Repositioning and Competitive Analysis of Internet Explorer

Group 11
Deep Sinha (1111021) Arnab Biswas (1111090) Rohit Kumar Verma (1111 139) Nirmalya Mandal (1111200) Abhilash Kumar Sethi (1111323) Kishore Kumar Gangwani (1121011)

Research in Marketing Decisions

Prof. NB Kanagal Submission 2

Table of Contents
Abstract ................................................................................................................................................... 3 1. 2. History ............................................................................................................................................. 4 Major Web Browsers and Market Share ........................................................................................ 4 2.2 Market Share................................................................................................................................. 4 2.2 Usage Drivers ................................................................................................................................ 4 3. Primary Research Findings and Methodology ................................................................................ 5 3.1 Pilot Surveys .................................................................................................................................. 5 3.2 Focus Group Study ........................................................................................................................ 6 3.3 Depth Interview ............................................................................................................................ 6 4. 5. Marketing Decision Problem........................................................................................................... 8 Marketing Research Problem ......................................................................................................... 9

6. Research Approach ............................................................................................................................. 9 6.1 Analytical Models .......................................................................................................................... 9 6.2 Research Questions .................................................................................................................... 10 6.3 Hypothesis and Specification of Information needed ................................................................ 11 7. Research Design ............................................................................................................................ 13 7.1 Research type.............................................................................................................................. 13 7.2 Descriptive Research Design ....................................................................................................... 14 Surveys .......................................................................................................................................... 14 8. 9. Measurement and Scaling procedures ......................................................................................... 14 Sampling Plan ................................................................................................................................ 15 9.1 Target population ....................................................................................................................... 15 9.2 Sampling Technique .................................................................................................................... 15 10. 11. Way ahead ................................................................................................................................... 15 References ................................................................................................................................... 15

Appendix I ............................................................................................................................................. 16 Appendix II ............................................................................................................................................ 16 Appendix III ........................................................................................................................................... 17

Abstract
This preliminary report explores the attributes that an average user of Internet user in looks for in a browser. The concepts learnt in the course Research for Marketing Decisions are used to devise a methodology to go about the research. The purpose of the project is to answer the management decision problem by formulating various management research problems and their corresponding questions and then by analysing and rejecting the hypothesis. The Management Decision Problem (MDP) that is studied in this project is to find the profile for the user of web-browsers and decide which segments of the population Internet Explorer should target. Based on customer profiling studies, we would also recommend what re positioning strategy Internet Explorer should adopt. To investigate the MDP suitable marketing research problems such as the expectations of user from a web browser, determination of the image of Internet Explorer among the general consumers, determination of user awareness and perception of Internet Explorer and the market segment that Internet Explorer should consider to target were identified. Data collection was done through pilot surveys, focus group discussions and in depth interviews. The research methodology consists of both primary and secondary research. Focus group discussion, depth-interview and pilot survey were employed as exploratory research to understand consumer perceptions about various Internet browsers and in particular Internet Explorer, compared to the other competitors and used laddering technique to understand the hidden intent behind web browser choosing preference.

1. History
The history of browser can be traced back to 1990 when Tim Berners-Lee invented a web browser called WorldWideWeb and was later renamed Nexus. In 1993, Mosaic was invented which was later renamed to Netscape which had brought revolution in the world of internet browsers. Netscape is still considered to be the worlds most popular browser of all time.

2. Major Web Browsers and Market Share

During 1994, Netscape captured 90% of the entire browser market. Microsoft responded to Netscape with it Internet Explorer 1.0 in 1995 embedded with Windows 95, initiating the industrys first browser war. Internet Explorer gradually snatched the browser market from in 1998; Netscape came into the market with a different product mix with the name Mozilla Firefox in an attempt to compete in the market with an open source software model. Firefoxs usage share went up from 7.4% in late 2004 to 27.7% in August 2011. Apple entered into the market with its Safari in January 2003 and accounts for over 7.15% of the entire browser market currently. The most recent entrant to the browser market is Googles Chrome. After being released in September 2008, it has grown leaps and bounds by doubling its share from 7.7% to 15.5% in August 2011. This increase is largely at the expense of Internet Explorer.

