Google Chromebooks Aim for Microsoft and Miss Facebook
June 30, 2011
The enterprise market has a siren’s appeal to Googlers. The idea of tapping into the revenue of Office and Microsoft’s back office products is magnetic.
“How Much of a Threat Exactly do Google Chromebooks Pose to Microsoft?” asks the Guardian.co.uk. Personally, we think Microsoft is a bigger threat to itself with its multi-front war and catch-up position in mobile phones. However, with Chromebooks Google does have some tricks up its sleeve that may put some pressure on Microsoft.
The Chromebook runs not Windows, but ChromeOS. It also eschews Microsoft Office in favor of Google apps. Granted, that won’t meet the needs of many users. The company knows, though, that it will suffice for plenty others. Google is not primarily aiming at individuals, but businesses, which is where Microsoft gets most of its income:
“Google, with the Chromebook, is aiming to eat Microsoft’s lunch – and its dinner and breakfast too. How? By nibbling away at Windows and Office revenues by finding the companies that have finally had enough of Office upgrades, and aren’t that keen on the Windows upgrade cycle – and associated costs – either. The other target: schools – where Microsoft first gets its customers. Chrome is, make no mistake, a dagger poised over Microsoft’s heart. The only question is whether it’s made of steel or rubber.”
It’s true that not having to deal with Windows and Office upgrades would be an advantage. Also, the Chromebook is designed to run entirely in the cloud, which means that if you lose or destroy one, you can still get to your data. Handy, that. It also means you don’t have to remember to back up your hard drives.
Furthermore, Google insists that you won’t have to worry about malware with this device, since they take care of security within its servers. The challenge, of course, will be making inroads that add up to a significant revenue stream. After more than a decade of trying, Google is dependent on ad revenue. An overpriced, underpowered, cloud centric computing device sounds good, but it lacks the sizzle of the Apple hardware. I also believe that Google’s fixation on Microsoft has been a contributing factor in Google’s inability to respond effectively to Facebook. Facebook seems a far cry from the enterprise. I am not sure that’s a fully informed view of what Facebook is planning. Just my opinion.
Stephen E Arnold, June 30, 2011
From the leader in next-generation analysis of search and content processing, Beyond Search.
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