LG Joins Philips for Web TV System as Apple Threat Looms - Bloomberg (click for full article) Apple Inc. (AAPL) and Google Inc. (GOOG)'s rise in the smartphone market has pushed Nokia Oyj (NOK1V) and Research In Motion Ltd. to the brink. Now, television makers are scrambling to make sure the same won't happen to them. At the IFA consumer-electronics fair in Berlin this week, manufacturers including Toshiba Corp. (6502), LG Electronics Inc. (066570) and Royal Philips Electronics NV (PHIA) are banding together to develop a common system that allows users to listen to music, watch videos and play games via the Internet on TV sets. Television makers are wagering that mobile-phone users who are hooked to consuming content will want the same access -- and on bigger screens -- when they return home. For manufacturers to hold back Apple and Google, both making steps to take a slice of the TV market, they have to develop a joint operating system because consumers won't accept more than a few competing platforms, said Klaus Boehm, the head of media practice at Deloitte LLP in Dusseldorf, Germany. "All market participants have to consider this as part of their strategy, and if they make the wrong call they may be out of the market in a few years' time," he said. Apple and Google "can set de facto standards against the consensus of the market and assert themselves because of their market power and unique selling points."