Googled: The End of the World As We Know It (英語) ハードカバー – 2009/11/3
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A revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape.
There are companies that create waves and those that ride or are drowned by them. As only he can, bestselling author Ken Auletta takes readers for a ride on the Google wave, telling the story of how it formed and crashed into traditional media businesses?from newspapers to books, to television, to movies, to telephones, to advertising, to Microsoft. With unprecedented access to Google?s founders and executives, as well as to those in media who are struggling to keep their heads above water, Auletta reveals how the industry is being disrupted and redefined.
Using Google as a stand-in for the digital revolution, Auletta takes readers inside Google?s closed-door meetings and paints portraits of Google?s notoriously private founders, Larry Page and Sergey Brin, as well as those who work with?and against?them. In his narrative, Auletta provides the fullest account ever told of Google?s rise, shares the ?secret sauce? of Google?s success, and shows why the worlds of ?new? and ?old? media often communicate as if residents of different planets.
Google engineers start from an assumption that the old ways of doing things can be improved and made more efficient, an approach that has yielded remarkable results? Google will generate about $20 billion in advertising revenues this year, or more than the combined prime-time ad revenues of CBS, NBC, ABC, and FOX. And with its ownership of YouTube and its mobile phone and other initiatives, Google CEO Eric Schmidt tells Auletta his company is poised to become the world?s first $100 billion media company. Yet there are many obstacles that threaten Google?s future, and opposition from media companies and government regulators may be the least of these. Google faces internal threats, from its burgeoning size to losing focus to hubris. In coming years, Google?s faith in mathematical formulas and in slide rule logic will be tested, just as it has been on Wall Street.
Distilling the knowledge accrued from a career of covering the media, Auletta will offer insights into what we know, and don?t know, about what the future holds for the imperiled industry.
“This is an engrossing look at Google and the broader trends in information and entertainment in the Internet age.”—Booklist, Starred Review
“[A] savvy profile of the Internet search octopus….[and] a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries.”—Publishers Weekly
“Auletta uncovers some endlessly colorful material and assesses [Google’s] prospects critically but fairly.”—Kirkus Reviews
“Auletta has captured something critical and true about the tribe that made the enormous success of Google possible. His understanding is critical and essential for anyone trying to predict how long this run of enormous success will continue. Bottom line: Not forever, and maybe not much longer. Here's exactly why.”—Larry Lessig, author of Remix: Making Art and Commerce Thrive in the Hybrid Economy and Free Culture: The Nature and Future of Creativity
“A uniquely incisive account of the new Internet revolution, powered by Ken Auletta’s unparalleled access. Essential reading.”—Marc Andreessen, founder of Netscape and co-founder of Ning
"Ken Auletta has produced the seminal book about media in the digital age. It is a triumph of reporting and analysis, filled with revealing scenes, fascinating tales, and candid interviews. Google is both a driver and a symbol of a glorious disruption in the media world, and Auletta chronicles, in a balance and thoughtful way, both that glory and that disruption."—Walter Isaacson, author of Einstein: His Life and Universe and Benjamin Franklin: An American Life商品の説明をすべて表示する
創始者のLarry PageとSergey Brinの生い立ちと出会い、Google創始にいたるいきさつを読んでいると、若者が類い稀な才能と奇想天外な発想を実現する環境がある米国への尊敬の念を新たにする。日本ならこういう才能があっっても学校を卒業するまでにまず潰されてしまうだろう。もったいないことだ。
若き天才エンジニアPageとBrinの「常識はずれ」の発想こそがGoogleのGoogleたるべきところなのだが、巨大化する企業を管理することはできない。出資者たちの圧力で２０歳年長のSchmidtをCEOとして雇用したのだが、それでもGoogleは若い常識はずれの発想が機動力であることには変わりない。それが良い結果をもたらすこともあれば悪い結果をもたらすこともある。悪い例がGoogle Booksと著作権の問題だ。このGoogle Booksがいかにして始まったのかというエピソードを読むと、その単純さに唖然とする。毎日Googleで検索し、Gmailで交信する私の世界は１０年前とはすっかり変わった。Googleに支配されている私の現状を思うと、彼らの「Don’t be evil」というモットーをそのまま信じてよいのかどうか不安になる。
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Auletta seems to think that Google's engineering culture is problematic because it leads to PR blunders or angers competitors. The problem is really that an engineer is almost an alien compared to most people - people who think emotionally or practically instead of systematically. Robert Greene has a very good chapter about this, about knowing your audience and feeling connected to it. A product like Google Wave solves a problem that no has complained about and its launch makes sense only to someone who takes communities and groups for granted. This is what an engineering culture does to you - it deprives you of common sense and of a direct kinship with the people whom you're trying to serve.
The book shares much in common with Randall Stross's excellent Planet Google: One Company's Audacious Plan to Organize Everything We Know. Both books recount the history of Google from its early origins to present. And both survey a great deal of ground in terms of the challenges that Google faces as it matures and the policy issues that are relevant to the company (privacy, free speech, copyright law, etc).
What makes Auletta's book unique is the way we taps his extensive "old media" world contacts and integrates such a diverse cast of characters into the narrative -- Mel Karmazin (former Viacom, now Sirius XM), Bob Iger (Disney), Howard Stringer (Sony), Martin Sorrrell (WPP), Irwin Gotlieb (Group M), and even the Internet's "inventor"-Al Gore! Auletta interviews them or recounts stories about their interactions with Google to show the growing tensions being created by this disruptive company and its highly disruptive technologies. There are some terrifically entertaining anecdotes in the book, but the bottom line is clear: Google has made a lot of enemies in a very short time.
Indeed, the book is as much about the decline of old media as it is about Google's ascendancy. What Auletta has done so brilliantly here is to tell their stories together and ask how much old media's recent woes can be blamed on Google and digital disintermediation in general. "If Google is destroying or weakening old business models," Auletta argues, "it is because the Internet inevitably destroys old ways of doing things, spurs `creative destruction.' This does not mean that Google is not ambitious to grow, and will not grow at the expense of others. But the rewards, and the pain, are unavoidable," he concludes. Google is essentially just the tip of a giant wave of digital disintermediation that is tearing through the media landscape, Auletta argues. But because it is the biggest and most visible part of this wave, it invites greater scrutiny and scorn.