Java now with added Yahoo!?
Surely, this is a misguided attempt at making money from a free download. The tech crowd will deplore it as an attempt at tricking them into installing something they don’t want while the rest of the world might actually be fooled into clicking ‘next’ and ignoring the pre-ticked check-box only to find out later that a new toolbar has taken over their browser.
The tactic isn’t a good one. How many people are genuinely going to see a bundle and think to themselves “ah yes, I want the Yahoo! Toolbar”. The general consensus is that people despise such tactics. I wouldn’t call it outright deception, but a pre-approved message with a clear ‘next’ button tells me that someone, somewhere hopes you won’t notice and just press it. While the bundle is bad for Java’s image to start with, the sneaky pre-approval will truly offend. Not a good idea when you need developers to champion your development platform. This isn’t some free webcam software we’re talking about, this is the Java Runtime Environment.
Personally, I feel this is detrimental to both brands. Sure, it will get the search-bar onto browsers, but how valuable are these new installs. They look great on a chart but
When the Macromedia did something similar with Flash I voiced my concern (Google cache page) and was quickly contacted by the team who assured me that they were going to change it (which they did, kinda). I understand the immediate financial sense of bundling but think it’s a terrible mistake to make your flagship download look like cheap freeware.
Thanks to ninja Java-developer Anthony for pointing this out (and sharing some anger).
ABOUT THE AUTHOR(S)
Howard Mann is the founder of Brickyard Partners, a business strategy agency based in Portland, OR. Prior to founding Brickyard Partners in 2001, Mann owned a premier international logistics company with over 140 Million in revenue, six U.S. offices and a global network of over 40 agents worldwide.
As that business came under severe pressure from the previous economic downturn and industry consolidation, Howard lead the company out from those treacherous times by returning to the basics that make every business great and completing 6 acquisitions that re-imagined the business so it was highly attractive to buyers. Finding that “secret sauce” did not come easily but has fueled his purpose to help other business leaders to never have to go through what he endured. Through real world experience and those hard times in the “trenches” of business he has learned that it is not following the latest fad, copying competitors or adding complexity that makes a business truly great. His pragmatic approach and knowing what it feels like to sit in the CEO/Owner chair is what makes his work so different and effective.
In addition to his strategy, marketing and communications work, Mann coaches a select group of entrepreneurs, CEO's and business owners. His highly focused workshops and keynotes help executive teams take aggressive action to unlock the true potential of their organizations and build remarkable businesses that endure. In good times and bad. Online and off.
Howard is a sought after speaker both in the U.S. and around the world. He writes frequently on his blog about the importance of the basics and reconnecting to the passion that too often gets lost as businesses mature.