Google's Chromebook and Android Strategy


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Google's Chromebook and Android Strategy

  1. 1. Slides before 1st Section Divider<br />Google Chromebook<br />About Google<br />Enter Section Title Here<br />Unused Section Space 2<br />Android<br />Unused Section Space 1<br />Unused Section Space 3<br />Unused Section Space 4<br />
  2. 2. Chromebook<br />
  3. 3. About Google<br />
  4. 4. Chromebook<br />
  5. 5. Google Chromebook<br />
  6. 6. Chromebook<br />| Basics<br />Runs Chrome OS<br />Cloud Apps<br />Cloud Storage <br />Fast boot<br />No anti virus<br />No updates/patches<br />Connectivity<br />Rental Model<br />Runs out of a browser. Less clutter<br />Google Apps & Chrome AppStore<br />Data stored online. 16GB local HDD<br />Boots up in < 10 sec<br />Does away with antivirus<br />Cloud apps get updated on the cloud<br />WiFi & 2 yr free 3G subscription<br />Organizations can rent Chromebooks<br />
  7. 7. So where do CIOs want to use Netbooks ?<br />Employees who require mobility<br />Within departments to those who access web services regularly<br />Handful of employees demanding the technology<br />Widely as most of our services are accessible through the web<br />Not applicable to our business<br />Source: Chadwick Martin Bailley<br />
  8. 8. Chromebook<br />| Target Segments<br />Businesses & Educational Institutions<br />Business: Quick, easy access to the tools employees need, all through the browser. In the office and on the go, Chromebooks for Business keep work safely synced, while streamlining IT and eliminating tedious maintenance. <br />Education: Spend more time teaching and learning, and less time managing technology. Chromebooks for Education bring the richness of the web into classrooms and help schools put more computers into the hands of students. <br />Power consumers in industry<br />Google will struggle to sell the netbook to power users, be they from the computer industry or any other industry where specialized computer software is required.<br />Households<br />The Google brand may be sufficient to sell the Chromebook at a slight premium ($65-$100) on its netbook competition, but it seems like a risky move by Google to price it that high in this market.<br />Sources : Wyse | Gartner | Google .com<br />
  9. 9. Chromebook<br />| Annualized TCO<br />iPad<br />Desktop<br />Laptop<br />Thin Client<br />Chromebook<br />$ 1318<br />$ 2200<br />$ 530<br />$ 410<br />$ 400<br />Assuming $50 for Google Apps for Business (Enterprise)<br />Sources : Wyse | Gartner | Google .com<br />
  10. 10. Chromebook<br />| Strategic Fit<br />This is the culmination of Google's strategy to release browser-based services for just about everything, but in particular around apps like email and word processing.<br />Pushing greater adoption of Google’s Online services for the enterprise user<br />Chromebook is to ChromeOS what Nexus is to Android<br />
  11. 11. Strategy Analysis<br />Hambrick’s Diamond<br />
  12. 12. Arena<br />Geographies: Mostly US, Canada, Europe & Japan<br />Market Segment: Small and Medium Business & Educational Institutions<br />Product Categories: Lightweight Business Laptop<br />Value Proposition: Minimal maintenance cloud based office laptop solution<br />hambrick’s diamond<br />Staging<br />Cr-48 Demo Laptop sent to testers for free<br />Pilot run with American Airlines, Groupon etc to understand user requirement and build strong word of mouth publicity.<br />Initially sold through Amazon & Best Buy. Now available through Google Apps Authorized Resellers. <br />
  13. 13. Vehicles<br />Hardware development: Acer & Samsung<br />Distribution Network: Google Apps Authorized Reseller, Amazon & Best Buy (for individual consumers)<br />Differentiation<br />Brand : The strong reliable Google Brand (equals a near $100 premium over similar laptops/netbooks)<br />Price: Significantly lower TCO & in-house IT support requirement. Frees up IT Budget<br />Cloud : Does not require any installed software (makes updates and antivirus redundant)<br />Value Proposition: Minimal maintenance cloud based office laptop solution<br />App ecosystem: Huge number of productivity apps available through Google Apps Market<br />hambrick’s diamond<br />
  14. 14. Economic Logic<br />Economies of Scale: Leverage on the immense computation and storage capacity of Google’s Data Centre. <br />Negligible Maintenance costs: Centrally managed cloud apps do away with massive IT personnel requirements and manual updates.<br />Synergies: Chromebook drives adoption of Google Apps & other Google Services. While massive Google Apps ecosystem acts as a differentiating value proposition for Chromebook<br />hambrick’s diamond<br />
  15. 15. Chromebook<br />| Disruptive or Evolutionary?<br />Uses existing technologies in a novel way<br />Browser based cloud OS | Cloud Storage<br />Creates a market for computing devices that do not require a HDD and gets better with time<br />IT infrastructure +services on rent<br />May become a norm in the industry<br />Potentially disruptive<br />
  16. 16. Can it cross the chasm?<br />
  17. 17. Chromebook<br />| Not quite the winner<br />Google Docs vs MS Office<br />Most business users and their clients still depend on MS Office. Chromebook + Office365 could be a solution but that would increase the TCO<br />Cost of 3G Internet<br />WiFi is not ubiquitous. Accessing apps through 3G will be expensive thereby increasing TCO. Besides 3G is not available everywhere either.<br />Speed<br />Without 3G or Wifi, speeds will be very slow making the device unusable. Besides, 3G speeds aren’t stable either<br />Third Party Apps<br />Dependence on Google and Chrome App Store for Applications can be a deal breaker for users who need other 3rd party apps for their business.<br />Partners<br />Partnering with Lenovo, the market leader in enterprise computing, would have made more sense<br />
  18. 18. One more thing….<br />
  19. 19. came in<br />YoY Growth in Netbook Sales<br />iPad launch , April 3rd 2010<br />June 09<br />iPad announcement , Jan 27th 2010<br />July 10<br />Source: Morgan Stanley Research<br />
  20. 20.
