No Sleeping Giants: How Tech’s Biggest Players Are Branching Out & Diversifying

There’s the desktop manufacturer that reconquered the world with an mp3 player. There’s the search engine phenom that’s building automated cars as only its latest ambitious project. There’s the online retailer with its own smartphone, as well as the social media giant that had to ditch its phone because nobody would buy it.

When Amazon launches its Fire smartphone later this summer, it will join a raft of tech giants that have reshaped or created markets by branching out from their prime businesses. Fire, which is expected to sell between $200 and $300, will stand out in a sea of competitors because it will offer eye-tracking technology that tilts and pivots the screen based on a user’s viewpoint and will also be the first smartphone built for Amazon’s streaming services.

Even with Fire’s innovative features, Amazon’s future standing in the smartphone market place is largely uncertain, especially after similar launches by Windows and Facebook resulted in disappointing returns. The Facebook phone, in particular, failed so miserably it was discontinued six months after its launch. Proprietary phones, consumer habits suggest, need to offer something distinctive and necessary. Amazon’s media services have tight competition from Apple and Google Play, and the tilt-screen feature may prove to be a novelty rather than a critical innovation.

Meanwhile, Google continues to draw headlines with its announcement of 100 driverless Google cars as well as the introduction of Google Glass, both inventions have proven nothing if not controversial. Google Glass could have limitless unseen practical applications, even though the eyewear is a touch on the nerdy side. Its electric driverless cars could become the inevitable fleet for urban commuters, but they’re currently capped at 25 mph and may never satisfy all lawmaker objections.

Apple, pioneer company of the smartphone, the tablet, and the iPod, recently purchased Beats by Dre headphones, perhaps to position the company further into the consumer electronics market. This was followed, however, by the announcement that it would be making its iPhone headphone jacks proprietary, which had consumers bristling. Still, its track record for successful innovation is sustained by its continual popularity.

When thinking about tech giants and their moves, they’re proving it impossible to make predictions. Google is making a foray into transit, but will it try its hand at food supply, like Amazon did with its limited AmazonFresh service? Will Microsoft ever attempt its own streaming or download media outlet? What underserved consumer needs will multibillion dollar tech companies tackle next?

Whoever guesses right may find themselves at the head of the market.