Microsoft pins smartphone hopes on risky move: vertical integration – Mobile Marketer

Microsoft pins smartphone hopes on risky move: vertical integration
While Microsoft’s decision to purchase Nokia is a ringing endorsement of the kind of vertical integration embraced by Apple, there are also enough casualties of the strategy to suggest that getting it right will be a significant challenge for the software giant.
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Verizon, Vodafone deal points to move toward integrated wireline, wireless services
Verizon’s move to acquire the 45 percent stake in its wireless operations owned by Vodafone underscores the growing focus on integrated wireline, wireless services for United States carriers.
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Heineken aces US Open sponsorship via time-sensitive mobile, social campaign
Heineken is giving its US Open sponsorship a unique twist this year with a mobile and social component that leverages Instagram to dole out tickets.
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General Mills’ Wheaties enlists augmented reality for interactive packaging
General Mills’ Wheaties is mobilizing its cereal boxes to trigger engagement when consumers have a few extra minutes to kill while eating breakfast.
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Lufthansa leverages Instagram to provide city tours and inspiration
German airline Lufthansa has entered the world of Instagram to offer tours of Frankfurt locales and provide inspiration for travelers.
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