2007 was a simpler time. There wasn’t the crazy white-hot attention on how businesses would assimilate with new things like mobile or social media. At that time, rules and regulations were formed. Apple dealt with computers, Google was a search engine, Amazon sold books and Facebook was starting the global revolution in social networking.

It was all clear and simple. However, all that has changed, now these four tech corporations are constantly battling against each other, moving further and further into enemy territory by creating competing products, spending plenty of money while doing so. Apple launched the iPhone, so Google pumped out its Android OS.

Facebook has 800 million users, so Google launched its own network. Amazon sold books, so Apple thought it would be a good idea to do the same thing – and Amazon retaliated with the Kindle Fire. A new piece on Fast Company chronicles this is most certainly a fascinating time in technology history, when some of the biggest companies are trying to be everything to everyone.

Media consumption is the game now, and the four colossi are trying hard to become the top provider. “Remember when Google’s goal was to catalog the entire world’s information? Guess that task was too tiny. In just a few months at the helm, CEO Larry Page has launched a social network (Google+) to challenge Facebook, and acquired Motorola Mobility for $12.5 billion, in part to compete more ferociously against Apple.”

“Amazon, Apple, Facebook, and Google don’t recognize any borders; they feel no qualms about marching beyond the walls of tech into retailing, advertising, publishing, movies, TV, communications, and even finance.” When it comes down to it, who wins will ultimately be determined by the consumer.

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