| |
The first time that Apple, Google and Microsoft found themselves sharing the same digital space was 1998. They were radically different companies and they would subsequently fight a series of pitched battles for control of different parts of the digital landscape. They could not know of the battles to come. But they would be world-changing.
In Digital Wars, Charles Arthur assesses who are the victors in each of the battles over search technology, mobile music, smartphones and the tablet market, and’ which company can reap the rewards of wealth, controlover another part of the digital landscape and the chance to determine the shape of the future.
Contents: Introduction
Chapter 01: 1998 • Bill Gates and Microsoft • Steve Jobs and Apple • Bill Gates and Steve Jobs • Larry Page and Sergey Brin • Internet search • Capital thinking
Chapter 02: Microsoft antitrust • Steve Ballmer • The antitrust trial • The outcome of the trial
Chapter 03: 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
Chapter 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 • Stolen! • Two-faced • iPod in the ascendant • Ecosystem: hardware and apps • Scratched! • Silence from Apple • Apple’s best results • Zune • Tying the Zune to the Xbox • White Christmas • Twilight • Rout or strategy?
Chapter 05: 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
Chapter 06: Tablets • ‘Within five years’ • Third category • Apple dominant • Always on • Post-PC • Grand unified theory
Chapter 07: 2011
ISBN - 9780749464134
|
| |
Pages : 272
|