2.2 Market Share

Market share of the web browsers over past 10 years are given in Appendix I

2.2 Usage Drivers

The main usage drivers for a browser are simplicity and speed. Different groups of users also look at other features like security, compatibility and added features like syncing data stored in web browsers over different personal devices like PC, mobile phone etc. A user exercise his loyalty towards a web browser once its satisfies all his needs. Users are likely to switch to a different browser only when the new browser offers considerably attractive features over the current browser. Usage is also largely governed by peer group usage and feedback and general perception of the web browser.

3. Primary Research Findings and Methodology

Primary research was majorly helpful in answering the MRP about identifying important attributes that consumers look while choosing a Web Browser.

3.1 Pilot Surveys

According to the pilot survey it is found that most people stay connected with internet for more than 9 hours a day and use it mostly for internet, personal and official works. All the people in the sample are aware of most of the browsers available in the market, but a huge proportion of them (above 70%) use Google Chrome as their default browser. Considering the three most fundamental attributes required in a browser (efficiency, reliability and speed), it is found that Internet Explorer scores decently on reliability criteria but fails on other two aspects whereas Google Chrome tops all the fields. Among the various attributes that people generally consider for choosing/using a particular web browser, it is found from the survey that Overall Performance, Stability (from crashes/hanging), User friendliness, Effect on computer based on speed, Web page recovery after unexpected shut-down/close are the most predominant attributes that drives the users to use a web browser. Internet Explore rating is very low on the above mentioned important attributes but provides high pop-up blocking facility, security and compatibility according to the users. This is one of the main reasons why users choose not to use Internet Explorer which is also reflected from the decreasing market share of Internet explorer over last 10 years (Appendix I). One respondent has even reported Internet Explorer as the worst browser he had ever used. From the survey it is also found that most of the respondents are not aware of the latest developments and features of Internet Explorer and if given a chance to know about the features still they mostly will think before using it. Pilot survey questionnaire is attached in Appendix II.

3.2 Focus Group Study

The focus interview has been conducted among 6 people who having an IT background and are technical savvy in internet and communication technology and are also interested in Internet browsers. Browsers are important for their simplicity, speed, security. Google chrome is a popular browser. Every single tab is a sublet process in case of Google Chrome. Internet Explorer (IE) uses a single processor for all the tabs, so it will have to close all tabs if one tab is unresponsive. IE allows better streaming and saving of flash files. Mozilla is the best in add on features. IE is slow in initial start-up time. Developer community recommends IE and then they move out to other browsers as IE has the first mover advantage. Google chrome captures all usage data and uses it for marketing purpose. Mozilla does not do that. IE is slow and secure. Most existing websites are not compatible with new version of IE (9). Developers are not using new version of IE. Most users are afraid of upgrading their browsers because they fear they might lose data and other bookmarks. IE executes java script sequentially but Google uses parallel processing. Most people do not care about the security features. Most people are not aware of security issues. So IEs high security features are not popular among its users. Chrome has an open data policy. To increase market share Microsoft should make it an open source browser, this will increase the developer communitys interest in the new browser (IE 9) and thereby we can have more websites that are compatible with IE 9 and HTML 5. Microsoft should focus on tablets and smartphones as the new platform for expansion and increasing its market share. Opera is biggest browser in mobile platform and has the largest market share in the mobile browser platform.

