uh can um have power over you or potentially adversely affect you do you know what this might be does anybody know what that is Google Founders Sergey Brin and Larry paage people Google around World wow okay I didn't really realize what it was when I first saw it but this is what helped me see it this is what we run at the office that actually runs real time and every one of those Rising dots uh represents probably about 20 30 searches their ultimate goal is to make Google into an all knowing entity so this session is supposed to be about the future so I thought I'd talk at least briefly about it and to do the perfect job doing search you really have to be smart in fact the ultimate search engine would be artificial intelligence and so that's something we work on it is somewhat ironic that they use an image of the Rogue computer how from the movie 2001 A Space Odyssey When They are promoting such a benev vent message partly we wanted to we want to make the world a better place ruled the world every day would be the first day of in just over 10 years Google has become one of silicon Valley's biggest and most unconventional players in that time it's cultivated an image of a large but benign presence that public perception is changing when Google began to scan and digitize millions of books authors and Publishers responded not with harras but lawsuits alleging copyright infringement not long after Google News was launched Google became the target of condemnation by the print media which accused it of destroying their ad business and being responsible for plummeting circulation revenues with Google's YouTube site the music television industry see a threatening competitor undermining their traditional methods of making money and when Google started photographing streets it outraged privacy Advocates wherever or whatever Google expands into it always seems to be accompanied by disruption and upheaval and whenever controversy does arise Google falls back on a corporate motto that was born out of an early Google employees aversion to corporate speak having come from Intel kind of had the I don't want to work at a big company uh idea in the back of my head and so I was interested in something that would be a little bit more provocative and a little bit more interesting and um maybe make people a little bit uncomfortable and so just sitting there in the meeting I was just trying to think of of something interesting and so what what popped into my mind was just don't be evil when I came in I thought this was a joke I thought that it was just a way of marketing within the company and in one day I was sitting in the room and I'll never forget we're having a discussion about advertising and one of the engineers named Ron pounds his fist on the table and says that's evil and all of a sudden conversation stopped it was as though everyone had jumped around the table and and HD underneath it and all of a sudden it focused the conversation on whether this particular change was positive or negative for customers we ultimately did not make the change for that reason it's not a bad motto but it's misplaced because it gets increasingly difficult to say that one is not evil um when thinking about the scope of different activities that that service providers are involved in it's no longer just search the search engine ghoul was born in that hot bed of technological innovation the computer science department at Stanford University Larry Page and Sergey Brin met asrad students in 1995 they had much in common their fathers were both college profs and their mothers were scientists both were born in 1973 both grew up with and loved anything to do with computers our PhD program is very selective but it's not like when they showed up the first day I said oh this is the smartest person I've seen in my life Hector Garcia Molina was one of Sergey brin's advisers working with him on some data mining problems the one thing it's out about Sergey was his age when I got him here as a PhD student he was 19 years old so that was the main thing that stuck in your mind was when you saw him it was just very young kid who knew a lot and was very smart Sergey Brin born in Russia was the math prodigy Who Loved swimming and gymnastics Larry Page was the inventor looking to change the world at some point I don't know exactly when they connected and started working together on on the search engine they created their earliest search engine from off-the-shelf computer components some of which They begged and borrowed from the University and after they maxed out their personal credit cards they came up with some ingenious solutions to their limited finances and then Larry discovered that he could get a better deal by buying the individual discs without the cases uh and they they built their own machine and they got more storage for the same amount of money with a structure made of toy building blocks and their secret algorithm sauce which they called backrub they Cobble together a revolutionary new search engine one could immediately see that the ordering of the pages was substantially better than what alav Vista was was was providing in the mid 1990s altav Vista like the majority of other search engines looked only at text ranking the results based on the number of times a keyword appeared Larry and serge search engine was far more sophisticated with a mathematical algorithm that looked at the number of links to and from internet sites the more links the higher the rank the first search I ever typed into Google was Canadian exchange rate and it gave me exactly the right information than I ever could use about the Canadian exchange rate and so on and I was I hate to use the word blown away but I was blown away by the fact that I could find exactly what I wanted so quickly I think what they realized is that working on it in the context of a university research project didn't give them the scope and the scale that they really needed to make it work so they said well let's take a leave let's go off do a company get it working and then we can come back and finish up the research Larry and Sergey were preparing to leave Stanford to start up their search engine company which by this time they registered as Google a misspelling of a mathematical term for one with 100 zeros