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Story Tools: E-MAIL | PRINT | Text Size: S M L XL | REPORT = TYPO | SEND YOUR = FEEDBACK

Google needs to be more open, author of new book = says

Last Updated: Friday, September 26, 2008 | 5:30 = PM ET=20

By Peter Nowak, CBC News

It=20 will take Google 300 years to digitize all the information in the world, = New=20 York Times columnist and San Jose State University professor Randall = Stross=20 says. (Simon and Schuster)

In a short 10 years, Google Inc. has become one of the most valuable=20 companies in the world, and certainly the hottest commodity on the = internet.=20 Along the way, the company that started out as a simple search engine = provider=20 has expanded into other businesses =E2=80=94 news, maps, e-mail, = productivity software,=20 as well as many others =E2=80=94 and has revolutionized virtually every = industry it has=20 touched.

Randall Stross, a professor of business at San Jose State University = and=20 author of the New York Times column Digital Domain, looks at the = company's=20 transformation into a massive agent of change in a new book titled = Planet=20 Google: One Company's Audacious Plan to Organize Everything We = Know.

Stross discussed his book as well as the past, present and future of = Google=20 with CBCNews.ca.

CBCNews.ca: The media seems to be turning against = Google as=20 of late, which raises the question: Is Google evil?

Stross: Google is attracting a lot of criticism. I = don't=20 bandy about the word 'evil' in the book but I do cover the history of = the=20 inclusion of 'do no evil' in their mission. There are some things it's = getting=20 dinged for that I don't feel it needs to, while there are other things = that it's=20 not getting enough attention for. The proposed ad deal with Yahoo has = drawn a=20 lot of criticism. I recently took a close look at that and decided it = would be a=20 deal that would really help Yahoo because ads are priced not by the = provider but=20 by a bidding process. This is not something that seems immediately = evil.

However, I am greatly concerned with the way Google does not provide = full=20 reassurance that the data it is collecting, including very personal data = =E2=80=94=20 e-mail, word processing documents, medical records if we use Google = Health. All=20 of this information is being collected by a company that has been = reluctant to=20 acknowledge how sensitive this material is and how great of a concern = privacy=20 protection is for many people. Their all-purpose reassurance is, 'trust = us, we=20 know that our business depends upon maintaining the trust of our users = so we=20 have every incentive to take good care.' But 'trust us' I don't believe = is=20 sufficient. I think there needs to be a lot more transparency and there = may be a=20 need for outside supervision =E2=80=94 a board of civilians who are = given access to=20 Google's security measures and serve as a kind of representative of all = of us.=20 There is a problem that Google is acting as a kind of black box, where = the data=20 goes in and what happens to it once it's sucked into the Google data = centre is=20 something that they do not disclose. They're going to need to change = their=20 relationship with their users and become more transparent.

CBCNews.ca: They've also been raked over the coals = for their=20 censorship in China and possible privacy invasion with Street View.

Stross: Let's take each of those. Google was very=20 transparent in agonizing publicly about what it should do in China. It = faced a=20 really tough question and was quite open about how it weighed the pros = and cons=20 of giving in to the Chinese government's demands that it censor Google = search=20 results, or if it didn't give in, accept that the government would = restrict=20 Chinese users from reaching Google servers outside of China. When it = decided to=20 accede to the Chinese government's demands, it said very clearly, 'we = are going=20 to put on every search results page that has been affected by = restrictions that=20 it has been restricted and we believe that ultimately the larger cause = of=20 providing reform will be furthered by providing information even if it's = not the=20 full set.'

I'm not sure myself what I would have done. It's an old problem about = whether=20 you can promote the forces of reform internally or not, but what I like = about=20 what Google did is that it made public its internal discussion. I wish = they'd do=20 more of that with all these other issues.

Street View is a really interesting problem because what it has done = is made=20 fully public what we've all along come to think of as private things. = When=20 Google first introduced Street View, critics jumped on it. I don't know = if you=20 recall the case of the woman who had a cat that sat in the front window = of her=20 apartment and was captured by Street View and she felt that was an = invasion of=20 her privacy. Google came back and said, 'but if you were walking down = the=20 street, you would have seen that cat.' What we've come to see is that = this is=20 the obliteration of privacy by obscurity.

I think what's happened since is we've become more accustomed to the = idea.=20 Google has made an important concession that it refused to do initially. = It is=20 now willing to blur faces and has developed software to do that = automatically.=20 They initially said if you're on the street, it's fair game, but they've = backed=20 down and said it's not important for the service that you be able to = recognize=20 the faces that happen to be captured.

CBCNews.ca: You've had access to many employees and=20 executives of Google. Within the company, is there a real hatred for = Microsoft?=20 Are they really trying to take Microsoft down?

Stross: Yes, they are. Microsoft is their number one = target.

CBCNews.ca: Is it because the people at Google = object to the=20 way Microsoft does business?

