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Stephen E. Arnold

The Google Legacy

How Google's Internet Search is
Transforming Application Software

What kind of company is Google? The world mostly knows this high-flying, publicly traded West Coast company as the upstart that revolutionised search.

Wrong, says Stephen Arnold in this new ebook: Google is much more. New, radical and overlooked, Google is this era's transformational computing platform and could be about to unseat Microsoft from its throne.

Google is not just about search: search is merely one application you can load on its processor. Although Google has been releasing a series of separate application programs, the company is starting to assemble the mosaic pieces into a bigger picture. Its future will be about leveraging its innovative hardware/software infrastructure. In so doing, just as Microsoft replaced IBM, Google promises to replace Microsoft as Network Computing comes of age.

Written for business readers, especially senior executives of mid to large-sized, knowledge-based corporations, The Google Legacy places Google under a microscope, dissects Google's technology, evaluates its potential and determines that Google's future lies beyond search. Three appendices provide lists of Google patents, publishers who have indicated some type of relationship with Google, and universities working with Google-information that, according to the author, Google has sought to keep under wraps.

". . . At Google, from its inception, Google software and Google hardware have been tightly coupled," Arnold observes. "Google is not a software company, nor is it a hardware company. Google is, like IBM, a company that owes its existence to both hardware and software. Unlike IBM, Google has a business model that is advertiser supported. Technically, Google is conceptually closer to IBM (at one time a hardware and software company) than it is to Microsoft (primarily a software company) or Yahoo! (an integrator of multiple softwares)."

Among the book's critical insights:

• Google's computing platform -- named the Googleplex by Arnold after the name given by the company to its Mountain View headquarters complex -- is a better (faster, cheaper and simpler to operate) computer processor and operating system than systems now available from competitors. Its price advantage is five or six to one over other hardware. Massively parallelized and distributed, its processing capability can be expanded indefinitely. As a virtual system or network utility, the user simply faces no need for backup or setup or restore.
• Google has re-coded Linux to meet its needs. This recoding enables Google to deploy numerous current and future applications -- 50 or more -- without degrading performance.
• Google products have the potential to be assembled into a version of MS Office -- including word processing -- and many other applications.

Such insights underpin Arnold's conclusions that if Google can avoid or overcome certain pitfalls and hurdles, "Google is poised to become the heir to Microsoft". The author sets out these legal, management and marketing obstacles.

The book also identifies and explains a series of incremental hardware and software innovations "not fully appreciated by Google's competitors, analysts or users" that have given Google its competitive edge. "The net of these advantages is that Google does not have a search system. Google has a supercomputer that delivers applications. Some of these applications are free for the user; namely, search. Other applications are for Google's 4,000 employees; namely, the programmers who craft applications for the Googleplex and employees who use the formidable number-crunching capabilities of the Googleplex to figure out what users are doing, how to maximize advertising revenue from billions of online clicks in real time, and improve the search experience."

What is Google's legacy? Arnold clearly and eloquently defines it at the end of the first chapter. He introduces the subject by posing this question: "A young programmer in Beijing or Bangkok is influenced by Google. If that programmer wakes up one day and Google has disappeared, for what system will the programmer develop?" Arnold then proceeds to provide the answer.

The Google Legacy (Infonortics, Tetbury, England; September 2005). Available in online PDF download version only; US$180 / 145; 280 pages (including annexes).

Contents

Preface
The Origin of the Monograph
The Premise of the Monograph
Google Could Be the Icarus of the Present Day
Thanks and Acknowledgments
Looking at Google from a Different Vantage Point

Chapter One: Google’s First Principles
Why Google May Fail
The Reality
Is Google the Next Microsoft?
The Virtual Application
PageRank
The Service Array in 2005
What Is Google?

Chapter Two: Google Basics
Google: Heir to Microsoft?
Google’s Modest Advantage: Lower Operating Costs
Google Basic Services
How Basic Is Google?

Chapter Three: Google Technology Sample Chapter
How Google Is Different from MSN and Yahoo
The Technology Precepts
Snapshots of Google Technology
Drawbacks of the Googleplex
Leveraging the Googleplex

Chapter Four: Google Relevance Ranking and Search Engine Optimization
The Big Question
PageRank Factors
Tips for Improving the Google Ranking of a Web Site
Organic and Inorganic Traffic
Fusing Organic and Inorganic Search
Fraud: The Problem No One Wants to Discusses
Moving toward Yellow Pages Type Directory Listings
Google’s PageRank
The Factors in PageRank
Possible Google Algorithm Factors

Chapter Five: Gmail and Google Maps: True Virtual Applications
Gmail: A Peak under the Bonnet
Google Maps
Rich, Interactive Virtual Applications
Next-Generation Google Virtual Applications

Chapter Six: Google Clustering: News and Enhanced Search
Google’s Semi-Automated Newspaper
What does Google News Demonstrate?
Google: Maths and Metrics
A Closer Look at Clustering
Clustering Competition
Beyond Clustering

Chapter Seven: Google Print and Scholar
Google Print: A Closer Look
Google Scholar: The Next Dialog or LexisNexis?
Print and Scholar: Win, Draw, or Lose?
What If...?

Chapter Eight: Google: A New Force in Enterprise Search
Focus on Simplicity
Google Quickly Built a Significant Customer Base
Future Seems Bright for Google’s Appliance
The Big Four Become the Big Five
Google Appliance Builds on a Strong Web Search Foundation
Customers May Find Gauging Product Costs a Challenge
Google Relies on Simplicity
Google Appliance: A Stealth Attack?
Version 4 Brings the Appliance to Parity with the Big Four
What’s on Tap With Version 5?
Google Shakes Up Enterprise Search Market
What’s Not to Like?
The Future of the Appliance

Chapter Nine: Google APIs: Netting Developers
What Can the Google Search API Do?
What Can APIs and Hacks Do?
Google and Web Services
The APIs and Hacks in Action
Google Alerts
The Google APIs and Third-Party Applications
Google Lets Developers Choose
The Legacy of the Google APIs and Google Hacks

Chapter Ten: Google Goes Personal
Is Privacy an Issue?
Google’s Data Mining
Google’s Privacy Policy
Google’s Licenses
Other Monitoring Opportunities: The Googleplex
Google Data Monitoring Opportunities
A Monitoring Engine
Google Data Mining Options

Chapter Eleven: The Google “Legacy”
Google’s Gift
Google Wallet: A Threat to eBay and Privacy?
Smart, Lucky, Both?
Enterprise Search as an Applications Delivery Platform
Google and For-Fee Content
Innovation Options at Google
Outlook 2005–2006

Appendix A: Patents
Appendix B: Google Publisher Partners
Appendix C: Google University Partners
Index

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