Google Chrome and when vertical integration rocks
“Ouch, it hurts, it hurts!” … “Oh yeah, that feels good, so good!” Guess which one is all other browsers moaning collectively (Microsoft & Firefox no. 1), and which one is the geeks…
Let me start by saying that Google Chrome rocks! OK, it crashed about 2 mins after I started it, and I think it has a process running in the background, which speeds up the launch, but which I hate, and it is Windows-only, which I hate 100x, but… it rocks! It’s simple, love that, it completely takes in all the bookmarks you had in Firefox, love that, and Gmail, man, Gmail loads like lightning! The browser loads like lightning too, because of the background process, can’t be any other reason.
Gmail’s loading speed confirms it: Google Chrome is Not a browser. Repeat: it is not a browser. It is a Google app-launcher. It is meant to bring the Google ecosystem to Joe Schmoe on Windows, who may know Google, but hasn’t thought about using its calendar, office-suite, or email, for that matter.
It is, to use a buzz-term, an in-the-cloud facilitator, bringing us one step closer to no longer needing computer-processing and storage, but just doing everything (essential) through an internet-connection. I don’t think, I’ve been this excited about a browser since Phoenix (what Firefox used to be called), which was in 2002, 6 years ago.
What’s different? Or what did Phoenix and now Chrome have in common? Phoenix had tabs, it introduced extensions, it blocked the pop-ups that IE never would. It was an evolution over the status quo. Google Chrome is just a browser, built on Safari’s Webkit-engine, with no extensions, but it helps us do what we were already doing, better. Because the world has evolved from the extension-model, it has gone way beyond what a company like Microsoft has even imagined. We live in a world where web-services matter!
I don’t use an rss-reader, I use Netvibes. I don’t use a mail-app, I use Gmail or Facebook. I don’t use a blogging-app (well actually I do, but the majority doesn’t), I use Wordpress.com. I don’t use MSN, I use Twitter or FriendFeed. When I’m on my PC, I’m in fact on the web, and the desktop only exists for work-documents and multimedia.
Google bites right into that trend, it executed well (ok, unstable browser, but localised in my language), it is a window in a world that 100s of thousands, if not millions, have accepted as their modus operandi.
Strategic angles
The love for strategy is really just the love for competition, disguised by fancy words.
Microsoft’s unbreakable chain?
Microsoft’s strength in the 90s was its software-platform. It was strong on multiple levels: market leader in OS, market leader in Office. And consequently, and still, market leader in browsers. It was able to build all these pieces of software on top of each other, tie them together, so that it would be an automatic choice to use them all. This is still the case today, as it is, by default, installed on 80% of computers out there (don’t quote me on this). Backwards integration, which also made it the number one choice for businesses, who like having the same software installed on 1000s of machines at once. And forward integration, through Office and IE, which add functionality in the value chain towards the consumer. From IE, Microsoft could build towards ActiveX and .Net, Silverlight, and other web-services that it was selling/giving to consumers.
Displacement by Firefox?
Yes and no… For displacement to occur there needs to be some kind of commercial angle. Firefox was built on top of open source principles, which is definitely disruptive, but it wasn’t until Google came into play, that Firefox became a commercial success. Google, these last few years, became the cash-cow for Firefox and other browsers, through affiliate fees it was paying for the use of the search-box.
While that’s cool, it also placed Google into a power-position. It knew that there was money to be made with browsers, it knew how much money there was to be made, so it just had to make the right move at the right time.
Google power
I already raved on why I think Chrome rocks, but for Google, the situation is actually pretty similar to Microsoft, except from the web towards the desktop, instead of the other way around. It is the market-leader in search, which some say is the operation system on the web. Nothing happens, without it going by Google, which can make or break a business. As is the case for browsers depending on Google cash as well.
Where Google leads is the web, and it has a pretty good read on where user-models are evolving too: web-services, with some anchoring on the desktop. So building a browser makes sense, it’s a step in bridging the value chain from web to desktop. Where it gets scary for Microsoft (which also collects Google cash through IE, I think), is when Chrome-users start getting the hint that Gmail works great, that Google Docs will hopefully work great (offline), etc. etc.
And I’m completely leaving Android out of this, whose future I still find hard to read… but I’m hopeful. Chrome definitely proves that Google can build software.
Doesn’t vertical integration rock? Doesn’t Chrome rock? I think they both do.
Vincent, the fanboy. Out.
P.S. I’m also not commenting on Firefox’s Ubiquity, it’ll be interesting to see where that goes… also largely built on Google-tech.
Related posts:
Apple, Business intelligence, Business strategy, Economics, Facebook, Firefox, Future, Google, Internet, Microsoft, S+S, SOA, SaaS, Security, Software, Telecommunications, Web-services, innovation, open-source, user-generated content, web2.0, web3.0
[...] as impressed as Vince by the new browser. Buggy (error at startup time after migrating the favorites) unable to access [...]
[...] as impressed as Vince with the new browser. Buggy (error at startup time after migrating the favorites) unable to access [...]