How Google Chrome Will Win the Browser Battle – 51% Market Share by 2010
September 4, 2008 - Written by Gyutae Park
This week, Google takes another step forward towards world domination. Nothing has ever organized information and connected people across the continents like the Internet and yet Google is slowly but surely building out the tools to become the Internet.
By now I’m sure you’ve heard about Google Chrome, Google’s own operating system in the form of a web browser. For the past decade, Microsoft has dominated the market for both operating systems (Windows) and web browsers (Internet Explorer). If anyone is going to seriously challenge Microsoft, it’s got to be Google.
But can Google kill 2 birds with 1 stone here? As more and more applications shift to the web, Windows-like operating systems in the traditional sense will likely die and be replaced by advanced web browsers – something like Google Chrome. Microsoft gained huge traction in its business by leveraging the Windows operating system to package and sell applications like Office, Outlook, and Internet Explorer. Now Google is looking to do the same.
There’s very little surprise that Google is entering the web browser market. Other than a leading search engine making billions of dollars and gaining more and more market share every day, Google has a variety of widely-used tools, applications, and services like GMail, Docs, Picasa, Analytics, YouTube, Maps, Knol, Groups, Checkout, Health, Finance, etc. I could go on and on. In fact, users could potentially stay only on Google properties to fulfill all of their online needs and even take things offline via Google Gears. Now if only Google will just buy up Facebook and Digg…
The future looks bright for Google (or dark depending on how you look at it) and Google Chrome will not have any trouble taking away market share from Internet Explorer and Firefox, with whom Google ironically signed a 3 year deal.
In fact, I’m going to make a bold prediction here: By 2010, Google Chrome will be the LEADING web browser, ahead of IE and Firefox.
So how will they do it? This is an Internet marketing blog after all, so I want to lay out the methods in which Google can use to get to that leading position.
12 Ways Google Chrome Will Gain 51% Market Share By 2010
1. Build buzz in the tech world for launch
Media buzz and exposure is something every startup craves. In fact, a good review from a top tech blog like TechCrunch can make or break a new startup company. However, Google obviously does not have a shortage of attention and there are actually sites devoted just to following Google’s every move – along with mainstream media publications. With coverage like that, Google has the freedom and the luxury to launch products that will be met with instant fanfare and praise no matter what. If Google released a new coffee machine for example, I wouldn’t be surprised if techies spent weeks analyzing it. The launch of Chrome was a smart business decision and a popular company like Google can leverage its huge fanbase to do its marketing for them.
2. Creative marketing with cartoons
Sure, Google is a huge corporation but it has somehow managed to keep its fun-loving startup personality. Seriously, what other billion dollar companies that you know start up April Fool’s pranks and hold competitions to mess with their logos? In the launch of Chrome, Google released a set of unique cartoons that turned a dry subject matter into something fun. Creative marketing is something that really sets Google apart and I imagine it will continue until Chrome is at the top.
3. Dispel user concerns and build trust with exceptional support
It’s one thing to have great products and great marketing, but it’s another thing to have open communication with customers and provide excellent support. Google listens to user objections and concerns and promptly answers them while admitting errors. Matt Cutts, the head spam engineer at Google, has already written answers to common Google Chrome objections. This kind of stuff builds trust and ultimately sells products.
4. Build a pretty darn good product
Google has a super strong brand and money to buy their way to the top. However, Chrome is actually a great web browser and I already prefer it over IE and Firefox. It’s extremely fast, has great features, and a lot more potential to get better because it’s open-source. From a usability standpoint, it’s just better – which is reason enough for people to switch over.
5. Integrate with Google products
I hate to admit it, but I am completely dependent on many of Google’s products. I use GMail and Google Reader every day, frequently use Picasa, YouTube, and Maps, and run a business through services like Analytics, Adsense and Adwords. Losing any of these sites would be tragic for me – perhaps you’re the same way. If Google were to give me tools to make my life easier, I’d totally be on it and this is what the new Chrome is. Chrome will integrate with many of Google’s products and this should entice many web users to try it out and stick to something Google-made.