after it meanwhile they continued to participate in the computer science program they had presented some work they had done on a search engine and naturally given my interests I wanted to be part of it Google had its very first employee Craig Silverstein a fellow PhD candidate so there were three of us at the beginning and it seemed like forever that there were three of us we cared a lot about culture fit and there were some people who we refused to hire even though they seem technically to be a very you know very qualified because they just did not have the personality to work well with us the three Stanford postgrad students opened up corporate headquarters in that cliche of Silicon Valley a garage the company began to expand I joined in the January of 1999 which just a few months after they had started there were four other people at the company including Larry and Sergey at the time and they were renting half a house from someone who is still living there and who is now a vice president at Google and and the computers you know everybody was working in offices or in bedrooms if you will and the the garage was included and we had I believe we had a printer there we had a ping pong table there uh but but the the whole company was not living in the garage we totally worked out of a garage and I made sure that we did it was maybe one day a month or one day every two months but I made sure that every soften we'd go out into that garage and we would do some work there but I want to be able to tell people times like this that we started in a garage and so for the record we started in a garage it's just in a garage that had rooms in a house attached to it as Google outgrew its garage it moved corporate headquarters into a regular office space in Downtown Palo Alto we were in Palo Alto back in those days which is like a restaurant Town my goal was that we would go to a different restaurant every night we'd eat out dinner all the time we'd eat out lunch all the time in fact the company was expanding quickly and soon they moved again but with few restaurants around this new location Larry and Sergey decided that it would be more efficient and more cost effective if they had their own kitchen with their own Chef the one who was chosen had on his resume a stint cooking for the band The Grateful Dead they offered me shares in the very beginning and I was very reluctant you know I talked to my dad about it and I was like pop these guys want me to give them money for these shares in a company that isn't public and he's like it's a scam don't believe them don't you give them a dime unlike other search sites the Google homepage was clear and efficient free of annoying banner ads and popups Harry Page and Sergey Brin watched as their search engine Google became more and more popular but that engine still wasn't translating into real money and they had no viable business plan to make Google turn a profit most of the build our Founders decided that for the longest time that we weren't going to get into the ad business however I think the Breakthrough idea came when we said look why don't we just show ads that are purely text based and doesn't have any you know moving images or distracting stuff based on the search Google would provide simple ads for people to click through so in October 2000 Google embarked on a new business online advertising almost immediately ad money started to flood in and pressure grew on Larry and Sergey from their venture capitalist investors they wanted an experienced CEO to run the place Larry and Sergey chose a seasoned veteran of the tech World Eric Schmidt he had successfully run software maker Noel and before that he was with sun Microsystems but perhaps what was more important for the founders was that he shared with them a background as a computer science engineer married to a strong entrepreneurial Drive Google has taken the position that creativity occurs from Individual entrepreneurs deep inside the company often who have an idea but don't have time to work on it so we invented a concept called 20% time and every technical person in the company is supposed to and we encourage them to spend 20% of their professional time on things that they find interesting not things that we find interesting employee number 23 Paul buite who is the originator of the motto don't be evil was also the engineer who in just one day came up with Gmail an email program used internally by googlers there were a lot of objections to even doing Gmail in the first place but one of the big ones was that there was no way to make money with email so there was this idea that had been floating around that maybe we could do targeted advertising for example if you get an email about um a ski trip you'll get maybe an advertisement for for ski equipment or gloves or something like that he decided to try writing some quote to see if it was possible for Google computers to scan the Gmail messages and spit out an appropriate ad when I arrived the next day people were pretty excited about it and not not always in a positive way some some people were uh thought that it was actually a terrible idea what I recall from the meetings which occurred over about a year was this constant debate of What kinds of features would advertising work and so forth and we ultimately decided to try it and we in fact La launched Gmail on April 1st it was seen largely as a joke the addition of targeted ads to Gmail in 2004 proved to be no joke adding to Google's ever burgeoning bottom line Google had transformed itself into an advertising money-making machine now when we talk about publicity the Google IPO has received more publicity than any other IPO in history when Google was preparing for its initial public offering of stock it had to disclose a closely guarded secret that it it had staggeringly large revenues and profits it took most investment observers by surprise and made Google a very attractive stock to own and so August 19th 2004 the first day of trading of Google Shares saw the creation of hundreds of freshly minted millionaires those early investors and first Google employees had struck the motherload for people who get into a company because of the money and IPO is a big deal any exit strategy you're bought by someone else you you have a public