An exploration of the disruptions to the major makers of PC and mobile operating systems -- Microsoft, Apple, Google -- caused by Netbooks.

1. Apple, Google and Microsoft’s
Size Problem
Adam Richardson, Creative Director
August 18, 2009

2. Google, Microsoft and Apple are all facing a
potentially game-changing disruption to their
businesses. What lessons can we learn from how
they are facing it?
© 2009 frog design. confidential & proprietary. 2

3. Chrome OS Vista Mac OS X
Android Windows Mobile iPhone OS
Google, Microsoft and Apple all make two OS’s:
one geared for full-size PCs, one for small
smartphones/PDAs.
© 2009 frog design. confidential & proprietary. 3

4. The possible disruption is caused by the rapid rise
of popularity of Netbooks that sit in size between
smartphones and laptops.
© 2009 frog design. confidential & proprietary. 4

5. The usage models for laptops and smartphones
are more or less established, and the OS’s that
drive these products are tuned to the usage
models (variety of applications, duration of use,
interaction types, connectivity...)
© 2009 frog design. confidential & proprietary. 5

6. But how people will use this middle-size device is
unclear. That means its technical specs, desirable
applications, and OS type are also unclear.
© 2009 frog design. confidential & proprietary. 6

7. What should the OS makers do?
Scale up from a smartphone OS, or scale down
from a PC OS?
© 2009 frog design. confidential & proprietary. 7

8. Chrome OS Windows 7 Mac OS X
LARGER
Desktop
Laptop
Tablet
Netbook
Smartphone
SMALLER
Android Windows Mobile iPhone OS
Each company is taking a di erent approach.
© 2009 frog design. confidential & proprietary. 8

9. Chrome OS Windows 7 Mac OS X
LARGER
Desktop
Laptop
Tablet
Netbook
Smartphone
SMALLER
Android Windows Mobile iPhone OS
With Chrome OS, Google is playing it from both ends by
overlapping it with Android for Netbook-sized devices:
This may cause confusion for developers: which platform
should they invest in?
© 2009 frog design. confidential & proprietary. 9

10. Chrome OS Windows 7 Mac OS X
LARGER
Desktop
Laptop
Tablet
Netbook
Smartphone
SMALLER
Android Windows Mobile iPhone OS
Neither of Microsoft’s current OS’s work for Netbooks.
Windows 7 is intended to be more cross-platform, with
di erent versions covering laptop to Netbook, leaving
Windows Mobile for smartphones/PDAs.
© 2009 frog design. confidential & proprietary. 10

11. Chrome OS Windows 7 Mac OS X
LARGER
Desktop
Laptop
Tablet
Netbook
Smartphone
SMALLER
Android Windows Mobile iPhone OS
Apple also has two clear OS options that lie at the
extremes of device size and usage models.
© 2009 frog design. confidential & proprietary. 11

12. Chrome OS Vista Mac OS X
LARGER
Desktop
Laptop
Tablet
Netbook
Smartphone
SMALLER
Android Windows Mobile iPhone OS
Apple wants to avoid Netbooks. With renewed rumors
about a Tablet, the question is which OS Apple might use
for it? And would it work more like a Mac or an iPhone?
© 2009 frog design. confidential & proprietary. 12

13. When facing uncertainties about platform disruptions in
your own business, you can learn from the three strategies
pursued by these three companies.
© 2009 frog design. confidential & proprietary. 13

14. Hedge your bets
Make one of everything,
even if there is overlap until
a winner emerges.
When facing uncertainties about platform disruptions in
your own business, you can learn from the three strategies
pursued by these three companies.
© 2009 frog design. confidential & proprietary. 14

15. Hedge your bets One size fits most
Make one of everything, Try to cover multiple bases
even if there is overlap until with one product, count on
a winner emerges. appeal of cross-platform
familiarity for users and
developers
When facing uncertainties about platform disruptions in
your own business, you can learn from the three strategies
pursued by these three companies.
© 2009 frog design. confidential & proprietary. 15

16. Hedge your bets One size fits most Pinch play
Make one of everything, Try to cover multiple bases Optimize the extremes, and
even if there is overlap until with one product, count on hope the middle goes away.
a winner emerges. appeal of cross-platform
familiarity for users and
developers
When facing uncertainties about platform disruptions in
your own business, you can learn from the three strategies
pursued by these three companies.
© 2009 frog design. confidential & proprietary. 16