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Turnover NI NPF

Microsoft $62B $19B 30.0%

Apple $65B $14B 21.5%

Google $29B $9B 29.0%

Turnover Net Income


$70B $20B
$65B $19B
$62B
$53B $15B
$14B

$35B $10B

$29B $9B
$18B $5B

$0B $0B

Microsoft Apple Google Microsoft Apple Google

Profit Margin
31.0%
30.0%
29.0%
23.3%
21.5%

15.5%

7.8%

0%

Microsoft Apple Google

Sources:
http://www.microsoft.com/msft/
http://www.apple.com/investor
http://investor.google.com/
Microsoft
2007 2008 2009 2010
Client $15B $16B $14B $18B
Server & tools $11B $13B $14B $15B
Online Services Business $2B $3B $3B $2B
MS Business division $16B $19B $19B $19B
Entertainment and devices Division $6B $8B $8B $8B
Other $0B $0B $0B $0B
Total $51B $60B $58B $62B

Revenue by segment
$70B

$8B
$56B $8B $8B
Other
Entertainment and devices Division
$6B MS Business division
$19B
$42B $19B $19B Online Services Business
$16B
Server & tools
$2B Client
$3B $3B
$28B $2B $15B
$13B
$11B $14B

$14B
$18B
$15B $16B $14B

$0B
2007 2008 2009 2010
Apple
2007 2008 2009 2010 2010
Desktops 4B 6B 4B 6B Americas net sales $ 24,498.0 37%
Portables 6B 9B 10B 11B Europe net sales $ 18,692.0 29%
Ipod 8B 9B 8B 8B $ 3,981.0 6%
Japan net sales
Other Music 2B 3B 4B 5B
Asia-Pacific net sale $ 8,526.0 13%
Iphone 1B 7B 13B 25B
Retail net sales $ 9,798.0 15%
Ipad 0B 0B 0B 5B
Total $ 65,495.0 100.00%
Other hardware 1B 2B 1B 2B
Software/other 2B 2B 2B 3B
Total 25B 37B 43B 65B

Revenue by segment Net Sales by Operating Segment

70B

2B 15%
5B
Software/other
53B 37%
Other hardware 13%
25B Ipad
1B Iphone
35B
6%
2B Other Music
13B
7B Ipod
5B
3B 4B Portables 29%
1B
1B 8B
2B 9B Desktops
18B 8B
8B
11B
9B 10B
6B Americas net sales Europe net sales
4B 6B 4B 6B Japan net sales Asia-Pacific net sale
0B 0B 0B 0B
2007 2008 2009 2010 Retail net sales
Google
2007 2008 2009 2010 2009
Google Web sites $10.6B $14.4B $15.7B $19.3B United States 47%
google network web sites $5.8B $6.7B $7.2B $8.7B United Kingdom 13%
Licensing and others revenue $0.2B $0.7B $0.8B $1.2B Rest of the world 40%
Total $16.6B $21.8B $23.7B $29.2B Total 100%

Revenue by segment
$30B Licensing and others revenue
google network web sites
$8.7B
Google Web sites
$22.5B
$7.2B
$6.7B
$15B
$5.8B

$19.3B
$7.5B $14.4B $15.7B
$10.6B

$0B
2007 2008 2009 2010
Microsoft, Apple, Google
From Co-opetition to competition
Turnover 2010 Net Income 2010 Profit Margin 2010
$70B $20B 31.0%
30.0%
$65B $19B 29.0%
$62B
$53B $15B 23.3%
$14B 21.5%

$35B $10B 15.5%

$29B $9B

$18B $5B 7.8%

$0B $0B 0%

Microsoft Apple Google

Revenue by product

Microsoft Apple Google


$70B 70B $70B

2B
$8B 5B
$56B $8B $8B
53B $52.5B
$6B
$19B
$42B $19B $19B 25B
1B
$16B
$2B 35B 2B $35B
$3B 13B
$3B 7B
$28B $2B 5B
$15B 3B
$13B 4B $9B
$14B 1B
1B 8B
$11B 2B 9B $7B
18B 8B $17.5B $7B
$14B 8B $6B
11B
$18B 9B 10B $19B
$15B $16B $14B 6B $14B $16B
$11B
4B 6B 4B 6B
$0B 0B 0B 0B 0B $0B
2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010

Other Software/other Licensing and others revenue


Entertainment and devices Division Other hardware google network web sites
MS Business division Ipad Google Web sites
Online Services Business Iphone
Server & tools Other Music
Client Ipod
Portables
Desktops

Nicolas Bartoli 2010 Sources:


nicolas.bartoli@gmail.com http://www.microsoft.com/msft/
http://www.apple.com/investor
http://investor.google.com/