offering whatever it's a big deal and it causes you to rethink your life because your dream has been achieved I'm doing okay I'm comfortable I'm most people would consider me wealthy I consider myself wealthy Larry and Sergey were now Way Beyond wealthy it took just six years for them to become billionaires our company Google had become one of the world's top search engines it's even made it into dictionaries as a verb Google as a technological tool has become part of pop culture and young people's perception of Google as a cross between a college dorm and geek Heaven means that Google receives more than a million job applications a year you come to Google and first time I'm really feeling like everyone knows what they're doing and they know it better than me so just what does it take to be one of the Chosen Few selected to be Google The Google Plex as it is known by The googlers Who inhabit it are made to feel that they are the best and brightest deserving of the complimentary meals the subsidized Mass service the free laundry as well as the barber shop on wheels I I feel one of the greatest thing about Larry and Sergey um they were really really smart people and they were brilliant but I think one of one of the best things that they've done is they also made sure that they surrounded themselves with the best and most brilliant people that they could find Google receives more than a million job applications a year however to join the ranks of some 20,000 worldwide googlers requires Passage through a grueling series of tests and interviews rajin Seth another Stanford computer graduate had worked at a number of Hightech companies before approaching Google I probably went through somewhere between 10 to 15 interviews at the time and then finally my last interview was with Larry and so you know literally I just came in one day and actually got to sit down in Larry Page's office and uh and interview with him and he asked me a bunch of tough questions and uh I didn't didn't quite know how I did but uh but apparently he liked me enough to to the point where they decided to give me an offer among the most highly prized employees at Google just after computer science Engineers are new hires called apms or associate product managers a large part of why Google hired Associates like my position associate product managers out of school at that point um was to be able to culture these future product managers like myself in the way Google wanted them to behave mostly young recent graduates with incredibly High test scores they are given enormous amounts of responsibility and Authority early in their career and it's we're not prioritizing that very hard right now because we don't think it's going to be able to replace the personal star page from day one among the most recent crop of apms is a Canadian Jeff Harris the job that I'm actually doing which is an associate product manager is kind of designed for people that have a technical background but aren't necessarily interested in coding day-to-day so what my job ends up being is communicating with the engineers who do code all the time and kind of just making sure that all the engineers are working together towards the same goal so I'm just turned 22 I think the biggest surprise that working at Google is probably how open it is about everything that we're doing so I can just look it up on our internal site and see details on every single project that's out there which is which is great from an organizational perspective although Google might be highly transparent internally it like so many of the other big Silicon Valley high-tech companies is extremely sensitive about what Outsiders are allowed to report on whether that be code on monitor screens or the Doodles on the whiteboards which are seemingly everywhere we believe in having whiteboards all over the place and the reason for that is to really spur creativity uh so that you know you can you can draw things and communicate IDE ideas and and work with other people on that idea the secure data connector here right is our ability to publish programmatically going to be released at the same time or is that yeah and so a lot of times people will pull out their phone and take a picture of the Whiteboard and send that around as an email you know those end up being part of the notes for the meeting besides having whiteboards and food stands everywhere the other striking feature about Google offices is the absence of paper uh we operate very much in in a paperless manner you know one of the things that we've done here at Google is that users have laptops that they carry with them to the meetings that they're in a lot of the note taking is done electronically so that they can be instantly shared with people an insatiable appetite for the new and Innovative spanning a wide spectrum of Technologies means Google is constantly on the crowd but not everything of course is invented at Google we also have teams looking for great technology in small companies that we can pick up that we can buy where they would benefit from the structure of Google with plenty of cash and stock at its disposal Google is able to scoop up companies it's interested in that's how YouTube became a Google product as did Google Earth and Picassa as well as a web-based word processing program called rightly rightly was a word processor in the browser you just go to it as a normal website and it just works Google noticed it because we were you know getting a little bit oppressed Google bought rightly and hired its Founders to help develop it further my experience has been a little bit like I was a kid folding up little paper boats in a stream somewhere and it was really fun and you know Daddy warbuck wandered by and said kid this is great here's a pile of quarter inch thick plate steel and an army of arc welders go build me a battalion of battleships rley has morphed into Google Docs a processor that moves the application and its data from the personal desktop computer to Google's servers it it's a little bit strange it is strange I'm definitely you know a 42y old graveyard now right like it's kind of I'm not that old but here that's 90th percentile or something I don't know what it is but yeah there's a lot of young Engineers here um that it doesn't doesn't bother me I