5. Utilize word of mouth & positive reviews
Ok, so you try out Google Chrome and you like it. What do you do? You’ll probably tell a family member or friend, which will then create a viral effect – the most effective form of marketing. Just yesterday, my girlfriend was having issues with her Internet usage through IE and I quickly recommended Chrome, which she now loves.
6. Leverage search results
Hm, check out this Google search result for “web browser”.
Do you find it ironic that Google Chrome is the first sponsorsed ad that shows up? Is it funny that only “google web browser” and “chrome web browser” show up as related searched? Weird how Firefox is the #1 result (which Google has a deal with) but Internet Explorer is nowhere to be found, right? Hmm… In conclusion, owning a search engine with 70% market share in many parts of the world can pretty much get you whatever you want.
7. Offer incentives
Regular readers here on Winning the Web know that I love promoting through contests. People respond extremely well to incentives and will go out of their way to win something as simple as a t-shirt. Google has used this approach many times before: cash prizes for top Android developers, discounts at merchants for using Google checkout, and free advertising credits for new Adwords users. Would you be more likely to use Google Chrome if you were offered more GMail space? Adwords advertising credits? Discounts at a variety of merchant sites? A free Google radio? For most of us, the answer is yes.
8. Chrome-only special features
This ties into the integration point in #5, and I really wouldn’t be surprised if Google offered special features in their products for Chrome users only. For example, a GChat or maps application with special features that only work on Chrome. Sure it’d be annoying for IE and Firefox users, but I guess that’s a good thing for Google.
9. Add links on Google properties
This one is simple enough. A link on the plain Google homepage attracts millions of clicks each day. Just think of all the traffic one of those holiday logo links generate. All that could easily be directed to a link that says something like “Make Google faster – Download the Chrome web browser today”.
10. Include in the affiliate network
You may remember that Google used to have an affiliate program for webmasters to promote Google products. For example, every time a publisher referred a user to download Firefox or Google Pack, he or she would earn a couple dollars. Affiliate marketing is huge and Chrome could attract a lot of money-hungry affiliates to sign on because its still early and has tons of potential. Everyone wins.
11. Package in Android
Google is also investing heavily in the mobile industry and its Android phones are set to be packaged with Chrome as the default browser. If Android takes off, and I bet it will, you can be sure that Chrome’s market share will explode upwards with it.
12. Open source means more marketing opportunities
The open-source nature of Chrome means that 3rd party developers will make improvements and make the software more suitable for a wide variety of applications. Not only will this increase user adoption but it will also open up new marketing opportunities.
As you can see, Google is a behemoth company with a plethora of marketing potential. Chrome may be a brand new product, but Google can easily bring it up as a leader in the web browser market within the next 2 years. I’m calling it now – Google Chrome will be #1 by 2010.
Update: Search Engine Land already reports that Chrome accounts for 10% of its web analytics data. TechCrunch is at 6.23%. Not bad for 2 days of existence. Now imagine what the picture will look like in 2 years.
What do you think? How else can Google market Chrome to gain market share in an industry that hasn’t budged in a decade? Do you think Chrome will be a big success? Leave your thoughts in a comment below.
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Dear god, we can only hope not. The only reason people are paying any attention to Chrome is because it’s from Google, just like the only reason people are paying any attention to Sarah Palin is because she’s a woman.
And just like Sarah Palin, when you get right down to it, it’s just not that great. Firefox and Safari (the Mac version, at least) are far, far better browsers. Safari 4’s new JavaScript engine will be even faster than Chrome’s, and the Safari team has implemented WebKit properly.
Will be, could be, should be – if only our dreams, notions & ideas became our exact factual reality!
Very interesting analogy – comparing Sarah Palin to Google Chrome. At least it shows you’re with the times.
I agree that a big reason why Chrome is getting so much exposure is because it’s from Google. However, the reason why Chrome has so much potential is because it’s from Google.
Chrome is still great, and even though some of the others may be better in some areas, sometimes it all comes down to marketing – where Google can dominate and gain market share in a hurry.
