As ambitious as Google's goal is, with 68 percent of all Web searches (and growing), profits that are the envy of the business world, and a surplus of talent, the company is, Stross shows, well along the way to fulfilling its ambition, becoming as dominant a force on the Web as Microsoft became on the PC. Google isn't just a superior search service anymore. In recent years it has launched a dizzying array of new services and advanced into whole new businesses, from the introductions of its controversial Book Search and the irresistible Google Earth, to bidding for a slice of the wireless-phone spectrum and nonchalantly purchasing YouTube for $1.65 billion.
Google has also taken direct aim at Microsoft's core business, offering free e-mail and software from word processing to spreadsheets and calendars, pushing a transformative -- and highly disruptive -- concept known as "cloud computing." According to this plan, users will increasingly store all of their data on Google's massive servers -- a network of a million computers that amounts to the world's largest supercomputer, with unlimited capacity to house all the information Google seeks.
The more offerings Google adds, and the more ubiquitous a presence it becomes, the more dependent its users become on its services and the more information they contribute to its uniquely comprehensive collection of data. Will Google stay true to its famous "Don't Be Evil" mantra, using its power in its customers' best interests?
Stross's access to those who have spearheaded so many of Google's new initiatives, his penetrating research into the company's strategy, and his gift for lively storytelling produce an entertaining, deeply informed, and provocative examination of the company's audacious vision for the future and the consequences not only for the business world, but for our culture at large.
Publishers Weekly® Reviews
- Reviewed in: Publishers Weekly, page 61.
- Review Date: 2008-07-14
- Reviewer: Staff
In this spellbinding behind-the-scenes look at Google, New York Times columnist Stross (The Microsoft Way) provides an intimate portrait of the companys massively ambitious aim to organize the worlds information. Drawing on extensive interviews with top management and the authors astonishingly open access to the famed Googleplex, Stross leads readers through Googles evolution from its humble beginnings as the decidedly nonbusiness-oriented brainchild of Stanford Ph.D. students Sergey Brin and Larry Page, through the companys early growing pains and multiple acquisitions, on to its current position as global digital behemoth. Tech lovers will devour the pages of discussion about the Algorithm; business folk will enjoy the accounts of how company after company, including Microsoft and Yahoo, underestimated Googles technology, advertising model and ability to solve problems like scanning library collections; and general readers will find the sheer scale and scope of Googles progress in just a decade astounding. The unfolding narrative of Googles journey reads like a suspense novel. Brin, Page and CEO Eric Schmidt battle competitors and struggle to emerge victorious in their quest to index all the information in the world.