3.3 Depth Interview

The in-depth interview is done with Vikram Bodavula who had engineering in Computer Science discipline and worked in Samsung India for 4 years. Q1: What are the attributes that make a browser important? A: Simplicity, Speed, Security. Google chrome is a popular browser. Every single tab is a sublet process in case of Google Chrome. Internet Explorer (IE) uses a single processor for all the tabs, so it

will have to close all tabs if one tab is unresponsive. IE allows better streaming and saving of flash files. Mozilla is the best in add on features. IE is slow in initial start-up time. IE uses cache memory tries to get most of the data first and displays it; that is why its initial loading time is large. Google provides good looks and it fetches data and displays it is available to it. Google chrome captures all usage data and uses it for marketing purpose. Q2: What features are the most important driver for users and perception of IE as web browser? A: Simplicity and speed, security and loading time and flash support. IE is slow and secure. Websites are not compatible with new version of IE (9). Most users are afraid of upgrading their browsers because they fear they might lose data and other bookmarks. Q3: What is the security features that users look in the browsers? A: Most people are not aware of security issues. So IEs high security features are not popular among its users. Chrome has an open data policy. People can download their bookmarks and mail data and account information. But it is very tricky in IE, like one cannot find/recover their saved passwords. Q4: What should IE do regarding its current position? A: Microsoft should make it an open source browser; this will increase the developer communitys interest in the new browser (IE 9). Microsoft should focus on tablets and smartphones as the new platform for expansion and increasing its market share. Q5: What are the other things that you can say about IE and other browsers? For IE plug-ins are less. So it cannot use the parallel processing capability to make websites open fast. Google chrome gives by default to save file as pdf while printing. These features are not present in IE. Strong points of IE: IE as a browser has the first mover advantage in the web-browser market, i.e. it is the most popular and used browser

Weak points of IE: IE does not have multi language support in-built in it. It does not translate automatically web pages in other languages to the language user prefers. IE does have new features like Web-Accelerators, but unfortunately is not popular with users. It has less plug-in support for scripts.

In our interviews, we used the concept of laddering, which is a technique for conducting in depth interviews in which a line of questioning proceeds from product/brand characteristics to user characteristics (Malhotra, Dash p 150). We used it to obtain the terminal value that can be
associated with of each of the desirable attributes. The above exercise provided us with a list of attributes associated with web browser. These are:

4. Marketing Decision Problem

Iteration 1- Identify the best repositioning strategy for Internet Explorer to increase its user base Iteration 2- What features and attributes would appeal to the internet user, and thus create loyalty and retain a user base for Internet Explorer. Iteration 3- Profile a typical internet user and identify how Internet Explorer should position its new versions to increase its market share.

5. Marketing Research Problem

To analyze the user preferences with respect to the various features expected from a web browser. To determine the user segments that Internet explorer should target to increase its market share. To analyze the competitive scenario among web browsers and find the existing positioning of Internet explorer To determine the positioning and promotion strategy to be employed with the targeted user segments

6. Research Approach
6.1 Analytical Models
We use the AIDA model to define the user preference and brand loyalty towards web browsers.

Figure: Analytical model to define user preference and brand loyalty towards web browsers

Attention
The first step towards marketing a technology product is getting the attention of the user. Attention can be gained through various ways. Strong Imagery The use of strong imagery has always been a powerful way to get a potential users attention. This has been successfully exemplified by Apples ads which have strong imagery. Strong Typography Another way of attracting attention is through strong typography using colour and whitespace to maximize the effect.

Interest
In the previous section, we saw how aesthetic enhancements can be used to get the customers attention. But along with that, the customer needs to know how your product or service will help them. In this case, giving a list of features is not enough; you need to express to your users how those features will benefit them. Interest Through Practical Benefits The product we are advertising should help the user in some way. In the case of web browser besides providing the basic functionality to surf the web the browser should for instance either reduce the users repetitive tasks, give him access to additional functionalities or help in better streaming of videos.

Desire
The next step in the AIDA model is desire, which is a natural extension of interest. After youve grabbed a consumers attention, and obtained their interest, you need to keep that interest going by promoting the product in such a way that the user will begin to grow in their desire for it. This is probably the most difficult of any of the steps in the AIDA model, and can encompass a number of different techniques.