Stross: I think at it's heart it's just a business = rivalry.=20 They have to take Microsoft down in order to grow. The Google = co-founders and=20 CEO Eric Schmidt will say it's a war between different philosophies: the = proprietary closed model of Microsoft that is desktop centric, or the=20 open-source model of Google that is web-centric. They play off the = differences=20 in the technology but even if Microsoft moved fully to a web-centric = model and=20 moved Office fully on to the web and stopped selling it as desktop = software,=20 they would still have this very deep rivalry.

CBCNews.ca: Google is now moving into cellphones and = the=20 mobile internet. Where do you see the internet 10 years from now?

Stross: There's no question that Google sees the = biggest=20 opportunity for growth is mobile access to the internet. Phones are = becoming=20 ever more capable of performing the same work that we use our desktops = for.=20 There's a whole new category of phones now, beyond the smartphone, that = is=20 designed from the ground up to interact with web services. The iPhone = would be=20 the first generation of that and the Android phones are the next = version.=20 Screens are going to get, as we've seen, larger and more capable = =E2=80=A6 mobile phones=20 are going to give us truly personal computing. We're going to look back = 10 years=20 from now and think of desktop computing as a kind of strange, very = limited way=20 of having computing at our fingertips, like a ball and chain. Everything = is now=20 sitting up on a cloud rather than on a hard drive under the desk.

CBCNews.ca: Where will Google be 10 years from = now?

Stross: I can't predict who its chief rival will be, = but=20 it's probably a company that has yet to be founded, we know that much. = But as=20 long as its advertising business continues to be so lucrative, they can = afford=20 to experiment in many different directions and watch developments. It = was late=20 to social networking and so far it's response, an industry-wide = initiative to=20 try and make social networking members able to move their data across = different=20 sites, has not revolutionized that part of the computing world. But this = is a=20 company that is on a 300-year mission. It's not thinking 10 years, it's=20 literally thinking 300 years out =E2=80=94 300 years being the time it = estimates it will=20 take to digitize all the information in the world. Right now Google says = we're=20 only two- or three-per-cent along. In many ways, Google is more = ambitious than=20 Microsoft ever was because when Microsoft sold its software to operate = in the=20 office or the home, the software was limited to things like writing a = Word=20 document or preparing a spreadsheet, so the company's relationship with = the=20 customer was episodic. You'd buy the software and you'd install it, = maybe you'd=20 have support problems and call them back, but otherwise you'd have no = ongoing=20 relationship with the company.

The Google model of computing is very different because you're not = purchasing=20 software, you're engaging with this company. The more services that you = use, the=20 more dependent you become psychologically =E2=80=94 not in the sense = that there's a lock=20 in effect like Microsoft does, but you become accustomed to the services = so=20 there's a psychological lock there that benefits Google. Services that = they do=20 not sell advertisements through still help promote the Google cause = because it=20 reinforces the notion in everyone's minds that Google is the place where = you=20 seek information. They're going to be well positioned and they have the=20 resources to allow them to, if not anticipate, at least catch up where = they=20 lack. The YouTube acquisition is a good example. Google Video was a = failure=20 while YouTube exploded. They were able to get out their cheque book for = $1.65=20 billion US and pop YouTube into the shopping cart. One can see where = other=20 people, new startups, will come up with interesting ideas that Google = did not=20 think of first but Google will have the means to acquire them.

Story Tools: E-MAIL | PRINT | Text Size: S M L XL | REPORT = TYPO | SEND YOUR = FEEDBACK

Internal Links

G= oogle=20 to press on with Yahoo ad deal=20
U.S.=20 Congress probes Google-Yahoo deal=20
Google = starts blurring faces on Street View=20
Google=20 street view may be illegal: Canada

Technology & Science Headlines

Breaking=20 up telecom companies is hard to do: Splitting internet providers in two is an idea that's = gaining=20 steam globally, but would it fly in Canada?=20
China=20 completes first spacewalk: Chinese celebrated their country's first spacewalk = Saturday,=20 gathering at outdoor TV screens to cheer live video of the milestone = for a=20 program that has ambitions of building a space station and challenging = the=20 U.S. and Russia in offworld exploration.=20
Activists=20 call for investment in alternative energy: Alberta activists held a rally in Edmonton on Saturday = to call=20 for an investment in what they're calling "green-collar" jobs.=20
G= oogle=20 needs to be more open, author of new book says: Author Randall Stross, who has written a new book on = Google,=20 says the company is going to need to change how it deals with the = public's=20 personal information=20
NA= SA=20 averts being bumped from space station: The risk that the United States would have no way to = get its=20 astronauts to the International Space Station after 2010 was averted = Thursday=20 when the House of Representatives passed a spending bill that included = a tiny=20 section that allows NASA to buy or use Russian-made Soyuz spacecraft.=20

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Curb=20 cellphone use while driving to avoid collisions, doctors urge Ont. = gov't=20

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En= route=20 to East Coast, Kyle grows into hurricane: Tropical storm Kyle has grown into a Category 1 = hurricane over=20 the Atlantic Ocean, forecasters said Saturday evening.=20
'Sig= nificant=20 progress' reported in financial bailout talks: Some U.S. senators reported progress in talks Saturday = on a=20 $700-billion bailout to alleviate the crisis in the country's = financial=20 sector.=20
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