PC industry(1990s)became increasingly fragmented IBM- Micro processors Integrated Operati ication Integ tware cIrcu ems value nemory chain (1985) Compaq Retail Microsoft Windows Unbundled Intel Office Megastore value Apple Netscape Online chain Motorolar UNIX Adobe Post orde 1999) OS Mac c Direct LInux rce: Adapted from D. Heuskel (1999),IBM￾Integrated value chain (1985) Micro processors, integrated circuits, memory chips PCs Operating systems Application software Marketing, sales and distribution Retail Megastores Online Post order Unbundled value chain (1999) Intel Motorola AMD Cyrix Compaq Dell Apple IBM Windows UNIX Mac OSOS/2 Microsoft Office Netscape Adobe Linux Direct sales Source: Adapted from D. Heuskel (1999), p. 53. PC industry (1990s) became increasingly fragmented