Google's Chrome browser aimed to increase its market share from 14% to 30% over two years by targeting "Pragmatic" users, who use browsers primarily as tools. Its strategy involved improving perceptions of Chrome's speed, stability, and security through marketing emphasizing these factors. Tactics included free internet access booths, outdoor ads, and partnerships promoting Chrome's features to professionals and power users. The goal was to optimize first-time experiences with Chrome and encourage exploration of extensions to develop user loyalty.

1. Google has been searching...

3. in 3 clicks

4. = Webkit layout + App framework Google Web Browser Launched in 2008 Simple, clean, stable, fast, secure & open source in 3 clicks Google Web Browser Launched in 2008

5. in 3 clicks Nearly 3.000+ Web based Apps Moving internet forward 10.0.648.127 Beating Microsoft

6. in 3 clicks Operating in a mature market, where IE & Firefox are the leaders Focus in increasing market share and active users

7. Knowledge Browser market is competitive » Internet Explorer is the leader, 46% share, but losing share every year » Firefox i n 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 2.0 XHTML Wikis Sharing Semantic Beta Ajax XHTML CSS Collaboration PPC Long Tail RSS Browser Market Competitive Analysis Market Research Segmentation Challenge Goals and Objectives Source: GS.Statcounter and Google´s brief

8. 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 Browser Market Competitive Analysis Market Research Segmentation Challenge Goals and Objectives Scale: 1 to 10 Details in the appendix

9. Knowledge Test Analysis Operational performance; Useful for B2B businesses; Can attract IE and Firefox users Sunspider Javascript 863ms Acid Test 94/100 Website Times* 4.32sec Sunspider Javascript 5245ms Acid Test 20/100 Website Times* 9.62sec Sunspider Javascript 322.3ms Acid Test 100/100 Website Times* 1.262sec *tested on http://www.bbc.co.uk Browser Market Competitive Analysis Market Research Segmentation Challenge Goals and Objectives

10. 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 Browser Market Competitive Analysis Market Research Segmentation Challenge Goals and Objectives

11. 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 Browser Market Competitive Analysis Market Research Segmentation Challenge Goals and Objectives

12. Knowledge Market Segmentation Based on the market research 3 segments were identified Market Segmentation 2. Pragmatics » Comfortable with technology – Use it to assist their life rather than entertainment » Average internet access » Get confused what is a browser – 26% failed completly to identify 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 » N eed the market to be mature to engage with a new product Browser Market Competitive Analysis Market Research Segmentation Challenge Goals and Objectives

13. Knowledge Market Segmentation Based on the market research 3 segments were identified Market Segmentation 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 Market Competitive Analysis Market Research Segmentation Challenge

14. Knowledge Market Segmentation Based on the market research 3 segments were identified 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) Browser Market Competitive Analysis Market Research Segmentation Challenge

15. Knowledge Market Segmentation Based on the market research 3 segments were identified Challenge ? B y 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 Browser Market Competitive Analysis Market Research Segmentation Challenge

16. Strategy Chrome’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

17. Strategy Size of the market Strategy Implementation * Base of 50 million internet population, source: Internet World Stats Chrome users, source: YouGov plc 2010 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%)

18. 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

19. Implementation Idea: Try the faster browser... Can you read your emails in 2 minutes? What: Big free internet access booths Where: In airports and train stations e.g. Heathrow or Euston How long: 6 months Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

20. Implementation Idea: “What happens in the bubble stays in the bubble” What: Chrome’s bubble as a metaphor for tabs operating separately Where: Public areas e.g Parks and summer festivals e.g. Glastonbury How long: 1 month Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

21. Implementation Idea: Statistics about Chrome’s security rate, reassure most secure. What: Outdoor and Print Where: local areas very populated How long: 8 months “ In 2009 there were XYZW credit card frauds on the internet. We proctect you” Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

22. Implementation Idea: “ More simple than you think” What: Giant Outdoor touch screens – high impact and better visualisation about the interface Where: Public areas How long: 2 months Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

23. 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 apps How long: continuous What would you like to have in your Chrome? Gmail Maps Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

24. 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 Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

25. 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 environment Idea 2: Events for digital adults to share information and trends of the internet world, engage with them Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

26. 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. Hygiene factors Motivator factors Speed Stability Simplicity Personalised Extensions & Add-Ons Interaction Customer Experience Security

27. Plan and Results Jan x April x July x Oct x Jan x+1 April x+1 July x+1 Oct x+1 Speed Stability 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

28. Results Market Segmentation Based on the market research 3 segments were identified Assumptions » 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 Assumptions Scenarios and Contigency Plan

29. Results Market Segmentation Based on the market research 3 segments were identified Scenarios 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 Assumptions Scenarios and Contingency Plan

30. Results Market Segmentation Based on the market research 3 segments were identified Scenarios 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 Assumptions Scenarios and Contingency Plan

31. Conclusions Opening Closing Persuading 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

32. We are feeling lucky Thank you. Q&A.