Google's has announced (7/7/2009) that they're delveloping a “new” operating system called Google Chrome. It isn't surprising that they want to translate their success in online search and serving ads into other products. What does it mean when the biggest name next to Microsoft throws itself into the operating system arena? Is this good for us all or just another selfish corporate play for market share and money? (Hint: it's both)

Follow up:

Google has been branching out into online applications (Google Apps) as well as Android, a mobile operating systems for smart phones. While their online app concept (chat/email/calendar/documents) hasn't attracted much attention, several phones have been released that run Android, including the T-Mobile myTouch3G. Andriod is a mobile operating system based on a Linux kernel and was initially proprietary. Only in late 2008 was it released as open source under the Apache license. Parts of the software developer kit are still proprietary and closed source. Clearly Google wants to hold on to some control of derivative works and apps.

Google Chrome (the operating system, not the web browser with the same name) seems to be going the same route. It is intended to be an operating system for netbooks, and will be based on a Linux kernel. It is not open source yet, but “ Later this year we will open-source its code” (googleblog). Sound familiar?

There are hundreds of operating systems based on Linux kernels, we just call them “Linux” and differentiate them by their distribution name: Debian, Fedora, Ubuntu, Redhat, or SuSe, just to name a few. Google will create their own distro “Chrome” but their name recognition and marketing power will instantly make it more important than any existing and stable platform we've got now. You're ordering a Dell netbook and the operating system select goes something like this:

• Windows 7 (add $129)
• Google Chrome (free)
• Ubuntu UNR (free)

I know the first two names, but who is Ubuntu?

It isn't clear at this point just how much Linux will be in Chrome - but their aggressive release intentions (Q2 2010) seem to preclude a major reworking of what has already been coded by the open source community. It is clear, however, just what their vision is for Chrome: it is a processor independent platform which will enable their Chrome browser to connect to the internet and access their remote productivity application suite. If Chrome, the operating system and web browser are free, and the Google online apps are free, just what does Google get out of all this? Depending on how you look at things either very little or a tremendous amount.

When you have a captive user (read: consumer) who is in your domain of control from turning on a computer to browsing a website, you have a significant amount of leverage over a competitor. Microsoft's Internet Explorer software is still used by over 65% of computer users not because they choose it, but because it came installed on their computer. Being "the standard" and being "the platform" to develop for has a tremendous intangible benefit and captures even more market share. What Google, as the dominant internet ad server has now is something Microsoft never had and was never able to exploit.

Google needs to be able to index not just you, the transient internet user, but you the individual so that when they send you an advertisement, you will click it. Google targets ads by browsing history now, but having you in the palm of their hand via browser and operating system, even through your interaction with their online apps finally gives them a complete picture of you, the marketing target. Let's not forget, they're in your cellphone now too. That's real power and by handing out all these freebies, you won't even notice you handed them the reins to your wallet. Speaking of wallets, how long before Google announces a "Google Card Virtual Wallet" to make buying even easier? I bet they'll include detailed expense reporting to help you manage your budget, free!

This leaves us with a couple very important questions going forward:

1)Will Google Chrome be able to set itself apart from other Linux distros and be a more meaningful competitor to MS Windows? I suspect yes, and easily. The average person buys a computer with the operating system installed and Google will surely get an instant market share of netbook operating system pre-installations. They have excellent brand recognition and also benefit from latent anti-Microsoft sentiment.

2)Will Chrome bring more awareness to other Linux distros? Some, but Google won't be advertising Chrome as a Linux distro. The press will talk about Chrome, and maybe in the same breath, about other alternate operating systems. Linux in general will get some indirect attention as smaller market share players in this “alternate” market.

3)Is Chrome a good thing or a bad thing? Probably a good thing! Competition drives innovation and the more options a consumer or computer user has, the better. Google wants to index us so they can serve us ads we will click. Google is in this for themselves, but we all benefit.

And hey, by the way... just remember you are an individual and you have a choice. Don't forget to pick up a couple business cards on your way out the door today:

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Once most of you are blocking ads, we'll talk about Google's business model and what comes next after serving targeted ads no longer works to sell products.