable fringe firms are emerging. How do these features fit into an Industrial Organization (IO) view of the market versus a Resource-Based View (RBV)?