Well for one you can type in nearly any language on a software keyboard. Lately I've been using my French and Spanish keyboards to talk to friends and family, I

Well for one you can type in nearly any language on a software keyboard. Lately I've been using my French and Spanish keyboards to talk to friends and family, I like the predictive features. I don't think current smartphone vendors are struggling to differentiate. Apple is Apple, the experience and seamless integration across its products, Google is Google, data and democratization of power to its users, MS is MS, late to the party but making very good investments in its platforms so they're not a sinking ship (particularly Windows Phone).