think it's it's interesting to me I think everybody gets to this point in their career where things begin to seem obvious I don't mind the technical here I'm not intimidated by it I'm a very productive Fierce kind of meat eating coder when I'm writing code and they're all afraid of me so I don't they don't bother me good I wasn't here when they founded it but my understanding of the founding conception of the culture is they wanted to do things and see things from an engineer's perspective we do have a lot of people from that perspective efficiency might very well be an Engineers prime directive on them right now I'm looking at the one where you open a text document in Gmail that gives you an error most of the teams do this every morning there's a standup meeting it's meant to be very short it's about 10 minutes long you're you're not supposed to speak for more than about a minute all right so I continue unit testing the the pencil is the con shell from The Lord of the Flies remember that like so that's the Whoever has the pencil is talking that's why it's a very efficient meeting it took five minutes to tell the whole team what was going on another meeting where members of the Google Docs team get to discuss problems is during their weekly rightly walk I think it's interesting to try to do big things that change the world I think that's what I like about being at Google we want to change the world too we want to do great things what's wrong with the logm we do now guy was editing for eight hours and the beginning and the end got okay no no that's cool that's cool that's Co you get to deal with tens of millions of users and you know Big Data Centers and big machines and big engineering and it's really fun for computer geeks the fun really began in 1977 in a Silicon Valley garage when two College dropouts started a company called apple and launched a revolution the personal computer Revolution the power of the desktop computer Unleashed across millions of homes and offices around the world changed everything but now after more than a quarter of a century of insinuating itself into our lives the PC has lost pretty well all of its original gwiz luster Google has set its SES on creating a another Revolution by eliminating the need for desktop computers it wants to put as much of that data as possible onto its own servers one of the things I think that's underappreciated is from the very earliest days including at Stanford they were great at minimizing the cost for putting together computer systems and they've carried on that ability to to deliver a huge amount of computing power uh at a relatively low cost from its Beginnings Google had made it a priority to manufacture as cheaply as possible all its servers and storage facilities to handle its fast search and logging of the internet and as the internet has grown so has a need for increased Computing capacity well Google builds large data centers we use personal computer components and we build a lot of specialized systems now to deal with the kind of scale that is required scale is at the heart of Google not only does Google have access to almost Limitless computer power but perhaps of greater value it has accumulated a massive collection of data data that can be used for testing at a scale unseen by most new computer Engineers my office mate and I were just baning around some ideas and and we're talking about something that later turned into something close to Google bookmarks and you know we did a little bit of math and said hm that'll be about I don't know four pedabytes of data that doesn't seem so bad and and that sentence four pedabytes of data that doesn't seem so bad is something that before I had been at Google for a month I I would have been shocked to hear those words coming out of my mouth that's shocking for petabytes is the equivalent of 4 million gigabytes numbers so staggeringly large that it is nearly impossible for mere mortals to Fathom as memory increases in capacity and decreases in price Google is moving into something called cloud computing the whole idea behind cloud computing is to go ahead and get everything on the server where the professionals are managing it the problem today is you've got all your stuff on your computer you drop it you break it you delete it it's a disaster but you put everything that's important somewhere else keep it secure keep it under your control it's available to you on every Demand on every device and every everywhere you are the move to the cloud is ushering in a revolution in how we communicate how we work how we play in fact how we live people wonder what's going to happen to information that is mine personally it's my bank records my health records whatever it is uh but I don't control it it's sitting out there somewhere on I have to dist trust Whoever has it to not do things with it I wouldn't want is this move into the Cloud's opening a back door for governments and corporations to secretly access data about us if everyone's Digital Data is moving into computer clouds just where are these clouds one of them has touched down in the foothills of the Blu Ridge Mountains in North Carolina this was once the heartland of American Furniture Manufacturing then in the 1990s cheap labor from overseas siphoned off the jobs leaving behind a devastated economy and an awful lot of excess electricity it just so happens that computer data centers are voracious users of electricity to run the servers and to cool vast quantities of water used for refrigeration the town of Lenor had plenty of both and so in late 2005 Google came calling but it came cloaked in secrecy from Google's perspective at least as I understood it it was that um the race to build these data centers is so intense and the information at least they see it is so proprietary um that they didn't want any of their competitors to get wind of what they were doing TJ Roar is a lawyer and a member of the Leno city council who is involved in the closed door negotiations with Google they would reveal information to us that we couldn't reveal to anyone else Google definitely had an attitude like look it's our way or the highway this is the term we're these are the terms we're offering take them or leave them desperate local and state officials were more than ready to reach