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Abstract

Few companies in history have ever been as successful and as admired as Google, the company that has transformed the Internet and become an indispensable part of our lives. How has Google done it? Veteran technology reporter Steven Levy was granted unprecedented access to the company, and in this revelatory book he takes readers inside Google headquarters-the Googleplex-to show how Google works. While they were still students at Stanford, Google cofounders Larry Page and Sergey Brin revolutionized Internet search. They followed this brilliant innovation with another, as two of Google's earliest employees found a way to do what no one else had: make billions of dollars from Internet advertising. With this cash cow (until Google's IPO nobody other than Google management had any idea how lucrative the company's ad business was), Google was able to expand dramatically and take on other transformative projects: more efficient data centers, open-source cell phones, free Internet video (YouTube), cloud computing, digitizing books, and much more. The key to Google's success in all these businesses, Levy reveals, is its engineering mind-set and adoption of such Internet values as speed, openness, experimentation, and risk taking. After its unapologetically elitist approach to hiring, Google pampers its engineers-free food and dry cleaning, on-site doctors and masseuses-and gives them all the resources they need to succeed. Even today, with a workforce of more than 23,000, Larry Page signs off on every hire. But has Google lost its innovative edge? It stumbled badly in China-Levy discloses what went wrong and how Brin disagreed with his peers on the China strategy-and now with its newest initiative, social networking, Google is chasing a successful competitor for the first time. Some employees are leaving the company for smaller, nimbler start-ups. Can the company that famously decided not to be evil still compete? No other book has ever turned Google inside out as Levy does with In the Plex.

Content

The world according to Google: biography of a search engine -- Googlenomics: cracking the code on internet profits -- Don't be evil: how Google built its culture -- Google's cloud: how Google built data centers and killed the hard drive -- Outside the box: the Google phone company. and the Google t.v. company -- Guge: Google moral dilemma in China -- Google.gov: is what's good for Google, good for government or the public? -- Epilogue: chasing tail lights: trying to crack the social code.

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Date

20.12.2006 18:22:32

Isbn

3-936931-22-4

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Abstract

That there is a "digital divide" - which falls between those who have and can afford the latest in technological tools and those who have neither in our society - is indisputable. "Virtual Inequality" redefines the issue as it explores the cascades of that divide, which involve access, skill, political participation, as well as the obvious economics. Computer and Internet access are insufficient without the skill to use the technology, and economic opportunity and political participation provide primary justification for realizing that this inequality is a public problem and not simply a matter of private misfortune. Defying those who say the divide is growing smaller, this volume, based on a national survey that includes data from over 1800 respondents in low-income communities, shows otherwise. In addition to demonstrating why disparities persist in such areas as technological abilities, the survey also shows that the digitally disadvantaged often share many of the same beliefs as their more privileged counterparts. African-Americans, for instance, are even more positive in their attitudes toward technology than whites are in many respects, contrary to conventional wisdom. The rigorous research on which the conclusions are based is presented accessibly and in an easy-to-follow manner. Not content with analysis alone, nor the untangling of the complexities of policymaking, "Virtual Inequality" views the digital divide compassionately in its human dimensions and recommends a set of practical and common-sense policy strategies. Inequality, even in a virtual form this book reminds us, is unacceptable and a situation that society is compelled to address.

Footnote

The economic opportunity divide is predicated an the hypothesis that there has, indeed, been a major shift in opportunities driven by changes in the information environment. The authors document this paradigm shift well with arguments from the political and economic right and left. This chapter might be described as an "attitudinal" chapter. The authors are concerned here with the perceptions of their respondents of their information skills and skill levels with their economic outlook and opportunities. Technological skills and economic opportunities are correlated, one finds, in the minds of all across all ages, genders, races, ethnicities, and income levels. African Americans in particular are ". . attuned to the use of technology for economic opportunity" (p. 80). The fourth divide is the democratic divide. The Internet may increase political participation, the authors posit, but only among groups predisposed to participate and perhaps among those with the skills necessary to take advantage of the electronic environment (p. 86). Certainly the Web has played an important role in disseminating and distributing political messages and in some cases in political fund raising. But by the analysis here, we must conclude that the message does not reach everyone equally. Thus, the Internet may widen the political participation gap rather than narrow it. The book has one major, perhaps fatal, flaw: its methodology and statistical application. The book draws upon a survey performed for the authors in June and July 2001 by the Kent State University's Computer Assisted Telephone Interviewing (CATI) lab (pp. 7-9). CATI employed a survey protocol provided to the reader as Appendix 2. An examination of the questionnaire reveals that all questions yield either nominal or ordinal responses, including the income variable (pp. 9-10). Nevertheless, Mossberger, Tolbert, and Stansbury performed a series of multiple regression analyses (reported in a series of tables in Appendix 1) utilizing these data. Regression analysis requires interval/ratio data in order to be valid although nominal and ordinal data can be incorporated by building dichotomous dummy variables. Perhaps Mossberger, Tolbert, and Stansbury utilized dummy variables; but 1 do not find that discussed. Moreover, 1 would question a multiple regression made up completely of dichotomous dummy variables. I come away from Virtual Inequality with mixed feelings. It is useful to think of the digital divide as more than one phenomenon. The four divides that Mossberger, Tolbert, and Stansbury offeraccess, skills, economic opportunity, and democratic-are useful as a point of departure and debate. No doubt, other divides will be identified and documented. This book will lead the way. Second, without question, Mossberger, Tolbert, and Stansbury provide us with an extremely well-documented, -written, and -argued work. Third, the authors are to be commended for the multidisciplinarity of their work. Would that we could see more like it. My reservations about their methodological approach, however, hang over this review like a shroud."