An update from the Project 10^100 team

As part of our tenth birthday celebration, in September we <a href="http://googleblog.blogspot.com/2008/09/project-10100.html">announced</a> Project 10^100, a call for ideas to help as many people as possible, and a program to bring the best of those ideas to life. The response we received has wowed and humbled us. People sent in more than 150,000 ideas, with submissions in all of the 25 languages for which we had a submission form. Proving that there is strength in numbers, many people submitted similar ideas for tackling big problems.<br /><br />All of this reviewing and sorting has kept Googlers around the world quite busy. Because of the sheer number of ideas we received, we were unable to compile the list of finalists in time for our January 27 target and will have to push back that announcement to March 17 (St. Patrick's Day). We apologize for the delay and encourage you to return to the <a href="http://www.project10tothe100.com/">site</a> on that date to vote for your favorite ideas. Perhaps the luck of the Irish will be with you and yours, or a similar idea will be a finalist!<br /><br /><span style="font-weight: bold; font-style: italic;">Update</span> on 3/16: We will unfortunately have to delay announcing the top ideas for Project 10^100 for a while longer. We've never managed a project like this and it's taken more time than we ever imagined possible. We apologize for our over optimistic assumptions about how quickly we could analyze all the ideas that we've received, and thank everyone for their patience. We'll continue posting updates on Project 10^100 here.<br /><br /><span class="byline-author">Posted by Andy Berndt, Managing Director, Google Creative Lab</span>

An update from the Project 10^100 team

As part of our tenth birthday celebration, in September we announced Project 10^100, a call for ideas to help as many people as possible, and a program to bring the best of those ideas to life. The r…

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2001: A search odyssey

Now that we're a decade old, we figured we're long overdue for some spring cleaning. We started digging around our basement and found all kinds of junk: old <a title="fish food" href="http://www.google.com/tenthbirthday/#1999-fish-food" id="u745">Swedish fish</a>, <a title="pigeon poop" href="http://www.google.com/tenthbirthday/#2002-birdbrains" id="de4:">pigeon poop</a>, <a title="Klingon" href="http://www.google.com/tenthbirthday/#2002-tlhingan-majqa" id="l3o9">Klingon</a> translation books. Amazingly enough, hidden in a corner beneath Larry's and Sergey's original lab coats, we found a vintage search index in mint condition. We dusted it off and took it for a spin, gobsmacked to see how different the web was in early 2001. "<a title="ipod" href="http://www.google.com/search2001/search?q=ipod" id="crn5">iPod</a>" did not refer to a music player, "<a title="youtube" href="http://www.google.com/search2001/search?q=youtube" id="k5_z">youtube</a>" was nonsense, and if you were looking for "<a title="Michael Phelps" href="http://www.google.com/search2001/search?q=Michael+Phelps" id="qi2j">Michael Phelps</a>," chances are you meant the scientist, not the swimmer. "<a title="Wikipedia" href="http://www.google.com/search2001/search?q=Wikipedia" id="ijwy">Wikipedia</a>" was brand new. Remember "<a title="hanging chads" href="http://www.google.com/search2001/search?q=hanging+chads" id="gva0">hanging chads</a>"? (And speaking of that election-specific reference -- if you're a U.S. citizen, it's not too late: please <a title="register to vote" href="http://www.rockthevote.org/" id="jnhb">register to vote</a>.)<br /><br />We had so much fun searching that we wanted to put this old index online for everyone to play with. We thought it'd be even cooler if we could actually see the full versions of the old web pages, so we worked with the <a title="Internet Archive" href="http://www.archive.org/" id="tel9">Internet Archive</a> to link to their cache of these pages from 2001. Step into the time machine and try a <a title="2001 Google search" href="http://www.google.com/search2001.html" id="lf-3">2001 Google search</a>.<br /><br />For more information on this search, please read our <a title="FAQ" href="http://www.google.com/search2001faq.html" id="e9_x">FAQ</a>.<br /><br /><font class="byline-author">Posted by Shirin Oskooi, Product Manager</font>

2001: A search odyssey

Now that we're a decade old, we figured we're long overdue for some spring cleaning. We started digging around our basement and found all kinds of junk: old Swedish fish, pigeon poop, Klingon translat…

