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Digital Wars: Apple, Microsoft, Google and the Battle for the Internet

 Digital Wars: Apple, Microsoft, Google and the Battle for the Internet
Additional Information
Author Charles Arthur
Publisher Viva Books Private Limited
Published Date 2012-04-28
ISBN-10 0749464135
ISBN-13 9780749464134
Binding Paperback
Product Dimensions 6.1 x 0.8 x 9.2 inches
Pages 272
Rs. 1,900.00
price subject to change
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Which of Apple, Google and Microsoft had an office with a "drawer of broken dreams"and what (real) objects lay inside it?
When did Microsoft have the chance to catch Google in making money from searchand who vetoed it?
Why did Google test 40 shades of blue on its users?
How long did outside developers wait before asking to write apps for Apple's iPhone after Steve Jobs announced it?
Who said that Microsoft should have its own music playerand why did it fail?

The answers, and much more, can be found in this new book by Charles Arthur, technology editor of The Guardian newspaper of London.

Digital Wars starts in 1998, when the internet and computing business was about to be upendedby an antitrust case, a tiny startup and a former giant rebuilding itself. It looks at what are now the three bestknown tech companies, and through the voices of former and current staff examines their different strategies to try to win the battle to control the exploding network connecting the world. Microsoft was a giantsoon to become the highestvalued company in the world, while Apple was a minnow and Google just a startup. By February 10 2012, Apple was worth more ($462bn) than both Microsoft ($258bn) and Google ($198bn) combined. The chance had come from tumultuous battles between the three...

To win their battles...

Apple used design, the vertical model of controlling the hardware and software, and a relentless focus on the customer to the exclusion of others;
Microsoft depended on the high quality of its employees" programming skills and its monopolies in software to try to move into new marketssuch as search and music;
Google focused on being quick, efficient, and using the power of data analysisnot human "taste"to make decisions and get ahead of wouldbe rivals.

With exclusive information from interviews with people such as Don Norman, former VP of Apple Computer and Pieter Knook, former SVP of the Mobile Communications Business at Microsoft, and many more current and former staff of the three companiesincluding one person who has worked for all threeArthur also addresses:

what the inventors of the hard drive used in the iPod thought it would really be used for
how Apple transformed the smartphone market
which of Android or Apple that forced Microsoft to abandon Windows Mobile
what happened to Microsoft’s tablet plan
and much more...

About the Author
Charles Arthur is the technology editor at the Guardian newspaper.An experienced journalist, he has over 25 years' experience in technology and science journalism. He met Bill Gates, Larry Page and Steve Jobs on numerous occasions.He speaks regularly at conferences, writes and blogs on all topics relating to technology.

Table Of Contents

Introduction
1998 Bill Gates and Microsoft
Steve Jobs and Apple
Bill Gates and Steve Jobs
Larry Page and Sergey Brin
Internet search
Capital thinking
Microsoft antitrust Steve Ballmer
The antitrust trial
The outcome of the trial
Search: Google versus Microsoft The beginnings of search
Google
Search and Microsoft
Bust
Link to money
Boom
Random access
Google and the public consciousness
Project Underdog
Preparing for battle
Do it yourself
Going public
Competition
Cultural differences
Microsoft's relaunched search engine
Friends
Microsoft's bid for Yahoo
Google's identity
The shadow of antitrust
Still underdog
Digital music: Apple versus Microsoft The beginning of iTunes
Gizmo, TokyoiPod designMarketing the new product
Meanwhile, in Redmond: Microsoft
iPods and Windows
Music, stored
Celebrity marketing
iTunes on Windows
iPod mini
The growth of iTunes Music Store
Apple and the mobile phone
Stolen!
Twofaced
iPod in the ascendant
Ecosystem:hardware and apps
Scratched!
Silence from Apple
Apple's best results
ZuneT
ying the Zune to the Xbox
White Christmas
TwilightRout or strategy?
Smartphones Mobiles and Microsoft
Android
ROKR and a hard place
iPhone, that's what
Just walk in
Disrupted
Free as in data
The drawer of broken dreams
Developers and the iPhone
Free as in lunch
Apps for all
Money in apps
Flash? Ah
Envy
The losers
Android rising
Patently
App patents
Tipping
The revolution will be handheld
Tablets 'Within five years'
Third category
Apple dominant
Always on
PostPC
Grand unified theory
2011 NotesReferences and further reading
Acknowledgements
Trademarks

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