Google and Apple's publicized emergence onto the scene of the mobile industry is the latest consequence of the mobile phone becoming a best-selling device and a driver of growth in the telecom industry. All the big PC and Internet players want a piece of the pie, and IT industry pundits announce that finally the mobile phone will become mini-PCs. But in fact, it is more likely that the PC and Internet players will have to adapt their thinking and practices in order for them to compete in the mobile phone industry. This article explores the reasons why.