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The passing of the mobile pure play

As Palm introduced its failed candidates for salvation, webOS and the Palm Pre at its press conference at CES 2009, the company talked about what it perceived as an advantage versus Google, Apple, Microsoft and Samsung. Palm had mobile in its roots and Palm was a mobile-only company. That perceived advantage went out the window when the company was purchased by HP. Then Motorola — or at least Motorola Mobility despite its now-divorced cable equipment ties — was acquired by Google and now Nokia is en route to being absorbed into Microsoft. That leaves the white knight-seeking BlackBerry, which expects to wrap up a transaction by November. Who knows how much of its business may be left intact by then?

Mostly likely, that will be it for the handset pioneers, but there will still be one major handset maker that isn’t substantively in any other device categories: HTC, which is facing its own struggles and volatility. Blame the demise of the mobile pure play on the rise of ecosystems and the scale of a few industry giants such as Apple and Samsung. But mobile pure plays were also a victim of their own success. The revolution that they helped to usher in became so important to consumers that it sprouted ties to other devices in their lives, devices that sometimes had dramatically different design requirements, distribution and cloud-based ties from the smartphone experience.