Google browser: Why Google needs it

The search giant Google has officially confirmed its long-rumoured entry in the browser arena. Termed Chrome, the new browser will take on Microsoft's Internet Explorer and Mozilla Foundation's Firefox.

Google's entry in the browser market further embitters the long-going Microsoft-Google battle for Web supremacy. At the same time, it once again hots up the browser battles even as Microsoft has launched IE8 beta 2 and Firefox 3.0. But few people know why a browser might become an important weapon in the Google arsenal.

Here's an insight into why Google needs Chrome.

Microsoft worries
Google browser reflects the company's concern that Microsoft would find ways to use its dominance of the PC software to favour its own Internet applications.

Google has been worried that Microsoft could `use' its power by manipulating Internet Explorer's default settings in a way that might hurt traffic to Google's search engine. In 2006, Google contacted the Justice Department to raise alarms about changes to Internet Explorer that Google believed made it more difficult to install search toolbars made by Microsoft's rivals. Although regulators decided not to intervene, Microsoft subsequently modified the way Explorer handled the selection of search toolbars.

The 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.

Independent Mozilla
Until recently, Google had been trying to undermine Microsoft's hold over the browser market by supporting Firefox. Bolstered by an advertising partnership with Google's search engine, Firefox ranks as the second most popular browser, with a market share of more than 10 per cent.

So, an important question is why Google needs another browser when it has Firefox. The non-profit Mozilla Foundation, which manages Firefox, has Google's help both in terms of engineering as well as financially. Firefox has collaborated with Google on a variety of technical issues, including a system for reporting software crashes and to make software browsers more secure.

According to the company's financial figures for the 2006, 85 per cent, or about $57 million of the company's $67 million in annual revenues for the year, came from Google. Last week only, Google extended its advertising alliance with Firefox through 2011.

On its part, Firefox assigns Google search site as the default for the browser's search bar, though users have the option to change this to a rival search site if they wish.

Is it the `independent' ambitions of Mozilla that threatened Google. In an interview to with Computerworld in October 2007, Mitchell Baker, currently the chairwoman of Mozilla Corp said that she would not hesitate to walk away from the lucrative partnership if that was what was necessary to remain independent.

"We've spent a lot of time and energy making sure that Google understands that it cannot turn us into an arm of Google," Baker said. "If the protection of [our independence] would come into conflict with Google, or any of our search partners, we would opt for the community who built Firefox and love Firefox," she added.

Better integration with Google apps
Also, an in-house browser that is Chrome means deeper and better integration with all Google tools, including Gmail, Picasa, and Documents. As it is obvious that a company-controlled browser will operate better with Google's own software. Probably, this also means that Google won't have to pay Mozilla for the Firefox searchbox ads.

Also, if one goes by the popular argument that the browser will in future serve as an operating system or be the medium to tap into the OS, Google needs to have a product ready. And what better for Google if it connects Chrome, Desktop and Android.

Rising dominance of Web browsers
Similarly, mobile may be touted as the future, however, desktop browsers have continued to evolve and become more intrinsic to the way users use the Web. And who controls this experience goes to leverage it, and at times also at the detriment of other website companies. For instance, IE 8 makes it far easier to find something without going through Google search.

Also, with Google expanding its own range of Internet-based applications, it has increasingly become dependent on the state of browser technology. Google and Microsoft are battling over customers who use a browser for tasks such as email, calendars and word processing, applications that have traditionally resided in the stored on a PC.

New branding
According to analysts the Google browser may help the company further improve its branding. According to Kay, president of Endpoint Technologies Associates in Wayland, Massachusetts, "This gives Google another opportunity to protect its flank and to create a new branding position." "The browser is a broader platform than they currently have," he added.

A recent Merrill Lynch & Co report said that the market for Web-based software is expected to touch $160 billion by 2011.

The more, the merrier
One thing that is certain is that Google wants a fall in marketshare of Microsoft Internet Explorer. So, here it can be the case of more the merrier. Suppose, if Google's browser grabs 10 per cent market share in first year it's sure to hit IE too.

Also, if Google's Chrome fails to become a hit with the users, according to some analysts it could be a vehicle to acquire Mozilla.