The smartphone is the "browser" of the 21st century. Remember the old days when tons of browsers were coming out? The situation is going to become like that. By

The smartphone is the "browser" of the 21st century. Remember the old days when tons of browsers were coming out? The situation is going to become like that. By controlling the phone, you control the user's access to the 'net. You decide which search engine s/he uses, which maps site, which IM client, etc. You give prominence to your buttons (shopping in this case), while denying/delaying competitors. The whole browser war is going to play out over the next year or two, this time via smartphones.