Action
After getting the users attention, arousing their interest, and stimulating their desire for the product, the user needs to have a clear way to take action. Whether its to sign up for your service, purchase your product, or download a trial of your app, the visual enticement to take action should be elegant, beautiful, and convenient.

6.2 Research Questions

To determine consumers expectations of a Web Browser 1- Do more than 50% consumers prefer other browsers to Internet Explorer?

2- Are added features and customization of a browser (plug-ins etc.) valued the most by internet users? 3- Are security features more important factor than added features while deciding which browser to use? 4- Is compatibility across different machines or OS a more important factor than security for consumers while using an Internet Browser? To determine Internet Explorers image among web browsers 5- Does IE only convey the image of a web browser that comes bundled with Windows? To determine consumer awareness and perception of Internet Explorer 6- Are newer versions of Internet Explorer perceived to be similar to the suite of older versions? 7- Is security the most desirable feature of Internet Explorer? To determine the market segment that Internet Explorer needs to target 8- Does a typical Internet Explorer user belong to the office going segment that uses Internet Explorer as it come bundled with Windows? 9- Is Internet Explorer used by web enthusiasts, developers, university students who use web browsers extensively on their personal computers? 10- Will Internet Explorer be an alternative to newer versions of Firefox and Chrome?

6.3 Hypothesis and Specification of Information needed

The hypotheses generated after the exploratory research were tested using various conclusive research techniques. Following is the summary of the hypotheses tested and the corresponding scales used.

Hypothesis

Data Required

Scale/ Method

To determine consumers expectations of a Web Browser 1 H0: More than 50% consumers prefer IE over other browsers H1: Less than 50% consumers prefer IE over other browsers Non-metric (Agree/Disagr ee) 2 H0: Added features/customization is an important factor while using Metric a web browser (Rating) H1: Added features/customization is not an important factor while using a web browser 3 H0: Security is a more important factor than added Metric (Rating) H1: Security is not a more important factor than added features/customization while deciding to use a Web browser. 4 H0: Compatibility across different machines or OS a more important Metric factor than security for consumers while using an Internet Browser (Rating) H1: Compatibility across different machines or OS is not a more important factor than security for consumers while using an Internet Browser To determine IEs image among web browsers 5 H0:IE only conveys the image of a web browser that comes bundled Metric with Windows (Rating) H1: IE does not only conveys the image of a web browser that comes bundled with Windows To determine consumer awareness and perception of Internet Explorer 6 H0: Newer versions of Internet Explorer perceived to be similar to Metric the suite of older versions (Rating) (Likert) Interval (Likert) Interval Interval Interval Interval Nominal

features/customization while deciding to use a Web browser.

H1: Newer versions of Internet Explorer are not perceived to be similar to the suite of older versions 7 H0: Security is the most desirable feature of Internet Explorer H1: Security is not the most desirable feature of Internet Explorer To determine the market segment that Internet Explorer needs to target 8 H0: Internet Explorer is used mostly by the office going segment who uses Internet Explorer as it come bundled with Windows (Usage H1: Internet Explorer is not used mostly by the office going segment intention) who uses Internet Explorer as it come bundled with Windows 9 H0: Internet Explorer is used by web enthusiasts, developers, Metric university students who use web browsers extensively on their personal computers H1: Internet Explorer is not used by web enthusiasts, developers, university students who use web browsers extensively on their personal computers 10 H0: Internet Explorer is an alternative to newer versions of Firefox Non-metric and Chrome (Purchase H1: Internet Explorer is not an alternative to newer versions of decision) Firefox and Chrome Nominal (Rating) (Likert) Interval Non-metric Nominal Non-metric (Rank) Ordinal

7. Research Design
7.1 Research type
We have used descriptive research, because findings from this study would be used as input into decision making. In our study, the decision involves deciding what segments to target for Internet Explorer. After deriving the marketing decision problem and the marketing research questions, we will test specific hypotheses by collecting and analysing information obtained from a sample of potential customers to answer our research questions, and subsequently, solve the marketing decision problem.

