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Presentation on Google's Strategy for Android and Chromebook
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Slides before 1st
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Google Chromebook
About Google
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Android
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Title Here
Chromebook
Chromebook
Runs Chrome OS
Cloud Apps
Cloud Storage
Fast boot
No anti virus
No updates/patches
Connectivity
Rental Model
Runs out of a browser. Less clutter
Google Apps & Chrome AppStore
Data stored online. 16GB local HDD
Boots up in < 10 sec
Does away with antivirus
Cloud apps get updated on the cloud
WiFi & 2 yr free 3G subscription
Organizations can rent Chromebooks
Chromebook | Basics
62%
39%
23%
11%
6%
Employees who require mobility
Within departments to those who access web services regularly
Handful of employees demanding the technology
Widely as most of our services are accessible through the web
Not applicable to our business
Source: Chadwick Martin Bailley
So where do CIOs want to use Netbooks ?
ChromebookBusinesses & Educational Institutions
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.
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.
| Target Segments
Sources : Wyse | Gartner | Google .com
Power consumers in industry
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.
Households
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.
Desktop Laptop Thin Client Chromebook
$ 1318 $ 2200 $ 530 $ 410
iPad
$ 400
Assuming $50 for Google Apps for
Business (Enterprise)
Chromebook | Annualized TCO
Sources : Wyse | Gartner | Google .com
Chromebook | Strategic Fit
Pushing greater adoption of Google’s Online services for the enterprise user
Chromebook is to ChromeOS what Nexus is to Android
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.
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Hambrick’s Diamond
StagingCr-48 Demo Laptop sent to testers for free
Pilot run with American Airlines, Groupon etc to understand user requirement and build strong word of mouth publicity.
Initially sold through Amazon & Best Buy. Now available through Google Apps Authorized Resellers.
ArenaGeographies: Mostly US, Canada, Europe & JapanMarket Segment: Small and Medium Business & Educational InstitutionsProduct Categories: Lightweight Business LaptopValue Proposition: Minimal maintenance cloud based office laptop solution
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VehiclesHardware development: Acer & Samsung
Distribution Network: Google Apps Authorized Reseller, Amazon & Best Buy (for individual consumers)
DifferentiationBrand : The strong reliable Google Brand (equals a near $100 premium over similar laptops/netbooks)
Price: Significantly lower TCO & in-house IT support requirement. Frees up IT Budget
Cloud : Does not require any installed software (makes updates and antivirus redundant)
Value Proposition: Minimal maintenance cloud based office laptop solution
App ecosystem: Huge number of productivity apps available through Google Apps Market
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Economic LogicEconomies of Scale: Leverage on the immense computation and storage capacity of Google’s Data Centre.
Negligible Maintenance costs: Centrally managed cloud apps do away with massive IT personnel requirements and manual updates.
Synergies: Chromebook drives adoption of Google Apps & other Google Services. While massive Google Apps ecosystem acts as a differentiating value proposition for Chromebook
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Chromebook| Disruptive or Evolutionary?
Uses existing technologies in a novel wayBrowser based cloud OS | Cloud Storage
Creates a market for computing devices that do not require a HDD and gets better with time
IT infrastructure +services on rent
May become a norm in the industry
Potentially disruptive
Can it cross the chasm?
Chromebook| Not quite the winner
Google Docs vs MS Office
Cost of 3G Internet
Speed
Third Party Apps
Most business users and their clients still depend on MS Office. Chromebook + Office365 could be a solution but that would increase the TCO
WiFi is not ubiquitous. Accessing apps through 3G will be expensive thereby increasing TCO. Besides 3G is not available everywhere either.
Without 3G or Wifi, speeds will be very slow making the device unusable. Besides, 3G speeds aren’t stable either
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.
Partners Partnering with Lenovo, the market leader in enterprise computing, would have made more sense
One more thing….
20%
33%
27%
70%
29%
11%
2%-4%
June 09
iPad announcement , Jan 27th 2010
iPad launch , April 3rd 2010
YoY Growth in Netbook Sales
came in
July 10
Source: Morgan Stanley Research
INTRO
DU
CTION
TO AN
DRO
ID
A software platform and operating system for mobile devices
Based on the Linux kernel
Developed by Google and later the Open Handset Alliance (OHA)
Allows writing managed code in the Java language
Possibility to write applications in other languages and compiling it to ARM native code
Unveiling of the Android platform was announced on 5 November 2007 with the founding of OHA
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.
The Android Platform
Handset Manufacturer
s
Influence
App Developer
Influence
Users
Influence
Telecom Operators
Influence
User friendliness & hardware
compatibility
Avoid fragmentation. Ease of development
& publishing.UI, Ease of use,
price
Data usage, discouraging
tethering
The Android Ecosystem
Strengths
+ The Google Brand+ Device Selection – Any hardware
manufacturer use it+ Competitive Pricing+ Google application & service
integration+ Open Source+ Google Assets – Ready resources of
Weaknesses +Multimedia Support – No centralised support+Reliance on hardware makers to upgrade+Less Mature+Lack of Enterprise Support
Opportunities
+Tablet & e-book reader market+Developing Countries – Can target due to lower costs & ease of use+Developer friendly+Growth of smartphone market+Embedded electronic devices
Threats+Apple dominance+Increased competition+Platform Fragmentation
Device Selection
Strengths
Opportunities
Growth of smartphone market
Threats iOS
Platform Fragmentation
AND
ROID
: STRATEGY CAN
VAS
Ease of Applica
tion Development
Quality of a
vailable apps
Quantity of availa
ble apps
Degree of Fragmentation
Ease of App Publish
ing UI
Ease of use
Price of h
andset
Symbian Blackberry AndroidiOS Windows Mobile
The Android Strategy Map
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Hambrick’s Diamond
Staging2005: Google acquires Android2007: Open handset alliance formation with 34 members (currently 83)2008: Free open source software license 2008: First Andorid Phone (G1) launched
Arena
Product Categories: Smartphone/Tablet PC/Netbooks OSMarket Segment: High to Low end Smartphones
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VehiclesGoogle phones with HTC & SamsungOpen Handset Alliance
DifferentiationIntegration with Google’s other productsVariety of handsets availableOpen SourceLow price for end usersEasy programmability for app developersMulti-platform compatibility
Economic Logic• Mobile Ad revenue• App Revenue• Driving demand for other Google
products
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Apps
- Joint Largest App Market- Second-most active app-
hungry users
Towards the Future
Verdict: Android looks strong going forward, as smartphones’ share of the cellular device market will increase.
Ameya Kamat
Kruthika Kumar M
Sandip Dev
Saumya Sen
