Google Chrome : securing the source of supplies!
It’s been the great buzz of the weekend : the “launch” of Google Chrome. Looking at it, it’s a pretty “logical” step for Google! Porter’s 5 forces help “strategist” assess the strength of a player in a given industry. One of them is “Bargaining Power of Suppliers“. As we’ve seen in the past Google strategy is to “be” the web. The suppliers for the “web” are clearly ISPs, but also web browsers. If we look outside of the web industry, it is very common to see industrial player diversifying by buying companies “upstream” along the supply chain, specially when the “suppliers” are less numerous and powerful than the customers. One of Mittal’s forces is to own a lot of mines compared to its competitors which gives them a real power of increasing prices!
There are barely 5 web browsers that count on the market : Google, as any other web service is highly dependent of their ability to innovate and add features/technologies that websites/webservices can use. Let’s face it, there is just no chance that Google buys IE/Firefox (even though financing them is a way to keep them at hands reach) or Safari.
Chrome is Google’s way of securing their supplies as well as increasing competition between browsers. In the end, they are just trying to “lower” the global power of web browers over the downstream players (web sites and webservices)
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