The only good thing I noticed about Chrome is the speed. Ok, there are many good features, but not near firefox. Speed is not a reason to decrease facilities and firefox is lot more than chrome. Still, if Google wins, it is because people like you writing and praising it. Add that to your post,
#everyone wants to talk good about Chrome
I tried chrome for two days, even switched my default software. Today i had to switch back to firefox as I couldn’t use any of the facilities I use daily. Google may win and that is because it is Google not because it is good.
Chrome is definitely a fast browser that is open-source (like Firefox). It might not have all the functionality you like in Firefox, but that will change soon as developers create plugins and Google adds more features. In a 4-6 months, my guess is that Chrome will be on-par to Firefox in terms of usability and features.
Google is IT !
The fact that a huge company can maintain a useful relationship with users is paramount !!
I was quite happy with FireFox3, still used Gmail, Google Reader, etc.
Chrome was a real Blessing !!!
~ Alex from Our Evolution
Yep, like I mentioned, it’s one thing to have a great product, it’s another to develop trusting relationships with users. That’s what sets Google apart, whether we like it or not.
I had put up a post yesterday on web analytics before and after chrome. On my blog Chrome managed to capture a whopping 14.5% on Day 1. Check this out. http://www.techspikes.com/2008/09/browser-market-share-before-and-afte r-google-chrome/
Thanks for the insights. Just out of curiosity, what kind of sample size did you use for your traffic figures?
“In other news, I have to end this post early so I can make it over in time to take it up the ass from Larry Page.”
Seriously. Google is a great search engine..but not some messiah.
Haha, very funny. Hopefully I don’t sound too pro-Google in the post, but I can’t help but give my honest opinions about Chrome. Of course, it’s no messiah, but it’s sure to be a game-changer.
As for Larry Page, I sure he’s been busy with Sergey in their private jet.
I find it strange more people aren’t talking about the fact Google is promoting Chrome on their search pages. They have near dominance of the search marketshare in the West, figures are 90%+ in the UK, 70% in the US. Their search page is undoubtably the most prestigious advertising spot on the internet today. How much of an advantage will that give their new product? It is fair competition?
I can’t agree with you more. There’s a whole SEO industry devoted to gaining rankings on Google’s search results pages, and Google has the luxury of promoting themselves on there however they’d like.
In a way, it’s similar to Microsoft promoting IE through its Windows operating system. We’ll have to see if it’s enough leverage to get people to switch over though.
Opera for years been the fastest browser but never could get the user share it might have got due to its lack of extensions even though it is very mature browser. I personally shuttle between Opera, Firefox and Flock. Now Chrome is there. Microsoft had MSN Explorer for years just to support all of its services but never got enough users. So the only thing Google can get is being open source and welcoming developers who will happily jump into bandwagon. I have no doubts about Chrome getting into top within 2 years (2010)
Thanks for the comment. Opera is a great browser, but that doesn’t necessarily mean you’ll gain market share. I think it’s safe to say that marketing is more of a factor than product quality – especially for gaining web browser market share.
If it will have as many addons as FF and Google will push it right, I think they won’t have any troubles in achieving the market share you’re talking about.
Thanks Vlad. I definitely agree and it’s actually scary to think about what Google can do after it wins majority market share for both web browsers and search.
man those are some lofty projections
Lofty projections indeed. But only Google can do it at this point.
no way… impossible to beat IE. chrome is alot faster but plugins are what makes advanced users use firefox.
@starbucks: Google Chrome is also open source, so probably hundreds of plugins will pop up soon.
I just can not see Chrome in its present state beating either FF or IE.
Firefox is light years ahead as far as addons/plugins go and they have a solid community always developing more for it.
IE comes bundled with the most used Operating System, Windows. Additionally IE has come a very long way in the past 12 months or so as far as offering something more rounded to users.
I tried Chrome and found it way too basic for my needs, I could not even locate a simple Home button. I really can’t see myself shifting from Firefox and if I ever was I’d be more inclined to see what the latest offering if IE looks like before using Chrome.
At this point, Firefox is ahead of Chrome in terms of plugins and community, but with Google’s enormous user base and plentiful resources, they can easily catch up very quickly.
Furthermore, advanced features don’t really matter to average users. At the end of the day, it comes down to marketing and I think Google has a big advantage there.
