The Agency Record Blog

New Browser on the Block – Google Chrome

Much speculation has flown in recent years and months about Google’s plan for world domination. Okay, maybe that’s overstating it a little, but only a little. And taking on a crowded and arguably entrenched marketplace of internet browsers is a clear signal that Google really does intend to move in and settle down in desktop software applications.

Google is calling it Chrome, and I’m sure this is seen as a shot across the bow for IE6 and Firefox (my personal favorite), although they do tip their hats in Mozilla’s direction, acknowledging that some of their horsepower found its way under the hood. Who the heck knows what this might do to smaller projects like Opera or Flock.

Personally, I drink the Google Kool-Aid. They have proven that, while they’ll never win any fashion awards, power, ubiquity and forward thinking are always front and center on their runway. Quietly, Google has for some time been acquiring startups with promise (something everybody else does, too) and assembling talent and ideas. Google likes the long play, so not every company it has snapped up has been an obvious choice. But the release of the new browser beta, followed by more mentions about its JavaScript engine called V8, they clearly have the next generation web squarely in its crosshairs, and fully intend to be the browser to bring it to us.

Of course I have already downloaded Chrome, and am testing it as I write this post. It is living up to its stripped down, severe aesthetic, but for once, I appreciate it immensely in a browser. The design choice really promotes the web site content, not the window through which it is delivered. Curiously, however, there is a startling lack of the elements that have found their way into nearly every other browser experience; namely the Google Toolbar and the Title Bar. The latter is so entrenched in SEO practices, specifically because of how Google uses and views them, it is a little unnerving not to see it at the top of the window. It makes me wonder if Google has plans to deprecate its importance in upcoming page rank algorithms…Nah…Right???

I think the browser community, and hopefully the open source community, will be taking notes for a long time to come.

Go Google.

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