a deal that would bring Google to this devastated County they offered Google a 30-year tax break on property and equipment it was worth an estimated $165 million over a 30-year period from these digital warehouses estimated to cost $600 million a piece flows a stream of data here are the emails the photographs the music the videos the maps and the searches that have made Google a data collecting Powerhouse Google does not divulge how many server Farms it runs worldwide but it is r rumored that there are some three dozen of them around the globe all digitally connected and all firmly planted on land but that might change Google has filed a patent to build data centers out on the Open Sea powered by the latest Technologies in harnessing wave energy Google servers would sit out on barges the expectation is that seabound servers would be much cheaper to run and there certainly wouldn't be any real estate or property taxes to pay working model has yet to be built but Google is a corporation that likes to move quickly when cuttingedge technology is involved however Google took its time when it came to opening up an office in China the growth in internet usage in China is staggering by 2009 its internet users surpassed the entire population of the United States it is an exploding Market made more complex by a censorious government we were late in entering China we were late because we were concerned about some of their content laws in order for Google to set up an office in China it had to agree to block certain sites from its search results the Chinese government decides who gets past their Chinese firewall to run Google in China they landed Kaiu Lee a senior executive at Microsoft who was once in charge of their operations in China in 2005 kaii found himself in the role of nler as new googlers are called when I joined Google I used the word shock to describe what I felt I saw and I think it's a combination of things it's a combination of the Google values and that's just how young and happy this company was it's my goal to make the culture in the Google China office as close as possible to that of Google Mountain View office it's impossible to make it exactly the same because the Chinese culture and the American cultures are different nothing separates these two cultures more than who is actually using the internet the average internet user is 25 years old in China versus about 42 in the United States so the difference is uh substantial and the usage patterns is also quite different they the Chinese users because they're younger tend to like entertainment uh Games music video uh tend to do less of searching in e-commerce uh similarly when they use the web they tend to want something that's very busy very um very exciting as opposed to simple user interfaces the internet cafes are filled with young people many of whom are here because because at home they would be forbidden to play these games and movies what it seems is not forbidden either here or at home is downloading pirated music we noticed that um most Chinese users on the internet download pirated or unlicensed music through other search engines and um that's become a habit and I think most users find that to be an entitlement so our efforts to try to build uh perhaps a paid uh pay per download or even a subscription service uh ended up um with a clear conclusion they would never take off a Google engineer and a product manager Ed their 20% time to come up with Google Music a free music download that has the support of the major record labels so we hope we found the formula that will will um not only be successful popular but also profitable for record labels and for our partner and for us while the Chinese government appears to tolerate the pirating of Music it seems to show less patience for Google recently accusing it of spreading pornography Google is registered in China so we have to follow the Chinese laws whatever the while our our our employees are Chinese citizens they would have to follow the Chinese laws wherever they were following Chinese laws meant that Google searches from within China for such things as Fallon gong Tibet Independence or chenan Square protest produced quite different results from those that appear on screens outside of China and that's how it operated for 4 years when in January 2010 Google announced that it would stop censoring its search results due to a major Cyber attack originating in China targeting Google's intellectual property and the Gmail accounts of Chinese human rights activists while China insists that its laws must be obeyed Google warned that if discussions with the Chinese government to operate an unfiltered search engine prove unsuccessful it could shut down operations in China however there were no discussions with the government of the United States when shortly after September 11th 2001 it passed legislation that gave itself broad surveillance Authority allowing itself unprecedented access to people's digital footprint and these powers are quite broad now they range from getting access to credit reports on individuals uh to getting access to their Communications data uh to more broadly being able to send a letter to any data holder and say please reveal all the information you have about this person and don't tell them and don't tell anyone uh this is the idea of the National Security letter at the Electronic Privacy Information Center in Washington DC director Mark Rottenberg is concerned about the new digital information that's migrating to the clouds of computer server Farms I'm not saying that the government shouldn't get access to that information under appropriate circumstances in fact in some instances it's it's vital uh to pursue wrongdoing and and criminal investigations but we need oversight we need accountability we need transparency and the problem with cloud computing is going it's going to make it much easier for government to engage in this type of surveillance secretly without people knowing that their personal information their business records are being turned over I've asked uh people at Google to Simply report statistics on how many subpoenas and warrants they get every month they don't have to say anything else they don't have to say what the subpoenas and warrants were about just a number