Btw, you can add the Home button by going into Chrome’s settings.
Great points, Gyutae. I downloaded Chrome but sadly I wasn’t too impressed with it. I’m sticking with Firefox for now, but Chrome might be able to entice me in the future.
Thanks Lucas. Chrome is very fast, but in terms of features I prefer Firefox as well. However, as the browser improves and more plugins are developed, I can see that changing fast.
I’ve downloaded Chrome, but I don’t see it winning the browser battle in the near future. Yes, including 2010. IE comes pre-installed with Windows. Safari comes with Mac. The former is decent (probably with IE8) and the latter is pretty good. FireFox and Oopera are already well known. Chrome is still sort of an outsider. The majority will probably use the browser that comes with their OS. Those that download other browsers… well, they’ll probably be split. I don’t see FF going down. Neither do I see Opera falling too. It’ll still be a constant battle among the browsers. Good thing for us imo.
Sure, IE comes packaged with Windows, and that’s a big advantage but take a look at Firefox. It managed to gain close to 40% market share as a startup (with Google’s help). Just imagine how much better Chrome can do with improved features and the HUGE amount of leverage Google can command.
Firefox addons has no limits right now. Google can´t beat this feature so easily.
I installed, used and removed Chrome in a single day. No good for me.
Actually, I like google services but this one falls short.
I keep FF
Right now, Firefox is definitely better. But my predication was mainly based on potential not on the current state. With Chrome’s technology, growing community, and improved features and Google’s unmatched marketing opportunities, Firefox and IE will quickly fall.
Great post and lots of quality content, however I think IE will still be winning in 2010.
Wanna make a bet?
I have stats on the right column of my site dating from Sep 2 (chrome release) to present. Looks like chrome has shocking market penetration but I’ve been seeing it normalize over the last few days after the hoopla. I’ll keep the stats updated as the weeks go by and comparing stats to a non-techie sites.
I think you covered it amply, the scary thing is what happens next, you know that Google, and their business model, is just waiting to launch the next cool thing, when will it end, now i have nothing against Google, except for the fact that they are taking it over.
Google Chrome will probably dominate in future, but it will take more than that, 2010 is too soon I think. And I’ll explain why, but first a few remarks:
- Google Chrome IS NOT Google’s own operating system in the form of a web browser! Googles working on OS, but that’s not it, I know there was a rumor about that on internet and you just must of heard it…
- Google DID NOT ironically signed a 3 year deal with Firefox! It’s a calculated deal (BTW, I wrote about it myself here: http://turcanu.net/blog/2008/09/07/meet-the-fastest-internet-browser-g oogle-chrome/)
Now, regardless of the efforts Google will make to market it’s product and beat Microsoft it will be mostly in vain, because Internet Explorer users are mostly newbies and lamers who simply don’t know how to change the browser, are afraid to do so, or are just used to it. The advanced users changed the crappy IE a long time ago. Microsoft knows that, but they just don’t care about it now, they are still the leaders, and it’s all do to the Windows operational system. Things will change when Google will come up with their OS! Mark my words!
Chrome’s selling point at the moment is because it is fast. It has not got the features that Firefox has. I need my plugins so I’m sticking with Firefox for the time being.
Google is becoming to big in my opinion. Did you know they store the data that you type in the address bar in Chrome even if you don’t press enter!
I value my privacy which is why I am scared of Google.
John
Chrome’s selling point at the moment is because it is fast. It has not got the features that Firefox has. I need my plugins so I’m sticking with Firefox for the time being.
Google is becoming to big in my opinion. Did you know they store the data that you type in the address bar in Chrome even if you don’t press enter!
I value my privacy which is why I am scared of Google…
John
Being a huge Firefox fan I am hesitant to try anything new. So Google Chrome will wait till I hear enough really good things about it for me to make the change.
http://www.labnol.org/software/browsers/google-chrome-market-share/575 8/
Read that
Fail. Its the worst piece of shit to ever hit the planet. on top of poor design, it violated privacy more than any browser ever has combined. This is why its already failed and will continue to fail. bold prediction for 51%? Yeah, you’re way the fuck off.