June 2008

Just Browsing, Thanks

Web browsers abound, but which is the right one?

THE BIG IDEAS TOPIC:  A browser is essentially a viewer, the window through which we “see” the Internet. As online computing has increased dramatically in the last several years, the available web browsers have multiplied in corresponding fashion. The Big Idea behind browsers is the different audiences they appeal to and how they present your product or service.

AT ISSUE NOW:  Gone are the days when the choices for an Internet browser were Internet Explorer or Apple’s Safari. Keeping up with these tools and how they present your business and products, and facilitate commerce is central to success.

THE BIG IDEAS VIEW:  They all matter. For now, Internet Explorer for PCs and Safari for Macs are the default browsers for all computer users. But as behaviors and tasks online evolve, many alternative browsers will become more prominent and widely deployed. And ensuring that your content is compatible with and enhanced by these new browsers is an essential element of customer service and brand promise. Don’t let increased time or design costs limit customer functionality and ultimately profitability.

Names like Firefox, Opera, Songbird or Flock may not be bandied about your home or office, but they possess some interesting features that bear examination. Understanding your customer and optimizing your site for the right browsers will be well worth the small investment.

Firefox 3.0 was just released with great fanfare. Based on the original Netscape browser, it is the world’s most used behind Microsoft’s IE. The hallmark of Firefox is its ability to incorporate dozens of third-party themes and extensions. Themes are visual customizations that change the shape and color of buttons and the “skins” or surfaces of the browser. Of much greater utility are extensions that add functionality to a browser for news feeds, web editing, music players, chat clients, adblockers and more. Opera touts its speed and comes in many sizes:  a full fledge desk or laptop browser and a couple of smaller browsers for lightweight or mobile use.

Highly specialized browsers are beginning to appear. Flock is targeted toward social networkers who can blog, photo-share and receive RSS feeds all from one window. Songbird should be of interest to music content owners and consumers alike. This dedicated media browser has advanced audio streaming features and a built-in player with library. Spacetime takes tabbed browsing to a new level by creating stacks of searches as 3D images, making it easy to shuffle between different sites.

AT ISSUE SOON:  Mobile is becoming increasingly important as more consumers hit the streets with iPhones, Blackberrys, Treos and other wireless handhelds. But surfing the Web or using an application on a two inch screen can be frustrating and no browser (save perhaps iPhone Safari) has taken the pain out of mobile computing yet. As a result, mobile is the most dynamic browser space now and for the near term. The ability to deliver usable product and service information in this format has become a critical competitive advantage. Developers of every mobile platform are working feverishly to divine the best way to present large gobs of content on bright, tiny screens. Windows Mobile, Opera and iPhone Safari dominate, but innovation from Google Android and others could be a game changer.

There are dozens of start-ups and established players trying to build the perfect browser beast. Keep a watchful eye on developments. Remember, browsing often leads to buying.

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The Big Ideas Report separates the real issues (Big Ideas) from the noise, so that it’s possible to move forward with confidence or simply converse intelligently with others. We identify issues that have a material impact on your business, define them succinctly and suggest a position, so you can get going. Part fact, part opinion, part alchemy, that’s The Big Ideas Report.

©2008 The Gales Network LLC • 615-646-4683 • galesnetwork.com Comments welcome BIR@galesnetwork.com