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Ten years and counting

The Google doodle tradition started a long time ago (in <a title="1999" href="http://www.google.com/holidaylogos99.html" id="fzjy">summer 1999</a>, in fact) when Larry and Sergey put a <a title="stick figure" href="http://www.google.com/tenthbirthday/#doodle-a-doodle-is-born" id="d_ee">stick figure</a> on the homepage to signify that they were out of the office at <a title="Burning Man" href="http://www.burningman.com/" id="ip7:">Burning Man</a>. Nothing against stick figures, but our logo designs have become rather more varied since then. Today you'll see a special design that commemorates our 10th birthday. We've incorporated a little bit of history by using the original Google logo from 1998. And since everyone keeps asking what we'd like for our birthday (besides cake and party hats) -- the first thing we thought of was a nice new server rack.<br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhTxkSBYcnkJjHLqpO4cTdBDQ-S-nDC3d-YJ9UUG0e8d2UsvitLdKAs0GLp_BipdZuZ94MaGh77PJuIjO7j0CdQ2IwkUJp4t8IZVTVTj2IvpELgHznxstdPUw9eXSKkTl72OwIaIh9qNEM/s1600-h/birthday10th_comp_020.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5250967521579133810" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhTxkSBYcnkJjHLqpO4cTdBDQ-S-nDC3d-YJ9UUG0e8d2UsvitLdKAs0GLp_BipdZuZ94MaGh77PJuIjO7j0CdQ2IwkUJp4t8IZVTVTj2IvpELgHznxstdPUw9eXSKkTl72OwIaIh9qNEM/s320/birthday10th_comp_020.jpg" style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer;" /></a><br /><br /><span style="font-style: italic;">Update:</span> Added image.<br /><br /><span class="byline-author">Posted by Marissa Mayer, VP Search Products & User Experience, and Dennis Hwang, Webmaster</span>

Ten years and counting

The Google doodle tradition started a long time ago (in summer 1999, in fact) when Larry and Sergey put a stick figure on the homepage to signify that they were out of the office at Burning Man. Nothi…

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The next Internet

<span style="font-style: italic;font-size:85%;" >The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />Historically, the Internet has been all about connectivity between computers and among people. The World Wide Web opened enormous opportunities and motivations for the injection of content into the Internet, and search engines, such as Google's, provided a way for people to find the right content for their interests. Of course, the Internet continues to develop: new devices will find their way onto the net and new ways to access it will evolve.<br /><br />In the next decade, around 70% of the human population will have fixed or mobile access to the Internet at increasingly high speeds, up to gigabits per second. We can reliably expect that mobile devices will become a major component of the Internet, as will appliances and sensors of all kinds. Many of the things on the Internet, whether mobile or fixed, will know where they are, both geographically and logically. As you enter a hotel room, your mobile will be told its precise location including room number. When you turn your laptop on, it will learn this information as well--either from the mobile or from the room itself. It will be normal for devices, when activated, to discover what other devices are in the neighborhood, so your mobile will discover that it has a high resolution display available in what was once called a television set. If you wish, your mobile will remember where you have been and will keep track of RFID-labeled objects such as your briefcase, car keys and glasses. "Where are my glasses?" you will ask. "You were last within RFID reach of them while in the living room," your mobile or laptop will say.<br /><br />The Internet will transform the video medium as well. From its largely programmed, scheduled and streamed delivery today, video will become an interactive medium in which the choice of content and advertising will be under consumer control. Product placement will become an opportunity for viewers to click on items of interest in the field of view to learn more about them including but not limited to commercial information. Hyperlinks will associate the racing scene in <i id="y48e">Star Wars I</i> with the chariot race in <i id="y48e0">Ben Hur</i>. Conventional videoconferencing will be augmented by remotely controlled robots with an ability to move around, focus cameras and microphones, and perhaps even directly interact with the local environment under user control.<br /><br />The Internet will also become more closely integrated with other parts of our daily lives, and it will change them accordingly. Power distribution grids, for example, will become a part of the Internet's information universe. We will be able to track and manage electrical power demand and our automobiles will participate in the generation as well as the consumption of electricity. By sharing information through the Internet about energy-consuming and energy-producing devices and systems, we will be able to make them more efficient.<br /><br />A box of washing machine soap will become part of a service as Internet-enabled washing machines are managed by Web-based services that can configure and activate your washing machine. Scientific measurements and experimental results will be blogged and automatically entered into common data archives to facilitate the distribution, sharing and reproduction of experimental results. One might even imagine that scientific instruments could generate their own data blogs.<br /><br />These are but a few examples of the way in which the Internet will continue to surround and serve us in the future. The flexibility we have seen in the Internet is a consequence of one simple observation: the Internet is essentially a software artifact. As we have learned in the past several decades, software is an endless frontier. There is no limit to what can be programmed. If we can imagine it, there's a good chance it can be programmed. The Internet of the future will be suffused with software, information, data archives, and populated with devices, appliances, and people who are interacting with and through this rich fabric.<br /><br />And Google will be there, helping to make sense of it all, helping to organize and make everything accessible and useful.<br /><br /><span class="byline-author">Posted by Vint Cerf, Chief Internet Evangelist</span>

