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Stephen E. Arnold
Google Version
2.0
The Calculating Predator
This is the first time someone has made a detailed study of the major
patents held by Google and has extrapolated the company's possible
business strategies. Traditionally, it has been difficult to get to grips
with what Google is. The company is not specifically secretive;
rather, it is unforthcoming about its aims, plans, strategies and
ambitions. "Provide access to the world's knowledge" is about as focused
an articulation of mission as one can get from the Google people. No big
PR puffs; no in-depth briefings. And, from a quick outside perusal, the
company seems to dabble in all sorts of technology areas and buy up all
sorts of high-tech companies, which makes measuring progress or evaluating
strategic orientation somewhat difficult.
Stephen Arnold, in this successor to "The Google Legacy",
concentrates on analysing Google's potential via a study of the company's
intellectual property (patents). Google is a company of engineers and
mathematicians, not a company of sales, promotion and legal wizards.
Mathematics is the foundation of Google's wizardry and, as analysed
by Arnold in this new study, the Googleplex is a wondrous construct
that gives Google a major competitive advantage in a wide variety of
possible fields: enterprise services and computing, web and enterprise
search, publishing, banking, advertising, telecommunications. The
Googleplex can crunch, analyse and extrapolate rapidly, intelligently
and economically from extremely large quantities of data. The owners of
such a machine can test and probe a variety of markets, and their existing
base income from advertising gives them billions of dollars to use in
their probes and explorations. "Innovation at Google is the fuel needed to
power the Googleplex and to satisfy Google's hunger for ever more
powerful, capable systems and software," explains Arnold. "Google, unlike
Amazon or Yahoo, is built on mathematics, not engineering".
This major new study of Google concentrates on deriving information
about the company from an analysis of its key patents. These patents are
often difficult to discover, since Google rarely files under the Google
name; an exhaustive hunt of some of the key Google technical staff is
required in order to unearth many of the patents held by Google. "I have a
keen awareness of Google's transformation from a search company to a
digital Exxon or Wal*Mart," writes Stephen Arnold in the current study.
"These are companies that operate at a scale that their competitors cannot
easily match. If Google can continue its upward trajectory, it will emerge
as a genetic variant of the multi-national corporation or what I call a
supra-national enterprise."
Who should read this new
analysis?
Google's potential is great, and The Googleplex is certainly not
destined to remain an engine solely for crunching data in the fields of
search and advertising.
The list of those who need to understand Google
and its potential includes:
- investment analysts, financial advisers
- search and software developers
- suppliers of corporate IT services and software
- banking and financial companies
- telecommunication suppliers
- publishing and information industry strategists
- government advisers and analysts
Google Version 2.0: The Calculating Predator (Infonortics,
Malmesbury, England; October 2007).
Available in online PDF download
version only $US 180; approx. 270 pages. Site licenses on
application to harry.collier [at] infonortics.com. The work is also
available at a special price as part of Arnold: The Google Triology.
Contents
Preface  (online sample
chapter)
Mathematicians and Strategists
Calculate
Pragmatism and Cleverness: Obviously Rational
Behavior
Flying with Open Source Instruments
The Google Stack: A New
Type of Operating System Arrives
Upside and Downside of Google’s
Dominance
Google beyond 2007
Google’s Database Technology
The Database Problem
Bigtable: A Spreadsheet on Steroids
The Sources of
Information
Selected Google Database Terminology
Selected
Operational Details
Tablets
Columns
Rows
Chubby: More than
Database Locking
Sawzall: A Google Power Tool
Selected Database Patents
US 7107419 Systems and Methods for Performing Record
Append
US 7068192 Encoding and Decoding Variable-Length Data
US 2006
0036593 Query Processing and Tokenspace Repository
US 7065618 Leasing
Scheme for Data Modifying Operations
US 7174346 Searching an Extended
Database
Digital Ninjas: Competing
with Smarter Software
Seizing the
Initiative
The StumbleUpon.com
Case
Building Block Applications
Knowledgebases
Buy and Integrate
Other People’s Technology
Digging into
Google’s Usage Tracking Technology
The
User Data Inventions
US 20020123988 Usage Statistics in Document
Retrieval
US 20060224583 Analyzing a User’s Web History
What Competitors See
Dispersion
What Happens When There’s
Traction
Unpredictable and Asymmetric
Actions
Perceiving the “Real” Google
Brin-Page Patents: Tech Sign Posts
Voice Search: Eight Years in the Making
What’s a
Priority?
What Do These Patents Reveal?
Signals of Key Developments to Come
Key Themes
Brin-Page
Invention Themes
US 6285999, US7058628, US6799176: Crown Jewels for
Google Version 1.0
US 6678681 Information Extraction from a
Database
US 7027987 Voice Interface for a Search Engine
US
20040122811 Method for Searching Media
Implications of Foundation Patents
Brin-Page Patent
Applications and Patents
Google Patents from August 2005–March
2007
Google Patents: 1998 to
2004
Google Patents: 2005 to June 30, 2007
The Patterson Cluster: One Invention Writ
Large
Value-Added Text Processing
The
Invention
Some Mechanics
Applications
The Koningstein Inventions: A Web of
Cleverness
US 200601499625 Targeting
Information
US 20060149710 Associating Features
US 20050228797
Targeting Criteria for Advertisers
US 20060224444 Social Brokering of
Advertisers and Agents
US 20060224447 Automated Offer Management
A
Quick Recap of the Koningstein Inventions
What Can We Learn from Google Patents?
