September 08, 2008 | Monday
Google Chrome – Browser Wars 3.0
By Robert Weatherhead – Digital Media Manager in Display |Marketing |News |Online Sales |Social Media
The Google Blog’s leak and subsequent launch of the Google Chrome project sees Google finally enter the browser market—and the start of ‘Browser Wars 3.0’, the third major wave in the ongoing battle for ultimate browser domination.
The first skirmish ensued soon after the advent of the World Wide Web, with Netscape and Internet Explorer emerging as the two main adversaries. As Microsoft is wont to do, it began to dominate due to its ability to integrate directly into a computer’s operating system, its deep pockets (from which it could throw money to incentivise and hasten technical development), and its burgeoning relationships with web and technology partners, which encouraged its product’s reach and availability. Round One inevitably went to Microsoft, with Netscape’s purchase by America Online for $4.2 billion. IE went on to hold a 96% market share during 2002.
The Netscape platform rose from the proverbial flames as an open source version—the aptly codenamed Phoenix, later released as Mozilla Firefox 1.0 in November 2004—and the battle continued. Subsequent releases of IE 6 and 7 have cemented its position as the leading browser software but Firefox has been slowly chipping away at the market share. Other contenders, such as Apple’s Safari, failed to grab much of the market, and it has been a clear 2 horse race in recent years.
As of August 2008 IE (versions 5, 6, & 7) accounted for 50.6% of the browser market, with Firefox at 43.7% and Netscape, Opera and Safari accounting for the remainder. This shows the steps Firefox has made from niche browser for those in the know, to mainstream alternative to IE.
Which brings us to the first week of September 2008, and Google’s leap into the fray with Chrome—and as the title of this blog suggests, the idea that Web Wars 3.0 is about to commence. And why do we think this? Simple reason being: its Google!
The facts are these: Google doesn’t tend to do things half heartedly. Like Microsoft before it, the company has deep enough pockets to distribute the product and advance it quickly in line with the market.
The have the technological expertise to make it work, there no doubting that.
People trust Google. Rightly or wrongly, to many, the word ‘Google’ = Web. The association is there and they can play on this. Your everyday man in the street doesn’t really care, and may not even know, what web browser they use. So if Google shouts about its new product, to many that is reason enough to switch.
Should Microsoft and Mozilla be scared? I don’t think so, not yet anyway. Their market share is substantial enough to protect them for now. But if they are smart —or remember their recent history — they do need to be looking over their shoulder. (Shades of Bill Gates’ famous “Internet Tidal Wave” memo, sent to the troops May 26, 1995, over a year after the browser company known as Netscape launched.)
Up until now Google has nearly always been the brand leader in its market. Its entry into the brave new world of browsers is a lateral move: here; they are a follower, a challenger to the crown. Something a bit like Apple venturing into mobile telephony with the iPhone. Detractors will be many – but the proof will be in the numbers. [And the numbers don’t lie – though as a sidenote, consider these different interpretations of recent iPhone stats: MMetrics latest iPhone stats and the latest Morgan Stanley Tech Trends report from June 2008.
What should we expect? Innovation and advancement The Firefox competition has been healthy for IE, the introduction of Google Chrome should have the same impact. Monopoly leads to brands and companies resting on their laurels, whereas competition encourages differentiation.
I’ll be honest, I’m excited about the product and what it means to the market. I’m often critical of Google and their actions in the search market where they have the lion’s share. But this entry into unknown territory makes the browser market much more interesting than I ever thought it could be.
Will we all be using Chrome as the defacto browser in 12 months time? No, I don’t think so. But if they can start eating into the market share then the next 2-3 years could see a levelling of the browser battlefield.
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