Open architectural competition strategy: Google's approach to innovation through standardization

The realization and diffusion of web applications is the result of the HTML5 standard. Google succeeded in making HTML5 the W3C standard by attracting end users and other browser vendors. Google had utilized open technology developed by other stakeholders, and outside activities for the purpose of realizing and diffusing web application innovation. They supported collaborative development activities and promoted the benefits of functions provided by the specification solely with the development of add-on software. They succeeded in diffusing a runtime environment for web applications by contributing to an open standard. Key success factors of innovation through standardization are 1) utilizing any technologies developed by any party, 2) attracting customers from the multi-sided market fast and 3) adopting an implementation-oriented process of standardization.