Google Chrome Enters the Browser Wars. Fallout to impact Marketers?

Google unveils Chrome,a new web browser, available for download today. Chrome is the latest addition to an already competitive landscape with Microsoft’s Internet Explorer and Mozilla’s Firefox. Whether Chrome can take market share from Microsoft or Mozilla remains to be seen. Regardless, the release points to a changing and blurring landscape for computing, entertainment, and marketing.

The Chrome release is highlighted by information presented in a comic book format (image at right from page 37). The information presented in this release highlights exactly why marketers need to be concerned about this new browser. A couple points that stand out in particular:

• The Web is moving from an information resource to an application resource:  users are performing tasks and not searches.
• Browsers are selected by users based on total cost of ownership (easiest to maintain):  those who maintain personal computers install browsers based on what causes the least damage to the system by unwitting users resulting in less maintenance over time.
• The Chrome browser is built on the same technology that will be powering the Android browser on mobile devices: potential for seamless integration that is not only manufacturer independent, OS independent, but also device independent.
• Privacy mode (also included in upcoming IE 8) will limit cookies, histories, and tracking: not just created for browsing of “those” sites, but prevents user profiles from being created for users frustrated with targeted push marketing (even beyond pop up ads).
• Integration with Google Gears provides a platform for better applications to be built by developers: users will come to expect more from all digital interactions at all touchpoints so long as it provides value.

Google’s success thus far is due in no small part to their continuous innovation. They are well regarded for listening to users and responding with impactful technology. While today’s marketers are still grasping at how the brand message is driven by users, the launch of Chrome introduces a new challenge to marketers– responding to what users want to do, not just hear.