Best of the ISP-Lists

Own-Branded Browser

Members of the ISP Marketing list discuss creating an own-branded version of Internet Explorer or Netscape. It may be easier than you think.

[August 31, 2000]

On the ISP-Marketing list in August, NS asked,

"How expensive is it for an ISP to develop an own-branded version of Internet Explorer or Netscape? Unless the cost is prohibitive, wouldn't the benefit that ISPs could get from commercial spin-offs more than offset the cost of development and/or upgrades?"

KR offered one example of such a customization:

"Check out http://nwf.net, the affinity ISP of the National Wildlife Federation. A local web-development firm quoted me on replicating this and their price was under $10,000."

SK worried that such extreme customizations could be troublesome:

"Can you imagine trying to design a site without any idea of what browser people are going to be using to view it? Trying to optimize for both IE and Netscape is challenging enough. AOL's browser has its own unique graphics compression that has to be turned off before you can properly view some sites. If each ISP had its own browser, web designers everywhere would be pulling their hair out in large clumps!"

A couple of respondents explained that branding is a relatively simple matter, and doesn't require leaving the Netscape/IE universe:

[MRT noted] "Both Netscape and IE have simple-to-use kits to personalize browsers for ISP's to provide. The cost comes in printing CDs and cases; there are companies out there that do that sort of thing. You can also, of course, make the customized browser available for download on your own site."

[DM added] "And it's free. For IE, see http://ieak.microsoft.com — for Netscape, see http://home.netscape.com/bisdev/distribution/customize.html."

—End