Author Description

"The first time that Apple, Google and Microsoft found themselves sharing the same digital space was 1998. They were radically different companies that would subsequently fight a series of battles for control of different parts of the digital landscape that would be world-changing. Arthur looks at what are now the three best-known 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. To win their battles: Apple used design 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 move into new markets; Google focused on being quick, efficient and using the power of data analysis to make decisions and get ahead of would-be rivals. Accessible and comprehensive, Digital Wars analyzes the very different cultures of the three companies and assesses exactly who are the victors on each front. The new edition will be brought up to date since the last edition in 2012, taking into account the growth of Android, mini-tablets and Microsoft's Surface. It also includes a new chapter looking at how China moved from being the assembly plant for iPods and other music players, and smartphones, to becoming the world's biggest smartphone business -- while shutting out Google both as a search engine and smartphone provider"-- "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. This new edition of Digital Wars looks at each of these battles in turn. Accessible and comprehensive, it analyses the very different cultures of the three companies and assesses exactly who are the victors on each front. Thoroughly updated to include information on the latest developments and rising competitors Samsung, it also include a completely new chapter on how China moved from being the assembly plant for music players and smartphones, to becoming the world's biggest smartphone business"--