Which of Apple, Google and Microsoft had an office with a "drawer of broken dreams"and what (real) objects lay inside it?
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: