
“First we take Manhattan, then we take Berlin” - Leonard Cohen
If the recent inundation of billboards promoting the Chrome browser on the streets of my adopted city is any indication, it appears someone at Google is familiar with the song and is following a similar plan – have you noticed any sudden increase in advertising for Chrome in your neighborhood too?
Chrome is over two years old, though – why the promotional push now?
In terms of profitability, Google remains essentially a one-trick pony – and although search-driven contextual advertising is one pretty nifty trick (and one that Google’s pretty good at), the company has had less than a Midas touch when it comes to following that success up in other markets (think Buzz, Wave, or Google TV).
YouTube? The site was acquired for $1.65 billion US four years ago and has yet to turn a profit.
Android? Every day, another estimated 200,000 Android phones come online – yet each activation contributes no direct revenue to Google whatsoever. The Android platform was developed as free open source software, solely to support Google’s core contextual advertising business by allowing the company to control as much of the search experience on mobile devices as possible.
It turns out these are all merely ancillary ventures – Google’s big-picture ‘second act’, the technology with the potential to dwarf even their search-driven advertising business, is cloud-based computing. In support of that goal, as loyal subjects of Google we’ve been treated to not only a spate of free internet applications over the past few years (Gmail, Google Docs, et al), but also to the Chrome browser – the subject of the billboard blitz Berlin currently finds itself in the midst of.
The important thing to understand about the Chrome browser is that it was never intended as merely a competitor to IE/Firefox/Safari – rather, it’s nothing less than the first iteration in the development of the Chrome operating system, upon which Google’s future cloud-based computing paradigm will be based (in Google’s version of the future, the browser is the operating system). In that context, it’s a bit surprising that Chrome hasn’t already been promoted more heavily than it has – after all, the company enjoys unparalleled direct access to internet eyeballs (that is, until Facebook decides to build a browser).
Despite the relatively soft sell, though, the Chrome application has still managed to creep to a respectable 10% – 14% browser market share (depending on who you ask) – just in time for the Chrome operating system to make its debut on selected devices later this year.
In the meantime, if the streets and U-bahn stations of Berlin are any indication, it appears Google is ramping up the promotion of their Chrome browser (and not incidentally, the Chrome brand) in anticipation of their cloud-based OS – and they’re not above using decidedly old-school media such as billboards to do it.
Personal computing is changing. The post-desktop OS will either be based on an ‘App Store’ model (Apple’s just launched an iOS-style App Store for their Mac computers) or a thin client, cloud-based model – such as Google’s Chrome OS.
With the advent of multiple tablet options, 2011 is shaping up to be a battle between the two. What you have to like about Google is that with both Chrome and Android, they have a viable horse in both races.
P.S. Not surprisingly, Chrome is increasingly in the news these days: