6 ms·

I think it is a brilliant marketing term. yes they hijack the term "native" but if in fact they can deliver, it will be a clear differentiator in users' mind, l

I think it is a brilliant marketing term. yes they hijack the term "native" but if in fact they can deliver, it will be a clear differentiator in users' mind, like this: IE10 = native = fast Chrome = not native = slow Simple message, and it works IMHO. I'm watching MIX'11 live and so far the demos are great (like the fishbowl benchmark, completely blowing Chrome's fish out of the water ;D) but they are still just demos.

GrandMasterBirt 16y ago
Its so native to win vista/7 that it does not support windows xp which Opera/Firefox/Chrome ALL support WITH their performance improvements AND they've done so while staying ahead of IE9. I guess if that's native, yes IE9 wins. I think in user's minds: if its built for MY operating system specifically its better than the other. However thats not true as even the tech unsavvy are flocking away from IE. HOWEVER. I am glad to hear this news. It only means one thing. PROGRESS.
chc 16y ago
It's a "brilliant marketing term" in the same way that any falsehood is. Other IEs have also been "native" in that way, yet they are dog slow, so "native = fast" is clearly wrong. "IE10 = fast" would skip the lie and seems like just as good a differentiator.
- rictic 16y ago
  True, but "fast" is a crowded concept in people's minds. If you look around the web you'll read that Firefox 4 is fast, Chrome is fast, Opera is fast. IE is "native" which is then connected with performance claims. It's a new name for an old feature that has a kernel of truth to back it up. I'm reminded of an early scene in Mad Men where a salesman convinces a cigarette company to advertise their tobacco as "toasted". Sure, so is everyone else's, but that doesn't mean that one company can't own that idea in the minds of the public. A similar thing thing with the IE blog's new favorite phrase "same markup" which seems to be "standards compliant" in a new blue dress. Search the web for 'standards compliant browser' and you'll generally find folks heaping scorn on IE and praise on all the others. Search for 'same markup browser' and the opposite is true.
billybob 16y ago
Sometimes "native" is a bad thing in browsers. Like ActiveX.
- experimental 16y ago
  Or NativeClient. Ironically it contains several runtimes although "Native" in this case means non-web programming languages for the client-side. Remember the HTML component is a runtime.
gruseom 16y ago
The beauty of this is that if IE10 is actually faster than Chrome, then Chrome has fulfilled its mission perfectly.
- HardyLeung 16y ago
  I think the Google folks will disagree with you :D
  - Michiel 16y ago
    I think they will agree, the availability of good browsers means their web apps work great everywhere.
    - nkassis 16y ago
      yeah, that was the actual intent of Chrome as far as I understand it and it has worked. Look at Firefox 4, you can't say it wasn't influenced by Chrome. And the fact that Microsoft is now trying to move faster with IE10 already being announced is probably also largely influenced by Chrome's fast paced development. We now have a better faster web. We just need it to be standardized a little more (Come on Microsoft, please add WebGL support)
    - billybob 16y ago
      True, but MS will always try to steer people toward their own services, so it's not a complete win. But definitely better than having people on IE6 trying to use Gmail, or even search for that matter.
      - Athtar 16y ago
        How is that any different from what Google does? or Apple for that matter?
        contextfree 16y ago
        From Google's perspective?
tomjen3 16y ago
It may be a brilliant marketing term but for us technical guys it sucks - from now on we have educate everybody we meet about what the term "native" really mean. Not to talk about all the wrong decisions that will be made based on this. Marketeers, if we could only get rid of them.
- HardyLeung 16y ago
  Well, don't we already have to do that for "open", "closed", "evil", "chrome" (multi-definition), "app" (web, native), "social", and so on? and BTW, Microsoft didn't start this. Remember Native Client?
  - tomjen3 16y ago
    I remember native client, but was actually native in the tech sense since it ran x86 code.
yuhong 16y ago
Here is another funny one, from http://www.intel.com/products/processor/index.htm http://www.intel.com/products/processor/index.htm : "Desktops powered by the 2nd generation Intel® Core™ processor family let you see and do more with visibly smart performance." From http://www.intel.com/products/processors/previousgeneration/index.htm http://www.intel.com/products/processors/previousgeneration/...: "Previous generation Intel® processors in the Intel® Core™ processor family delivers desktop performance, reliability, and energy efficiency."

