Presented By:Cherry ChenJohn Ellis

Google OS: A Better Alternative

Rachel LucyWilliam NicholsonAlbert Wong

Roadmap

Internal Analysis

Quantitative Analysis

Recommendation

Industry Analysis

Question and Answer

• Search engine processes 1 billion requests

every day

• #2 in Brandz equity database

Google’s high usage creates strong customer base.

Google OS creates an integrated ecosystem

Android success demonstrates Google’s OS capability

http://www.google.com/imgres?hl=en&client=firefox-a&hs=GsI&sa=X&tbo=d&rls=org.mozilla:en-US:official&channel=fflb&biw=1180&bih=724&tbm=isch&tbnid=8xurcZjfF8PWdM:&imgrefurl=http://www.forbes.com/sites/rogerkay/2011/07/18/how-android-could-stumble/&docid=romwK6joNVmCEM&imgurl=http://blogs-images.forbes.com/rogerkay/files/2011/07/Android1.jpg&w=450&h=371&ei=vbfGUOLFE6GA0AHR14DwAQ&zoom=1&iact=hc&vpx=473&vpy=318&dur=3011&hovh=204&hovw=247&tx=159&ty=124&sig=116488091510915293168&page=1&tbnh=145&tbnw=176&start=0&ndsp=22&ved=1t:429,r:9,s:0,i:179

• #1 in Smartphones• Known for Customizability• Generates money for

Google indirectly• Open source

Microsoft dominates the PC OS Industry

Current OS0.00%10.00%20.00%30.00%40.00%50.00%60.00%

55.2%44.8%

Current OS usage in target market

Windows Mac

Microsoft’s dominance is weaker in the target market

VS.

Google OS can encroach on Microsoft’s share of the target market

Four Factors Drive Favorability

.303.351 .255

.169

Target consumers favor Google OS over Microsoft Windows

Google Microsoft1

2

3

4

5

6

7

5.75.26

Favorability

Ease of Use

.351

• Cleaner interface

• Automated fixes

• No technical jargon in pop-ups

• Simplified troubleshooting

Ease of Use drives Favorability

FavorabilityCompatibility .255

Google can improve program compatibility

• Improve Google’s program offerings

• Establish compatibility with other OS software

• Leverage integrated ecosystem

• Negotiate licenses

Choose Google OS

Performance Reliability

3.2%

Performance Reliability is a Strategic Minimum

• Efficient use of memory

• Fast Operation

• Fewer crashes

• Cloud-based

6.54

9.07

3.15

3.886.54

-3.31

Six Factors Drive Purchase

Popularity and “Cool” factor adds Significance

FavorabilityPopularity 24.72%

VS.

Statistical comparison gives edge to Google OS

Google OS scored higher in performance reliability

Google Microsoft1

2

3

4

5

6

7

5.655.19

Google OS also scored higher in ease of use

Google Microsoft1

2

3

4

5

6

7

6.205.62

Google OS was rated much more highly in popularity

Google Microsoft1

2

3

4

5

6

7

6.22

4.21

• Performance reliability is a strategic

minimum

• Ease of use is related to performance

reliability

• Popularity is a differentiating factor

Google should improve while maintaining its advantage

Windows users chose Google OS 6.052% more often than Mac users

Recommend $25 penetration price point

• Account for switching costs

• Balance data recommendations with Google

corporate strategy

• Undercut Microsoft with competitive price

Recommend $25 penetration price point

Ease of Use

Compatibility with Programs

Popularity

Customizability

Performance Reliability

0 1 2 3 4 5 6 7

Microsoft Google

Consumer Perceptions

Choose Google OSCustomizability 4.697%

http://geekdeck.com/wp-content/uploads/2010/04/google_lego.gif

• Most significant factor in determining

probability of purchase

• Open source like Android

• Perceived as equal to Microsoft

Customizability provides Google OS with a competitive advantage

Google OS can be customized just for the customers

Target Market

Target Market

• 89 respondents, 49% female and 51% male

• Between the ages of 21-24

• 55% Windows, 45% Mac

Google already highly regarded

Customizability and Favorability most important for Prob

Several important attributes for Favorability

Favorability explains almost all Likelihood of Recommending

Microsoft rated higher on compatibility, tied on customizability. Google leads everything else.

93% willing to Pay $25 or More

Focus on performance, compatibility, ease of use, and design