Facebook thinks that it has a better platform on its network, archrival Google is preparing a battle plan; the search giant is readying a massive counterattack. Their fights may determine advertising’s future. Apple, Google and Facebook all want to build the next great platform. The winners of the platform wars stand to make billions selling devices, selling eyeballs to advertisers, selling services. The outcome here is far more important than who makes the most money. The future of the internet how we get information and communicate and the most important of all, who controls it –is at stake. The stakes are high: up for grabs are not ad buys worth tens of billions of dollars but also the very model that will control the web-ad business itself. I believe that the social web platform wars were now taking place, with the recent announcement of Zuckerberg that Facebook was aiming to become the web’s social operating system it is becoming increasingly clear that this has morphed into a much greater battle: a brutal competition. We about to witness one of the greatest battles in the history: platform wars. But there is a single major battle here, the battle for the hearts and minds of the developers. Companies like Google and Facebook must have master plan to win the platform wars. To do that, it first had to win the hearts and minds of the third party developers who played a key role in Facebook’s breakaway success. Developers are so crucial to company’s survival in the platform wars. We have all witnessed Facebook’s rapid growth and it ultimate goal to become the web’s premiere social operating system. Many have witnessed Apple’s success in consumer electronics arena; it was Apple who first introduced to the world the power of killer devices. After it created the iPod and linked it to the iTunes Music Store people started paying for songs again and to date, Apple has just sold more than 6 billion of them. We also witnessed the full potential of mobile platforms, it have created a strong mainstream buzz and emerged as a dominant players. Currently we are witnessing the expanding demand for this development. The reality is there are now more opportunities for developers than even before. With the recent launched of Google very own Operating System based on Android, it will make things better to developer and it open up new opportunities for developers, Facebook, Google and Apple are throwing anything in their arsenal just to ensure that developers would stay at their networks and return. Things are more different that before, things grow increasingly complicated and more interesting for developers but some sounds bad for developers, but the biggest question right now for the developers is what platform they should work for. The battle is on, who will win the platform wars? We have no idea where these wars heading. All we can do is just speculate for the company’s next move.

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