GrandMasterBirt 16y ago

Its so native to win vista/7 that it does not support windows xp which Opera/Firefox/Chrome ALL support WITH their performance improvements AND they've done so while staying ahead of IE9. I guess if that's native, yes IE9 wins. I think in user's minds: if its built for MY operating system specifically its better than the other. However thats not true as even the tech unsavvy are flocking away from IE. HOWEVER. I am glad to hear this news. It only means one thing. PROGRESS.

chc 16y ago

It's a "brilliant marketing term" in the same way that any falsehood is. Other IEs have also been "native" in that way, yet they are dog slow, so "native = fast" is clearly wrong. "IE10 = fast" would skip the lie and seems like just as good a differentiator.

rictic 16y ago
True, but "fast" is a crowded concept in people's minds. If you look around the web you'll read that Firefox 4 is fast, Chrome is fast, Opera is fast. IE is "native" which is then connected with performance claims. It's a new name for an old feature that has a kernel of truth to back it up. I'm reminded of an early scene in Mad Men where a salesman convinces a cigarette company to advertise their tobacco as "toasted". Sure, so is everyone else's, but that doesn't mean that one company can't own that idea in the minds of the public. A similar thing thing with the IE blog's new favorite phrase "same markup" which seems to be "standards compliant" in a new blue dress. Search the web for 'standards compliant browser' and you'll generally find folks heaping scorn on IE and praise on all the others. Search for 'same markup browser' and the opposite is true.

billybob 16y ago

Sometimes "native" is a bad thing in browsers. Like ActiveX.

experimental 16y ago
Or NativeClient. Ironically it contains several runtimes although "Native" in this case means non-web programming languages for the client-side. Remember the HTML component is a runtime.

gruseom 16y ago

The beauty of this is that if IE10 is actually faster than Chrome, then Chrome has fulfilled its mission perfectly.

HardyLeung 16y ago
I think the Google folks will disagree with you :D
- Michiel 16y ago
  I think they will agree, the availability of good browsers means their web apps work great everywhere.
  - nkassis 16y ago
    yeah, that was the actual intent of Chrome as far as I understand it and it has worked. Look at Firefox 4, you can't say it wasn't influenced by Chrome. And the fact that Microsoft is now trying to move faster with IE10 already being announced is probably also largely influenced by Chrome's fast paced development. We now have a better faster web. We just need it to be standardized a little more (Come on Microsoft, please add WebGL support)
  - billybob 16y ago
    True, but MS will always try to steer people toward their own services, so it's not a complete win. But definitely better than having people on IE6 trying to use Gmail, or even search for that matter.
    - Athtar 16y ago
      How is that any different from what Google does? or Apple for that matter?
      - contextfree 16y ago
        From Google's perspective?

tomjen3 16y ago

It may be a brilliant marketing term but for us technical guys it sucks - from now on we have educate everybody we meet about what the term "native" really mean. Not to talk about all the wrong decisions that will be made based on this. Marketeers, if we could only get rid of them.

HardyLeung 16y ago
Well, don't we already have to do that for "open", "closed", "evil", "chrome" (multi-definition), "app" (web, native), "social", and so on? and BTW, Microsoft didn't start this. Remember Native Client?
- tomjen3 16y ago
  I remember native client, but was actually native in the tech sense since it ran x86 code.

yuhong 16y ago

Here is another funny one, from http://www.intel.com/products/processor/index.htm http://www.intel.com/products/processor/index.htm : "Desktops powered by the 2nd generation Intel® Core™ processor family let you see and do more with visibly smart performance." From http://www.intel.com/products/processors/previousgeneration/index.htm http://www.intel.com/products/processors/previousgeneration/...: "Previous generation Intel® processors in the Intel® Core™ processor family delivers desktop performance, reliability, and energy efficiency."