Google Chrome - Strategic Plan

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= Webkit layout + App frameworkGoogle Web Browser

Launched in 2008

Simple, clean, stable, fast, secure & open source

in 3 clicks

Google Web Browser Launched in 2008

in 3 clicks

Nearly 3.000+Web based Apps

Moving internet forward 10.0.648.127 Beating Microsoft

in 3 clicksOperating in a

mature market, where IE & Firefox

are the leaders

Focus in increasing market share and

active users

Knowledge Browser market is competitive

» Internet Explorer is the leader, 46% share, but losing share every year

» Firefox in 2nd place, 38% but maybe doing something more alarming than IE

» Chrome in 3rd place, still the fastest growing; In 2010 increased share from 5% to almost 14%

Web 2.0XHTML

WikisSharing Semantic

BetaAjax

XHTML

CSSCollaboration

PPC

Long TailRSS

Browser MarketCompetitive AnalysisMarket ResearchSegmentationChallengeGoals and Objectives

Source: GS.Statcounter and Google´s brief

Knowledge

Overall Rank: IE: 4,43 /Firefox: 5,85 /Opera: 6,85 / Safari: 6,71 / Chrome 8,14

Browser Performance Monitor*Hygiene and motivator factors that drive loyalty

Extensions & Add-ons

Stability

User-friendly Security

Speed

Design

* Adapted: Brand Value Monitor // Source: Whatbrowserorg, Wiki omparison_of_web_browsers


Scale: 1 to 10

Details in the appendix

Knowledge Test Analysis

Operational performance; Useful for B2B businesses;

Can attract IE and Firefox users

Sunspider Javascript863ms

Acid Test94/100

Website Times*4.32sec

Sunspider Javascript5245ms

Acid Test20/100


Sunspider Javascript322.3ms

Acid Test100/100


*tested on http://www.bbc.co.uk


Knowledge Perceptions, opinions and attitudes towards browsers

usage and Chrome

Quantitative and Qualitative research: » Survey: stats about browser awareness, usage and preferences (source: YouGov plc 2010)

» European Telecom market research: gave us insight about behaviours towards to technology and internet usage (source: Cranfield University)

» (In-depth) telephone interviews: further identify preferences and insights from professionals in the internet market, including Developers, Designers and Media Consultants


Knowledge Market Segmentation

Based on the market research 3 segments were identified

1. Laggards» Not confident with technology» Low internet access» 36% failed to identify any browser or don´t know what it is» Likely to be a older group and/or retired» Likely to use Internet Explorer as it main browser

Issue» Dependency to consult friends and family when making internet decision



2. Pragmatics» Comfortable with technology – Use it to assist their liferather than entertainment» Average internet access» Get confused what is a browser – 26% failed completly toidentify what is a brower» Likely to be a worker or student» More likely to use Internet Explorer and Firefox

Issue» Repertoire usage behaviour and default settings » Need the market to be mature to engage with a new product



3. Digital Adults» “Breathe” technology” and is an internet expert» High internet access» Risk taker and high engagement with new functionalities» 38% identify correctly what is a browser» Likely to be a (young) professional and student» Likely to use Firefox, Safari and Chrome

Issue» Inertia, still not convinced» High engagement with the interface of the browser» Overall satisfaction with the current browser

Browser MarketCompetitive AnalysisMarket ResearchSegmentationChallenge

Knowledge Our Knowledge

Drivers of our strategy

» More than gaining market share we are focused on building browser loyalty and increasing the number of active users

We suggest: » Low focus on Laggards, since they are not confident with technology (mainly IE´s users)

» Medium focus on Digital Adults, given they have high engagement with the current browser and has a strong mindset about technology products (mainly Firefox’s users)

» High focus on Pragmatics, they are comfortable with the internet but they are not loyal to a particular browser (mainly IE´s users)


Knowledge Challenge

?By mainly targeting the pragmatic segment...

How to increase market share of Chrome by 16% in 2 years, while also building browser loyalty and increasing the number of active users


StrategyChrome’s goals and objectives

Business Objectives » Increase market share by 16% in 2 years

Marketing Goals » Promote Chrome and its features and benefits » Increase loyalty by improving customer experience and perception of product performance » Improve first experience , “Moment of Truth”

Key Indicators of Performance » Number of active users (last 7 days) » Net Promoter Score » Revenue per user

Strategy Implementation

StrategySize of the market

Current position Laggards Pragmatic Digital Adults Total*

Size of the market

8 million (16%)

29 million (58%)

13 million (26%)

50 million (100%)

Chrome Users - - - 7200 million(100%)

Active Chrome Users

- - - 2900 million(40%)

