Google sounds the bugle!
GOOGLE WAVE: The clash of the computer titans is on. Google has taken on Microsoft by announcing that it’s launching its own operating system — free of charge. The war between the two software giants is likely to change the world of the Internet forever
IF business is war then two of the world’s biggest companies have finally stopped skirmishing on their borders and brought out the heavy artillery. On July 7, Google fired the first shell by announcing that they will begin offering their own operating system in mid 2010.
The warhead — called Chrome OS — is aimed straight at the heart of Microsoft who have built their entire business around operating systems since the 70s, first with MS DOS and then the globally-dominating Windows series.
But while Microsoft have always charged for their software, Google plan to give theirs away free of charge. What’s more, Google are starting from a completely fresh perspective — one with the potential to undermine Microsoft’s entire business model and loosen their foothold on the software market.
If the name “Chrome” sounds familiar, that’s because it’s also the name of Google’s web browser. And this isn’t just a case of lazy naming. By evolving Chrome into an operating system, Google are planning to turn the entire software world on its head and make browsing the centre of computing.
An Introduction to Google Wave
There is a full 1 hour 20min presentation on YouTube which Philc7753 has kindly and painstakingly edited down for our short attention spans
Hang on, isn’t an operating system a lot more complicated that a browser? Doesn’t a browser need an operating system to, well, operate? That’s the whole genius of the plan. Google are betting that the centre of influence in computing is moving out of personal computers and into the massive computing power of the Internet, known as the “cloud”.
That means that in future, computers will be dumber and cheaper. They will rely on the enormous banks of computers that power the Internet to do much of their thinking for them.
This is already happening. One of the fastest growing sectors in computing is netbooks — smaller, cheaper, less powerful portable computers with speedy connections to the Internet that focus on tasks like e-mail and browsing the net.
Currently, Microsoft is tussling with free operating systems such as Linux for ownership of this market, and Google wants its own share of the pie. So what? There’s nothing particularly revolutionary about a free operating system. They have been around for longer than Microsoft have been in existence, let alone Google. And some of them are backed by huge companies such as IBM and SAP.
Yet none of those other companies is as heavily invested in cloud computing as Google. And it’s cloud computing that poses the greatest risk to Microsoft’s dominance.
Microsoft’s bread and butter has always been its desktop applications — programs such as Word, Outlook and PowerPoint. Operating systems are like plumbing — expensive but necessary — and Microsoft have lost money on them for years. This was justified because they knew that by owning the platform they would be able earn it all back on desktop applications.
Google Docs, on the other hand, is nearly as good as Microsoft’s Office but is free and requires no hard-drive space and much less power (and therefore can run on a cheaper computer). It’s a true “cloud” application — its platform is the Internet.
So Google have, in effect, pulled Microsoft’s own trick on them but in reverse, and for free. And given how quickly Microsoft are losing market share in the browser market (it’s now just above 50%), they have real cause for concern. If Chrome OS takes off, Google will start to hurt more than Microsoft’s pride.
That’s still a big “if” though. For all their mistakes Microsoft are still the top dog of software. Despite the current media hyperbole about Chrome OS, Windows still commands 90% of the market share in operating systems. Even if Chrome lives up to the hype, it will still take years to get a foothold. Only one thing is certain about this battle — peace talks are unlikely to begin anytime soon.
We’re in for a long slog and I don’t think anyone can accurately predict a winner. What we can be sure of is that the conflict will change software (and the Internet) forever.
– Alistair Fairweather writes for The Witness
newspaper in Kwa-Zula Natal, South Africa