Microsoft, Apple and Google have this in their DNA. Phone manufacturers, like Nokia and Samsung don't. If they could have build their own Android / their own Google Play, they would have done so already.
Also, companies can mutate 'their DNA'; it is not frozen at birth. For example, the Tabulating Machines Company (nowadays called IBM) has reinvented itself several times, and Nintendo started as a manufacturer of playing cards, and DSM (http://en.wikipedia.org/wiki/DSM_(company)) started life as 'The State Mines' and mined coal, but now is, quoting their site "a global science-based company active in health, nutrition and materials".