how many do you receive um but they didn't like that suggestion and uh and rejected it out of hand as the Google Juggernaut plows ahead digitizing everything in its path it accumulates new adherence the city of Washington DC has opted to wean itself off Microsoft Office and switch to a collection of Google applications Google's offer of a cheaper more secure and more collaborative life in their Cloud Prov just too enticing to turn down the trust issue is Central to our whole brand if Google were to violate someone's trust press of course would kill us and all of a sudden people would withhold their information they'd stop searching our Revenue would go down and be a terrible thing terrible for our company terrible for them so we take it very very seriously some people don't trust this naive altruism that you know we're really trying to make products that make users is better they see you know some sort of agenda that we're trying to like you know control the world or whatever whatever they they they see but what can I say you know we come out of a grad school background and we don't think like that but Google also has to worry about a band of young upstarts ready to change the world of search discarding Google's original model of a data crunching search engine they are approaching search from a different angle they want to harness the power of what was known as the wisdom of friends I think that this is the place that um is going to define the next several years of of what the internet and world is really about so why is it that some of the leading proponents of social search are exg googlers ready and willing to challenge their ex employer with almost 20,000 employees worldwide Google Google is beginning to see some of its early hires leaving for what they see as the next big thing a down Market District of San Francisco an internet startup has an abundance of Google corporate DNA several of its Founders are exg googlers but their company arbark wants to go beyond Google and transform search itself we we like to call it social search it's the notion of you're really searching for the right person um in the moment and and it's not that you want to know their bio it's that you really want to interact with them because they know something that will help you in in your moment sometimes it's not really written down on a web page but someone out there really does know the answer and we all have social networks artvark is basically a utility that that lets you tap into that just on a highway in a non-descript Industrial Mall in Silicon Valley there is another social network startup with its own list of very impressive ex googlers including Paul buite who so famously or perhaps infamously coin Google's motto don't be evil their tiny company called friendfeed is developing a new social network service that shares and keeps track of what friends are listening to reading and posting on the web none of us really knows what's going to happen next but in in many ways I find that that's actually part of the fun of a startup you at a big company I can pretty easily predict what's going to happen next year at a startup you have no idea what's going to happen next you know next year could be could be a huge success or it could be a huge failure Google had been eyeing friend feed for possible acquisition but before friendfeed could even reach its second year in business it was gobbled up by social network phenomenon Facebook for reported $50 million Facebook for founded by a Harvard Dropout in 2004 has undergone an explosive growth and represents a real challenge to Google at the same time attracting a surprising number of exg googlers I think leaving Google is and and choosing to come to Facebook just demonstrates how uh compelled and convinced I am about the importance of Facebook's mission Facebook along with Twitter are currently the hottest social networks around and they have realized that their kind of friend-based recommendations is a form of search far removed from Google's cold calculating algorithms for most people outside of engineering the world is about relationships it's about connecting with other people and to that extent Facebook really is that next step in the evolution of what really matters from a technology perspective Google had in fact entered the social network Market with something called Orchid although tremendously popular in India and South America it has failed to attract any large following among Europeans and North Americans Google really didn't jump into the social networking business and I think that's partly the personality of the founders I think they're Engineers who you know small talk with your friends is not the priority it's getting information from the scientific world this priority so I think in some sense there was always a bias that this was sort of not very interesting not very important why would you want to spend time on it and of course as the world has moved to Facebook and Twitter and all those things they've said oh we can do that technically too sure we can put twitter- like things into Gmail we can put Facebook like things we have we have uh Orit um but I think the heart of the company isn't in it it's not what the company's about it's about information all the world's information Google really believes that the data is going to create incredible benefit for society the company firmly believes that it's going to find ways to use data to make our lives better to make our lives easier to make decisions more efficient they firmly believe that for instance with flu Trends they believe that in in tracking individual searches uh for looking for things like cough or or other medical conditions they are going to detect the flu they are going to be able to more effectively Target interventions and fewer people will die when Google launched its IPO Larry and Sergey personally wrote a letter explaining their aspiration for its future Google is not a conventional company they wrote We do not intend to become one Google's mission to collect all the world's information and make it accessible and useful and do it within 300 years has seen it move far beyond searching internet sites whether photographing streets or digitizing the world's books or turning our mobile devices into internet portals