7.2 Descriptive Research Design

Descriptive research is a type of conclusive research that has as its major objective the description of something usually market characteristics or functions. In our research problem, we will be focusing on describing user preferences in a web browser, as well as describing the user segments that Internet Explorer should target in order to correctly position itself in the market. The descriptive research will form the basis for answering our marketing research problem. Surveys Internet Explorer is competing in high competitive web browser market, with already available multiple options. A typical user of Internet Explorer is office going segment, web enthusiasts, developers and students. These users typically use computer, mobile-phones and PDA to E-mail, get information on internet and for other many purposes. Since access to internet is easy and quick, hence, email, internet survey can be used suitably for obtaining information about consumer behaviour and preference. In this method, emails would be sent to target participants and obtained information will be used for further analysis.

8. Measurement and Scaling procedures

The scale categories and scaling procedures for various marketing research objects are given below:

Marketing research object

Scale categories

Scaling procedure

Attributes of an ideal web Not very important, not Ordinal (Likert) browser: Security, Customization, important, neutral, important, Compatibility, Features very important Factor analysis for the attributes Rating on a constant sum of Interval (Constant of Web Browser 100 sum) Attributes of Internet Explorer: Not very important, not Ordinal (Likert) Security, Customization, important, neutral, important, Compatibility, Features very important Factor analysis for the attributes Rating on a constant sum of Interval of Internet Explorer 100 sum)

(Constant

9. Sampling Plan
For our research, the target population, sampling frame and sampling technique defined is as follows:

9.1 Target population

Element: Male or female in the age group of 20- 35 years who is a user of web browsers. Sampling unit: Same as element; Extent: Bangalore metropolitan; Time: 2012

9.2 Sampling Technique

We have used disproportionate stratified sampling for our research. Firstly within the age-group 20-27 we have the maximum population proportion. Secondly in the age group of 20-27 the number of savvy and informed internet users will be maximum and who will be able to give us a true picture of web browser usage which will increase the precision of sampling. Hence we plan to draw maximum number of respondents from this age-group. Once sampling is done, in each stratum a sample preselected from a set of e-mail addresses would be sent an invitation to the survey URL. The responses once collected would be pre-processed before conducting a detailed analysis on it.

10.

Way ahead

We will continue our research for the rest of the term from data collection. We will conduct data analysis using several techniques on the survey data that we obtain and subsequently perform statistical tests to infer the strong attributes of a typical web browser user. We will use these attributes and the key factors of user choice using Factor analysis technique to devise a successful repositioning strategy for Internet explorer to increase its web-browser market share.

11. References
1. http://www.consumersearch.com/web-browser-reviews/how-to-choose-a-web-browser 2. http://www.wjunction.com/14-news-current-events/110428-perception-killing-internetexplorer.html 3. http://www.tomshardware.com/news/browsers-ie-chrome-firefox-mozilla,14410.html 4. http://en.wikipedia.org/wiki/Usage_share_of_web_browsers 5. http://www.w3schools.com/browsers/browsers_stats.asp 6. http://gs.statcounter.com/

Appendix I
Market share of Web browsers

Appendix II
Pilot Survey Link of Pilot survey:
https://qasiatrial.asia.qualtrics.com/WRQualtricsSurveyEngine/?SID=SV_89bkBL9rOBFj3mY&_=1 Q1. How often do you use your computer? Q2. What do you use your computer for? Q3. How many hours a day do you spend on internet? Q4. Which of these browsers are you aware of? Q6. How important is web browser initial load speed? Q7. What are the important factors for choosing a Web Browser? (Drag the factors to the box on the right and arrange them according in descending order of their importance) Q8. How will you describe the services of web browsers on following parameters? Q9. What is your favourite Web Browser? Q10. Have you used or familiar with Internet Explorer? Q11. If answer to previous question is 'Yes', rate Internet Explorer based on the given parameters.