  21. 21. Introduction to Android<br />The Android Platform<br />A software platform and operating system for mobile devices<br />Based on the Linux kernel<br />Developed by Google and later the Open Handset Alliance (OHA)<br />Allows writing managed code in the Java language<br />Possibility to write applications in other languages and compiling it to ARM native code<br />Unveiling of the Android platform was announced on 5 November 2007 with the founding of OHA<br />Android is not a single piece of hardware; it's a complete, end-to-end software platform that can be adapted to work on any number of hardware configurations.<br />
  22. 22. The Android Ecosystem<br />User friendliness & hardware compatibility<br />Data usage, discouraging tethering<br />Influence<br />Influence<br />Telecom Operators<br />Handset Manufacturers<br />Avoid fragmentation. Ease of development & publishing.<br />UI, Ease of use, price<br />Influence<br />Influence<br />App Developer<br />Users<br />
  23. 23. Strengths<br /><ul><li>The Google Brand
  24. 24. Device Selection – Any hardware manufacturer use it
  25. 25. Competitive Pricing
  26. 26. Google application & service integration
  27. 27. Open Source
  28. 28. Google Assets – Ready resources of Google</li></ul>Weaknesses<br /><ul><li>Multimedia Support – No centralised support
  29. 29. Reliance on hardware makers to upgrade
  30. 30. Less Mature
  31. 31. Lack of Enterprise Support</li></ul>Opportunities<br /><ul><li>Tablet & e-book reader market
  32. 32. Developing Countries – Can target due to lower costs & ease of use
  33. 33. Developer friendly
  34. 34. Growth of smartphone market
  35. 35. Embedded electronic devices</li></ul>Threats<br /><ul><li>Apple dominance
  36. 36. Increased competition
  37. 37. Platform Fragmentation</li></li></ul><li>Strengths<br />Device Selection<br />
  38. 38. Opportunities<br />Growth of smartphone market<br />
  39. 39. Threats<br />iOS<br />Platform Fragmentation<br />
  40. 40. Android: Strategy Canvas<br />The Android Strategy Map<br />
  41. 41.
  42. 42. Strategy Analysis<br />Hambrick’s Diamond<br />
  43. 43. Arena<br />Product Categories: Smartphone/Tablet PC/Netbooks OS<br />Market Segment: High to Low end Smartphones<br />hambrick’s diamond<br />Staging<br />2005: Google acquires Android<br />2007: Open handset alliance formation with 34 members (currently 83)<br />2008: Free open source software license <br />2008: First Andorid Phone (G1) launched<br />
  44. 44. Vehicles<br />Google phones with HTC & Samsung<br />Open Handset Alliance<br />hambrick’s diamond<br />Differentiation<br />Integration with Google’s other products<br />Variety of handsets available<br />Open Source<br />Low price for end users<br />Easy programmability for app developers<br />Multi-platform compatibility<br />
  45. 45. Economic Logic<br /><ul><li>Mobile Ad revenue
  46. 46. App Revenue
  47. 47. Driving demand for other Google products</li></ul>hambrick’s diamond<br />
  48. 48. Apps<br /><ul><li>Joint Largest App Market
  49. 49. Second-most active app-hungry users</li></li></ul><li>Towards the Future<br />Verdict: Android looks strong going forward, as smartphones’ share of the cellular device market will increase.<br />
  50. 50. AmeyaKamat<br />Kruthika Kumar M<br />SandipDev<br />SaumyaSen<br />