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

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

by Charles Arthur

Paperback(Second Edition)

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Product Details

ISBN-13: 9780749472030
Publisher: Kogan Page, Ltd
Publication date: 05/28/2014
Edition description: Second Edition
Pages: 344
Product dimensions: 5.40(w) x 8.40(h) x 0.90(d)

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 has met many of the senior figures in the technology industry and has extensive experience of reporting on the activities of Apple, Google and Microsoft. He has interviewed Bill Gates and Steve Jobs on numerous occasions, and he has a large following and regularly speaks, writes and blogs on all topics relating to technology. 

Table of Contents


01 1998
Bill Gates and Microsoft
Steve Jobs and Apple
Bill Gates and Steve Jobs
Larry Page, Sergey Brin and Google
Internet search
Capital thinking

02 Microsoft antitrust
Steve Ballmer
The antitrust trial
The outcome of the trial

03 Search: Google versus Microsoft
The beginnings of search
Search and Microsoft
Link to money
Random access
Google and the public consciousness
Project Underdog
Preparing for battle
Do it yourself
Going public
Cultural differences
Microsoft’s relaunched search engine
Microsoft’s bid for Yahoo
Google’s identity
The shadow of antitrust
Still underdog

04 Digital music: Apple versus Microsoft
The beginning of iTunes
Gizmo, Tokyo
iPod design
Marketing 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
iPod in the ascendant
Ecosystem: hardware and apps
Silence from Apple
Apple’s best results
Tying the Zune to the Xbox
White Christmas
Rout or strategy?

05 Smartphones
Mobiles and Microsoft
ROKR and a hard place
iPhone, that’s what
Just walk in
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
The losers
Android rising
App patents
Got lost
The revolution will be handheld
The downward spiral

06 Tablets
‘Within five years’
Third category
Apple dominant
Always on
Grand unified theory

07 China
Google: ethical challenge
The reset
Biting a chunk from Apple’s reputation
Killer fact
Smartphones and tablets
The definition of ‘open’
Don’t Dalai

08 2011

References and further reading

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Digital Wars: Apple, Google, Microsoft and the Battle for the Internet 5 out of 5 based on 0 ratings. 2 reviews.
Tunguz More than 1 year ago
The last couple of decades, and the more recent years in particular, have seen a remarkable advances and achievements in all fields of consumer technology. Hardly a day passes without a news article about some new breakout gadget, website, or software being launched. The struggle in the market for the hearts and minds of the increasingly tech-savvy and interconnected users is assuming, with only a slight exaggeration, epic proportions. At stake are not only new markets and new product opportunities, but the very nature of how we live, work and interact with each other. And yet, at the core of these “digital wars” are just a handful of companies that exert an oversize influence on the rest of the tech sector. Three of these – Apple, Google, and Microsoft – have by now become the defining and dominant players, and this book explores their rise over the past fifteen years (or in the case of Microsoft a gradual decline and struggle for relevance).  There have been many books written about each one of these three tech giants, but this is the first one that I know of which explores their interactions and strategic maneuvers with the respect to the others. The book is written in a very accessible journalistic style, but it still manages to go in depth when needed explaining certain relevant technological terms and concepts. The author clearly understands the relevant technological trends and the ways that these companies have managed to capitalize on those – or not. Although I am a huge fan of technology and follow these companies and their products much more closely than the average person, this book was still able to provide me with a lot of new information and insights.  I would have liked, thought, that in addition to the three giants this book covered a few more “minor” players in the tech arena. Amazon and Facebook in particular come to mind, as well as a host of other interesting companies whose products and services are having a major impact on the way I work, interact and amuse myself – Twitter, LinkedIn, Yahoo, Netflix, etc. I would have also liked that instead of focusing on companies this book dealt more with the tech trends in their own right. Granted, many of these trends are single-handedly defined (or used to be defined) by the three profiled companies (search and Google, smartphone and Apple), but I think that the broader approach would have been more informative and provided us with an idea of what we can expect in the next decade or so of high-tech innovation.  Weather you are a seasoned tech-aficionado or just someone who is interested in learning more about the most prominent tech giants of today, this book will have a lot to offer. But you might want to hurry and read it very soon – many of the trends and insights from this book may become dated already a year form now, if not sooner. 
RolfDobelli More than 1 year ago
Charles Arthur, an experienced technology writer and editor at the Guardian, draws on his experience covering the IT industry to report on the highs and lows of Apple, Google and Microsoft as they battled for dominance in consumer computing. By examining their struggles for supremacy in search engines, digital music, smartphones and tablets, Arthur demonstrates that the first company to market is not the one that ultimately reigns; instead, the race goes to the one that can provide an irresistible customer experience and still make a profit. As with all histories capturing events still in progress, each story by necessity ends with a “to be continued” feel that may quickly render the book out of date. However, getAbstract recommends it to students of history, technology and corporate success. And if you are reading this abstract on a tablet or phone, you will soon learn more about the myriad decisions that led to the device in your hand.