On the other hand, it is easier to walk a well-worn path, especially with money in hand. Samsung has the best hand here. Reading
http://communities-dominate.blogs.com/brands/2012/08/smartph..., it has 30% of the world market for smartphones. The big problem would not be replacing Google Play, but replacing Google Maps and, to a lesser extent, GMail. In the current climate, one would not think it, but I do not rule out reading a 'Samsung and Apple collaborate in mapping' or 'Samsung and Microsoft collaborate in mapping' headline in a few years time.
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".