Unactive Chrome Users

- - -4300 million

(60%)

Strategy Implementation

* Base of 50 million internet population, source: Internet World Stats Chrome users, source: YouGov plc 2010

Implementation

Hygiene factors Motivator factors

Speed Stability Security Simplicity Personalised Extensions & Add-Ons

Interaction Customer Experience

Focus: » Product Awareness» Educate users about browsers and Chrome features» Interaction and Innovation

Focus: » Improve their perception of product performance» 2 way communication» Leverage users priorities

Implementation

Idea: Try the faster browser... Can you read your emails in 2 minutes?What: Big free internet access boothsWhere: In airports and train stations e.g. Heathrow or EustonHow long: 6 months


Speed Stability Simplicity Personalised Extensions & Add-Ons


Security

Implementation

Idea: “What happens in the bubble stays in the bubble”What: Chrome’s bubble as a metaphor for tabs operating separatelyWhere: Public areas e.g Parks and summer festivals e.g. GlastonburyHow long: 1 month




Security

Implementation

Idea: Statistics about Chrome’s security rate, reassure most secure.What: Outdoor and PrintWhere: local areas very populatedHow long: 8 months

“In 2009 there were XYZW credit card frauds on the internet.

We proctect you”




Security

Implementation

Idea: “More simple than you think”What: Giant Outdoor touch screens – high impact and better visualisation about the interfaceWhere: Public areasHow long: 2 months




Security

Implementation

Idea: Can I get Gmail in my new browser? Higher visibility of options.What: At first contact, option to integrate other google´products – As a toolbar or via appsHow long: continuous

What would you like to have in your Chrome?

Gmail

Maps




Security

Implementation

Idea: Continuous innovation on extensions and Add-Ons Possibility to share to social networks promoting the apps.How long: continuous

Rita is using Eblogger Extension Chrome : Fast, Secure, Stable and Simple with all

your tools




Security

Implementation

Idea 1: Partnerships with companies who train internet professionals.Companies will promote Chrome by showing the relevance of its features and benefits in a working environmentIdea 2: Events for digital adults to share information and trends of the internet world, engage with them




Security

Implementation

The effect of communicating these factors in combination will raise awareness of the delightful experience that Chrome offers.

It is crucial to optimise a users first experience with Chrome, by engaging them and encouraging them to explore the apps and extensions.

Ultimately making the first touchpoint exciting means they are more likely to return to explore another time and thus, become loyal users.




Security

Plan and ResultsJan x April x July x Oct x Jan x+1 April x+1 July x+1 Oct x+1

SpeedStability

Security

Simplicity

Safety

Speed

Interaction

Ongoing:- Personalised and Extensions & Add-Ons (4% of Pragmatics ; 1% of Digital Adults)

3% of Pragmatics

3% of Pragmatics

2.5% of Pragmatics

2% of Pragmatics

1% of Digital Adults

Increase number of active users and loyalty

ResultsAssumptions

» The internet will continue to grow at the same annual rate

» No new browsers will enter the market in this time frame

» The market is split into three main segments: Laggards, Pragmatics and Digital Adults » The budget expected correspond to 0.80% of the total UK Google revenue

» 5% of the budget correspond to contingence plan

» We assume that Google will maintain their usual communications

Revenue and Budget AssumptionsScenarios and Contigency Plan

ResultsScenarios and Contigency Plan

Above expected» The strategy takes less then two years, since the effectiveness was higher than expected» Market share increases by more than 30%. If this is the case the overall spend will be lower» Market grows more than expected and as a result there are more new users to capture

Expected scenario» Everything occurs according to the plan based on the previous assumptions

Revenue and Budget AssumptionsScenarios and Contingency Plan

ResultsScenarios and Contingency Plan

Below expected» Consumers are less responsive to the strategy, more PR bursts are needed» The campaign may have to stretch over longer time periods » The budget may have to increase to cover these adjustments» Market doesn't grow as much as expected and therefore there are less new users to capture» The amount of people in each segment is lower than expected

Contingency Plan» Monitoring on the market» On-going tracking of target users» Flexible campaign roll out- which ensures pro-active responses to changes

Revenue and Budget AssumptionsScenarios and Contingency Plan

ConclusionsOpening ClosingPersuading

1

How to increase market share of Google´s

Chrome by 16% in 2 years, while building browser loyalty and grow the number of

active users?

An integrated plan focus in addressing the hygiene and motivator factors that lead

to building loyalty

From Speed... To Customer Experience

Increase market share by 16% in 2 years

Increase usage and number of active

users

Building browser loyalty

2 3

We are feeling lucky

Thank you. Q&A.

Date post:	25-Jan-2015
Category:	Business
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