“NOT BAD” is the title of the beautiful film by Claudio Caligari and also, in a different context, Google’s old motto: “Do not be evil”, a key assumption for those who manage the power of information such as’ Mountain View company. Google enters the life of each of us, and surely learn what we do, where we go, what we want and what we buy, questions the basis of our days and the answers that we are concerned. Up to paint a realistic picture of who we are, probably clearer than that each of us has in his head. Although less human, painted by cookie, search strings, advertising notification preferences, communication flows. Cold numbers but can get very close to defining a human being and his life. And for this “not be evil”, to use judiciously such great power, is the first commandment of a conscious corporation what has become over time – and with an idea of what to become in constant evolution.
Google has existed since 1998 and in his nearly twenty years of existence he offered an impressive evolutionary show. From search engine-based organization for those who connect to the web, a ground on which Facebook recently addresses the Mountain View company to his face. E ‘became a source of revenue for advertisers, bloggers and YouTubers, has sought and still seeks its way to the social network, and won 82.8% of the mobile device market with Android, beginning a sideline and today’s digital soul of billions of smartphones and tablets sold worldwide and produced by Huawei, HTC, Samsung, LG, Asus, Sony, Acer, Lenovo and many other Eastern companies. A global domain that seems contemporary update of the history of Microsoft, Bill Gates’ company that between the years 80 and 90 conquered the world with Windows, the operating system for PCs that version 1.0 of 1985 until the 10 of 2015, is the most common operating environment of the world.
the similarities between Google and Microsoft are, rapid expansion up to dominate the competition up to the type of products and ideas. The two companies are different, of course, Google experiments on several fronts because its nature is. Robots from Boston Dynamics for example, the space flights of Google X, or the car you drive itself, the modular Project Ara smartphone and countless other secret projects that you are working in the innermost rooms of the Googleplex. But Google has come under the scrutiny of the EU on the same charge that was addressed to Microsoft, abuse of dominant position. How the company to Gates were the sanctions imposed in the mid-2000s for not joining the antitrust rules, so Big G is now under fire for how Android is set in the time it reaches the vast majority of the market. And just as Microsoft has resolved the disputes with Europe, so Google will have to find the square not to break the Authority’s directives. That in the case of Android, touch the same functionality of the operating system as well as thought in the Google experience , which is a platform that provides the user, just bought a new smartphone or tablet, to enter the world of services Google using your account. “The right thing”, in short, according to the new Mountain View motto. “Do not be evil” is basically a sentence which in 2004 had more weight. But under the water bridges it has passed, and today’s digital life is infinitely more complex and structured than that of just twelve years ago. And in October 2008 when it was put on the market the first Android smartphone, the HTC Dream, the way we use phones and tablets has changed, and not only that has changed us. A change that is also reflected nell’assetto corporate Mountain View: Google today is in fact just one of many companies under the Alphabet holding hat. In the transition to Google Alphabet However, as stated in the code of ethics, the “Do not be evil” is gone, replaced by a different directive and much more interpretable: “It ‘the right thing.” A phrase which curiously still recalls a movie, this time Spike Lee, still a story of the past under the weight of the power and money.
The turning point. The operational approach to base of the Google-EU confrontation dates back a few years ago. January 24, 2012 Google updates the terms related to all products service: data and a user’s information may that day be used by any Google ecosystem service. As part of the user, for the user it happens that Google services are now based on a unique profile for each application, from Gmail to YouTube to maps, to those abandoned over time (Google Buzz, Picasa, etc. ) and of course the Google side of a portrait very well established every single user. In a nutshell, a gold mine for profiling, which aim at millimeter advertising and offers. Big G in short, continues to trace the path of digital identity using the key asset of the data collection and the search engine, the one that have revolutionized the Net and brought into the new millennium the lives of billions of people. There have been controversies about the breakthrough: Google put the user first and then the profit, it was written on the Net. It is here that for many the “Do not be evil” went up in smoke. But in reality, in a world where the word privacy now seems an affectation vintage, Google’s move easily into context.
In interviews over the past years, the president of Google Eric Schmidt showed the limit of “not bad” to the point where the company’s operations could raise concerns, and fear. But in today’s world, where simply hold a smartphone in your pocket can reveal a multitude of data to the operating system that animates it, even without ever touching the screen, a 2004 slogan may have to be redefined every 24 hours. The Mountain View search engine has become a juggernaut able to assimilate and process all the data in the world, as well as Microsoft Windows apex was basically synonymous with the computer mass market. But that Google is in fact an evolution that has transformed the company, which now relates to a digital existence context that a few years ago was a scenario and today’s reality. Microsoft has responded to EU charges by changing the products and, in the long term, incorporating the external digital universe that meanwhile grew. Google seems to be on the same island that was once Gates, in a unique position, enviable and yet too isolated from the world. If Big G will be forced to unpack Android into a “core” operating system with ancillary services or to offer the “ballot box” as those inserted in Microsoft Windows to the time of the browser wars, we shall see. What is certain is that what will happen will not be a unilateral decision but will inevitably be a synthesis of the wind market, the ideas of enterprises and decisions of policy.
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