Googled: The End of the World As We Know It

Googled: The End of the World as We Know It
400 pages, Penguin Press, $27.95
Writer Ken Auletta ponders the question of whether Google will become more than a one trick pony in Googled: The End of the World as We Know It.
Mr. Auletta gives credit to Microsoft CEO Steve Ballmer with the one-trick description of Google because 97% of its revenue comes from online-advertising revenue. But Larry Ellison, Oracle's chief executive, said in an interview in 2008 in response to Mr. Balmer's comment, "But it's one helluva trick."
Google's search capabilities have grown into a powerful profit machine expected to generate earnings of $22.77 a share for 2009, up 17% from 2008, and $17.38 billion in revenue, up 18% from a year earlier.
Advertising dollars continue to abandon traditional media and flood the Internet where Google has brilliantly cornered the market in paid online search, with about a 66% market share of total search.
Mr. Auletta is an accomplished chronicler of media. Mr. Auletta uses his personal access to Co-Presidents Sergey Brin, and Larry Page, 36, who founded the company, as well as to CEO Eric Schmidt.
Mr. Auletta captures Google's unorthodox management troika, all computer scientists who have defied convention in nearly every way, including the astounding choice to share the top job. All three must sign off on nearly every major decision.
Mr. Auletta's book has two major themes. One is the inside story of Google and how it works while the other is about how the engineers of the internet changed advertising and media forever.
Will Google ever become more than a one-trick pony? Mr. Auletta doesn't fully answer that question, but he does provide evidence that Google is capable of diversifying successfully. Mr. Auletta also describes the problems that might cause the company to fail to do so, including size, hubris, distraction, government opposition and the audacity of engineers toiling in garages everywhere.
What the author makes clear is that Google has made engineers not MBAs or marketers the most important employees. The founders created a company that focuses on customers first and is obsessed with making information free to everyone in the most effective way.
Monetization of the idea came well after Brin and Page set out to build the best search engine.



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