Achieving $100 Billion in Revenues
Beyond Advertising
The Google Mart
(G*Mart)
US 7089237 Commerce
Activities
Google
Bank
What’s a Bank?
US 20060080238
Micro-Payment System Architecture
The
Google Telco: GTT
Patent US 6982945
Baseband Transceiver
What’s the Telco Play?
Google Enterprise Services
Patent 7142536 Network Quality of Service
Money in Search
Plus Higher-Value Services
Google
Entertainment and Publishing
US
20050038775 Multiple Sets of Search Results
Google and
Multimedia
Google and the
Programmable Search Engine
Some
Definitions
Semantic Web: One Big
Database
Vertical Content and Search: The Collection
Web
Services
The Problems with Google
Indexing
The SEO Problem: You Can Fool
Google
The Vertical Search Problem: Databases Aren’t Static Web
Pages
The Advertising Problem: Advertisers Want Message
Precision
The Google Solution
What Is
Google’s Programmable Search Engine?
PSE: Outsiders Can Influence the Functions of the
PSE
Google Version 1.0 Compared to Version 2.0
Differences between
Google PageRank and Google PSE Systems
The Guha Patent Applications
US 2007 0038616 Programmable Search Engine
The Notion of
Context
A Closer Look at Context Files
Who Controls Context
Files?
What’s in a Context File?
Making Use of Metadata
Labels
Making the Smart Hookups
The Content Warehouse
The Gestalt
of the PSE System
US 2007 0038601 Aggregating Context Data
US 2007
0038603 Sharing Context Data
US 2007 0038600 Detecting Spam-Related and
Biased Contents
US 2007 0038614 Generating and Presenting
Advertisements
Enterprise
Applications
An “Interesting
Problem”
The Competitors and the
Appliance
The Appliance’s Track Record
Enterprise Search Market
Size
What will Google Sell to the Enterprise?
The Appliance and OneBox API as Plow
Horses
The Google Value
Proposition
Appliance 2007
The Secret Sauce: The OneBox
API
Selected Recent Appliance Enhancements
Direct Support for
Selected Enterprise Applications
Making
the Appliance More “Interesting”
US
20070005568 Determination of a Desired Repository
The Problem the
Invention Solves
Search without Searching
Other Features of the
Invention
How the Appliance and US 20070005568 Can Interoperate
What
If Google “Glues” the Invention to the Appliance?
The Emergence of the Google Virtual
Machine
Containers and the Enterprise
Broad Features of the Container Patent Applications
US
2007 0136337 Module Specification for a Container Document
US 2007
0136201 User Preferences in Containers
US2007 0136443 Proxy
Server
The Future Comes into Focus
Stepping Back: What are the implications?
Google as Publisher
Google’s Publishing Advantages: Cost and
Automation
Publishing: Another Function
for the “As Is” Googleplex
Selected
Publishing Inventions
US 20050240580
Personalization of Placed Content Ordering
US 20070044086: Plug-In
Modules
Cost Trumps White
Shoes
Unasked Questions: 2002
Waiting
for the Other Shoe to Drop
An Implicit
Threat
Thwarting Google – Is It Possible?
Slowing Google
Google’s High-Profile
Competitors
Amazon
Microsoft
Yahoo
What Amazon, Microsoft, and
Yahoo Must Address
Will a Microsoft-Yahoo Tie-Up Stop
Google?
Can IBM, Oracle, or Verizon
Thwart Google?
Path Dependency: Change
Is Hard for Big Companies
IBM
Oracle
Verizon
Perceiving Google
Accurately
US 20050216434 Variable
Personalization
Google: Intelligence, Opportunism and Luck
Stopping
the Juggernaut
Misdirection
Agility
Focus
Looking Ahead
A
New Type of Company
A Checklist of
“Interesting Problems”
What Google Has in Operation Now
Cost
Control
Big Data Means Petabyte Scale and Beyond
Low-Friction
Innovation: Channeling Innovation
Next-Generation Computing
Cloud
Computing
Global Reach
Brand
Products and
Services
Cost
Characteristics of the Supranational
Corporation
Three Plays to Watch in
2008
Google and Nation States
Money
on the Table: Google Has Little Choice about Enterprise Services
The
Privacy-Copyright Timebomb
Pragmatic
Responses: What Your Company Could Do
Surfing on Google
Developer Play
Partner
Play
Avoiding Google’s Claws
Surf on Google: Ride the Wave to
Revenue
Questionable
Responses
Ignoring Google
Fighting
Google Directly
2007 and
Beyond
Index
Size, price,
availability
This publication is available in PDF (printable) form as a website
download only. There are approximately 270 pages of text. On
receipt of the order form and payment, purchasers will receive a password
and access code to allow them to download the PDF file for one-person use.
Copyright and all applicable rights are the property of Infonortics
Ltd.
Price for one-time download is $US 180. Passwords and
access codes will be communicated via email. Site licenses on application
to harry.collier [at] infonortics.com. The work is also available at a
special price as part of Arnold:
The Google Triology.
The author and publisher reserve the right to change or update the text
of the publication at any time.
Please go to the online order form (secure server) on the sidebar of
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