Software Marketing Review: Chrome OS

See how other companies market their software. This is part of a series of reviews looking at examples of software product marketing: “The Good, the Bad and the Ugly”

Google Chrome OS

Do Google actually do marketing? Yes they do, but in a very un-marketing way…

Below is a screenshot from Google’s product page for Chrome OS. Let’s look at what works well and what doesn’t.

I have marked up

  • The Good
  • The Bad
  • The Ugly

Chrome OS Home Page

The Good, The Bad and the Ugly

The Good. Great examples of software product marketing best practice

  • 1. Google’s brand is all about technology that’s clean and light. They deliberately position themselves as being un-Microsoft and un-Apple:
    • Technology built with superior engineering that is very efficient and fast
    • Lots of power “under the hood” but presented to users as simply as possible
    • Minimalist user interface design without marketing pizazz or complex graphics

    To be consistent with their brand, Google have written this text to explain in a very straightforward way what Chrome OS / Chrome notebooks are.

    It’s difficult to explain what an operating system is to a non-technical person, but Google have cleverly:

    • Explained the benefits for customers, and
    • Positioned Microsoft / Apple as only having “ordinary computers” that cause headaches
  • 2. There are huge amounts of white space here—without an image in sight. The minimalist approach supports their branding—reinforcing the clarity and simplicity messages.

    These concepts are particularly important for Chrome OS. Google’s positioning is that customers don’t need large, bloated, complicated operating systems. Chrome OS will be a breath of fresh air, light, fast and secure.

Features

The next screenshot is from Google’s features page for Chrome OS. Let’s look at what works well and what doesn’t.

Chrome OS Features Page

The Good, The Bad and the Ugly

The Good. Great examples of software product marketing best practice

  • 3. Simple images reinforce the clear, simple approach. Just like the text they add one level of detailed to what’s shown on the ultra-minimalist home page.

  • 4. For those who want more detail, there is lots of very detailed info here. This is a great way to provide detailed features for just the people who want them.

  • 5. Technical features explained clearly as customer benefits. The language is all about “you” the customer and “your benefits”. Google cleverly weave their competitive positioning against Apple (support for Adobe Flash) and Microsoft (same experience makes IT support much easier).

The Bad. Could be improved

  • 6. Google Chrome OS is being marketed globally but Verizon Wireless is only available in U.S. Usually Google are better at ensuring their marketing works globally.

    To be fair, the telecommunications field is one where there are fundamental differences around the world and this offer will be important for the U.S. market.

The Ugly. Examples to illustrate what you should not do

  • Nothing ugly here.

Best Practice

Before Google started writing any copy about features and benefits, their branding strategy and positioning gave them a firm direction on the style of writing and imagery to use—clean, simple, minimalist.

They structured the features and benefits into 3 levels. Highest level on home page; high level on features page; details on pages for each feature. A great way to explain to the level the audience wants.

Join the Discussion

  • Do you agree – or would you do this differently?
  • Suggest any examples of best (or worst) practice for software product marketing

Please add a comment below or contact Giles @ Smart

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