Google: The End of the World as we Know It

Another book on the rise of the Google juggernaut. I wonder how these will look a few decades from now? Will Google crash and burn? Or will it continue to maintain its strong influence? I can see some parallels to Xerox or even Bell Labs from a few decades back. Both companies had cash-cows that were gushing in money, and used that to invest in great engineering research. Some of the many modern technologies like the mouse and graphical user interface came from these sources. However, the companies failed to take advantage of these, and eventually, the companies faltered when their mainline business gradually eroded.

This book doesn't consider the eventual fall of Google. Instead, it is concerned with the fall of media companies at the hands of the internet. Google is often seen as a "frenemy". It is trying to play nice, however, the forces are taking away the markets where old media had thrived. Google eliminated many of the inefficiencies that allowed old media to charge top dollar. While some respond by attacking Google, the smart companies are the ones that adapt. However, it is difficult. Most advertising is going online. However, online advertising only brings in 10% of what newspaper advertising does. How can newspapers survive? How can movies, music and books survive in the internet age?

The book posits many of the questions, but does not provide many answers. It does, however, provide plenty of biographical sketches and snippets in to the lives of (mostly former) googlers. It also has the somewhat self-introspective view of media writing about troubles facing media. Journalism is seen as a vital resource. The collaboration in true journalism is lost in blogging. How can this be maintained, even if the whole business of newspapers cannot? Perhaps an ASCAP for news articles? Or maybe micropayments? These are mentioned by the book, but no solution is given.

The book flows fairly well, and gets us to Google in late 2009. It doesn't go very far in depth with the company, but provides enough details of major issues to keep things interesting.