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Apple, Google and Microsoft’s
        Size Problem




       Adam Richardson, Creative Director
                August 18, 2009
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Apple, Google and Microsoft's Size Problem

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Apple, Google and Microsoft's Size Problem

  • 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