Q12. Are you aware of the latest features offered by Internet Explorer 8 / 9 / 10? Q13. (Based on your previous response) If you came to know about the features and advantages of Internet Explorer, will you consider using it?

Appendix III
Pre Test Survey Questionnaire
1. How often do you use your computer?
2. 3. 4. 5. 6. Less than 1 hour 1 - 3 hours 4 - 6 hours 7 - 9 hours More than 9 hours

2. What do you use your computer for?

Internet Work Personal Learning Gaming Others (please specify) ____________________

3. How many hours a day do you spend on internet?

______ Indicate the number of hours you spend on internet by sliding the bar

4. Which of these browsers are you aware of?

Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox Opera

5. Which of these browsers do you use as your default web browser at home?
Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox

 Opera

6. Which browser do you use most frequently at work / college?

Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox Opera

7. Which of these browsers do you use for your mobile phone?

Internet Explorer Google Chrome Others (please specify) ____________________ Opera Mozilla Firefox

8. In last 6 months, was your Computer got affected by any virus? If 'Yes' or 'No', which web browser you were using?
Yes No

9. If you use more than one PC platform, do you use the same browser on each platform?
Yes No

10. If your answer to previous question is 'Yes' , which web browser you were using?
Internet Explorer Google Chrome Others (please specify) ____________________ Opera Mozilla Firefox

11. If your answer to previous question is 'No' , which web browser you were using?
Internet Explorer Google Chrome Others (please specify) ____________________ Opera Mozilla Firefox

12. Which of these browsers supports your creativity (in terms of themes, customization etc.)?
Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox Opera

13. How will you describe the services of web browsers on following parameters?
Efficiency Efficient Internet Explorer Mozilla Firefox Google Chrome Opera Inefficient Reliability Reliable Unreliable Speed Fast Slow

Q14. How important is web browser initial load speed?

Not at all Important Unimportant Neither Important nor Unimportant Important Extremely Important

15. How important is security to you in a browser?

Not at all Important Unimportant Neither Important nor Unimportant Important Extremely Important

16. Which of these features are most important to you in a browser?

Overall Performance Compatibility Stability (from crashes/hanging) User friendliness Others (If any) ____________________ Add ons support Aesthetics (looks/customization) Peer Use or Recommendation Effect on computer based on speed Web page recovery after unexpected shut-down/close Pop up blocking Security (embedding with antivirus) Video / file support

17-20. Rate MOZILLA FIREFOX, GOOGLE CHROME, OPERA, INTERNET EXPLORER on the scale of 1 - 5, based on following parameters. (1=poor, 2=average, 3=good, 4=very good, 5=excellent)
______ Overall Performance ______ Stability (from crashes/hanging) ______ Speed ______ User-friendliness ______ Security ______ Web page recovery after unexpected shut-down/close ______ Aesthetics (looks/customization)

21. How frequently do you use Internet Explorer?

Never Less than Once a Month Once a Month 2-3 Times a Month Once a Week 2-3 Times a Week Daily

22. Which version(s) Internet Explorer do you have used?

Internet Explorer 1 Internet Explorer 2 Internet Explorer 3 Internet Explorer 4 Internet Explorer 5 Internet Explorer 6 Internet Explorer 7 Internet Explorer 8 Internet Explorer 9 Internet Explorer 10

23. For which of the following purpose(s) do you have used Internet Explorer (any version)?
Information search Downloading To see video To listen Audio Social Networking Mail checking Others (If any) ____________________

24. How was the performance of Internet Explorer when you used it?
Very Slow Slow Neutral Fast Very Fast

25. Are you satisfied with the performance of Internet Explorer?

Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied

26. Are you aware of the latest features offered by Internet Explorer 8 / 9 / 10?
Yes No

(If answer to previous question is No) 27. (Based on your previous response) If you came to know about the features and advantages of Internet Explorer, will you consider to use it?
Yes Maybe No

(Personal Information) 1. Age

______ Age

2. Gender
Male Female

3. Occupation
Student Professional Others (please specify) ____________________