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Google: The Digital Gutenberg
Infonortics Ltd, Sep 2009, Pages: 110
Stephen Arnold's latest monograph complements his two previous Google studies: The Google Legacy (September 2005) and Google Version 2.0 (October 2007). Both previous studies conducted in-depth analysis of the Californian company's rise over the past ten years, and discussed its potential for growth and diversification based on its leading-edge technology.
In the Preface to the new study, Stephen Arnold comments that 'in this monograph, I have gathered together examples of Google's non-advertising technology, narrowing to what I call 'publishing' technology. I have highlighted three points:
First, I show how Google has initiated but not completed an end-to-end publishing system, seeming content to mothball its technology and allow developers to discover how to use its App Engine to access the Google operating environment.
Second, I illustrate Google's data management capabilities. One benefit of structured or semi-structured information is that blocks of information can be 'sliced and diced' to create new concoctions, as suggested in the word 'mashup'.
Third, I have focused on Google's stature as the next big thing. I don't discuss MySpace, Twitter or Facebook in this monograph, but these services represent companies that have built around some of Google's technical methods. My working hypothesis is that Google has the infrastructure and the technology to compete in social networks and social search.
Who should read this new analysis?
Google's potential is great, and The Googleplex is certainly not destined to remain an engine solely for crunching data in the fields of search and advertising.
The list of those who need to understand Google and its potential includes:
- Those working in media and publishing companies
- Investment analysts, financial advisers
- Suppliers of corporate IT services and software
- Banking and financial companies
- Publishing and information industry strategists
- Government advisers and analysts
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