by Dietrich Schmitz
It's remarkable how Google doesn't mention the word Linux anywhere in their marketing of the Google Chromebook.
I mean, it's running the Linux Kernel, so shouldn't it be Google Linux instead of ChromeOS?
Why did Google carefully avoid references to Linux?
It's all a very carefully crafted, well executed plan of elegant branding and image making.
They have shown themselves to be very adept and facile at understanding buyer mindsets and recognize there is a viable 'mass market' which has a huge potential to buy.
The profile of this user is that of someone who really doesn't care anything about the technical underpinnings of a device. They are not sophisticated technophiles by any means. They have a set number of things which they wish to do--recreational surfing, banking, email, an occasional letter, not complicated. They have financial constraints and can't spend a lot on said device (more than $500 for the average Laptop).
Access to the Internet is becoming a right and the cost of computers has traditionally put them out of reach by many.
The timing of the Acer C7 Chromebook could not have been better. Overall sales during the 2012 Holidays were robust and Amazon's best selling Laptop was the Samsung Chromebook. With this device priced at $200, it puts the Internet and computing within reach of the masses. It levels the playing field.
The Chromebook is attractive for many reasons. It's inexpensive, it has instant on (ok, 8 seconds), it has free applications built in, integration with Google Drive, it is very secure (Pwnium 2013 showed that), and easy to use. Moreover, it is hard to break. It is fair to say that the Chromebook has become a veritable Internet Appliance.
All of these attributes combine to make this a quite attractive option when shopping for a computer. It is also quite attractive to OEMs who see that selling Chromebooks will require little post-sale support and returns will be low. Turn on, use. It does it well.
Google didn't mention Linux because they know it will scare buyers away.
That's unfortunate, but true. And we need to come to terms with that fact and work towards improving the 'Linux Inside' brand image.
Yes, it seems clear we have a branding image issue here which we at Linux Advocates hope to elevate and improve with time and your help.
-- Dietrich
I mean, it's running the Linux Kernel, so shouldn't it be Google Linux instead of ChromeOS?
Why did Google carefully avoid references to Linux?
It's all a very carefully crafted, well executed plan of elegant branding and image making.
They have shown themselves to be very adept and facile at understanding buyer mindsets and recognize there is a viable 'mass market' which has a huge potential to buy.
The profile of this user is that of someone who really doesn't care anything about the technical underpinnings of a device. They are not sophisticated technophiles by any means. They have a set number of things which they wish to do--recreational surfing, banking, email, an occasional letter, not complicated. They have financial constraints and can't spend a lot on said device (more than $500 for the average Laptop).
Access to the Internet is becoming a right and the cost of computers has traditionally put them out of reach by many.
The timing of the Acer C7 Chromebook could not have been better. Overall sales during the 2012 Holidays were robust and Amazon's best selling Laptop was the Samsung Chromebook. With this device priced at $200, it puts the Internet and computing within reach of the masses. It levels the playing field.
The Chromebook is attractive for many reasons. It's inexpensive, it has instant on (ok, 8 seconds), it has free applications built in, integration with Google Drive, it is very secure (Pwnium 2013 showed that), and easy to use. Moreover, it is hard to break. It is fair to say that the Chromebook has become a veritable Internet Appliance.
All of these attributes combine to make this a quite attractive option when shopping for a computer. It is also quite attractive to OEMs who see that selling Chromebooks will require little post-sale support and returns will be low. Turn on, use. It does it well.
Google didn't mention Linux because they know it will scare buyers away.
That's unfortunate, but true. And we need to come to terms with that fact and work towards improving the 'Linux Inside' brand image.
Yes, it seems clear we have a branding image issue here which we at Linux Advocates hope to elevate and improve with time and your help.
-- Dietrich
