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