The New York Times reports that Google Inc. (NASDAQ: GOOG) will introduce its own browser -- named Chrome -- but will it cost Microsoft Corp. (NASDAQ: MSFT) any revenues? Since Microsoft gives away its browser, the answer is no. However, Google's move may force Microsoft to divert resources to upgrade its browser to avoid losing market share.
And Microsoft' still dominates the browser market. The Times reports that Microsoft "still holds 73 percent of the browser market. [Open-source browser] Firefox's [share] has climbed to 19 percent, while Apple Inc.'s (NASDAQ: AAPL) Safari has 6 percent." And Google's Chrome introduction marks "a shift for Google, which has strongly backed Firefox."
So why is Google doing this? It could be so that as Google develops applications -- such as search, word processing, spreadsheets, presentation and e-mail programs -- designed to run on browsers for PCs and handheld devices it wants to avoid being so dependent on Microsoft. InfoTech reports that a "new feature in the latest beta of Microsoft IE 8 makes it easier for users to block information about their browsing habits, a move which could hamper Google's interests in display advertising." And while Firefox keeps pressure on Microsoft to upgrade its browser, Google has far more resources to threaten Microsoft's share. So Chrome could divert more Microsoft cash and staff.
Nevertheless, Google's sole source of market dominance is search advertising. But web-based software would be a lucrative market from which Google could draw revenues in the future -- InfoTech says that "the market for Web-based software is expected to touch $160 billion by 2011."
Unfortunately for Google shareholders, there's no compelling evidence that Chrome will add another stilt -- in the form of significant software sales -- to Google's one-legged competitive platform.
Peter Cohan is President of Peter S. Cohan & Associates. He also teaches management at Babson College and edits The Cohan Letter
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