switching costs

When free isn’t enough: dealing with customer inertia

When you get right down to it, the impact Google’s Chrome OS will have
on Microsoft’s dominance in the OS market will hinge upon a key
phenomenon: the strength of customer inertia amongst computer buyers.

Consumers and corporations are used to Windows. They’re familiar with
it, they can rely on it to get the job done, they know how to support
it, etc. All of these things support the customer inertia that has
given solid control of the consumer and corporate end-user OS market to