The next Internet

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environ…

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Project 10^100

<span style="font-size:100%;">If you could suggest a unique idea that would help as many people as possible, what would it be?</span><br /><br />It's a question worth considering. Never in history have so many people had so much information, so many tools at their disposal, so many ways of making good ideas come to life. Yet at the same time so many people (in all walks of life) could use some help, in small ways and big. In the midst of this, new studies are reinforcing the timeless wisdom that beyond a basic level of material wealth, the only thing that seems to increase individual happiness is... helping other people. In other words, help helps everybody.<br /><br />But what would help, and what would be most helpful? We don't believe we have the answers, but we do believe the answers are out there. Maybe in a lab, or a company, or a university -- or maybe not. Maybe the answer that helps somebody is in your head, in something you've observed, some notion that you've been fiddling with, some small connection you've noticed, some old way of doing something that you've seen with new eyes.<br /><br />To mark our 10th birthday and celebrate the spirit of our users and the web, we're launching <a href="http://www.project10tothe100.com/">Project 10^100</a> (that's "ten to the hundredth") a call for ideas that could help as many people as possible, and a program to bring the best of those ideas to life. CNN will be covering this project, including profiles of ideas and the people who submit them from around the world. For a deeper look, follow along at <a href="http://www.cnn.com/SPECIALS/2007/impact/">Impact Your World</a>.<br /><br />Ideas are due by October 20, 2008. Get started <a href="http://www.project10tothe100.com/how_it_works.html">submitting</a> your own ideas, and come back on January 27th to vote on ideas from others. We hope you feel inspired enough to try. Good luck, and may the ones who help the most win.<br /><br /><span class="byline-author">Posted by Andy Berndt, Managing Director, Google Creative Lab</span>

Project 10^100

If you could suggest a unique idea that would help as many people as possible, what would it be?It's a question worth considering. Never in history have so many people had so much information, so many…

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Wiping out the next smallpox

<span style="font-style: italic;font-size:85%;" >The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />It took more than a village: it took the entire world -- people of all races, countries and religions -- to eradicate smallpox. The final naturally occurring cases of "Variola major" in Bangladesh in 1978 and "Variola minor" in Somalia in 1977 marked the end to a chain of suffering and early death dating back to the Biblical plagues, and to Pharoah Ramses, who died from the very same disease. Since then we have continued to face countless pandemics -- the Black Death, cholera, and now bird flu, SARS, HIV/AIDS and a new generation of zoonotic diseases -- diseases that, often because of changes in population or climate, jump from animals to humans. We can't be sure where the next smallpox will emerge, but we can be sure that it will take an effort larger than any single person or organization to defeat it.<br /><br />Today there are some real heroes working to check off two more diseases from the list. The <a id="jc72" href="http://www.polioeradication.org/" title="World Health Organization">World Health Organization</a> has led the charge against the highly infectious disease of polio. Along with UNICEF and dozens of NGOs, and millions of national and local health workers, members of <a id="dh2w" href="http://www.rotary.org/en/EndPolio/Pages/ridefault.aspx" title="Rotary International">Rotary International</a> and volunteers from moms to Mullahs have stepped up to the plate and contained polio so that hundreds, not millions, of kids are paralyzed annually, but we cannot consider the case closed until we erase the last case, in the last country. The <a id="dtrd" href="http://www.cartercenter.org/homepage.html" title="Carter Center">Carter Center</a> has also accomplished a tremendous feat by leading the effort to shrink the cases of Guinea worm to the tens of thousands from the millions. Just as it took 150,000 health workers -- the world's unsung heroes -- to make one billion house calls in India searching for hidden cases of smallpox, it will take collaboration on a global scale to track and eliminate the next pandemic.<br /><br />There is no Nobel Prize for "Preventing a Pandemic," and the hardest part about working in this field is imagining the unimaginable. What will be the next SARS, the next ebola, the next H5N1 bird flu? Epidemiologists try to "out think" the massive numbers of permutations and combinations that may give rise to the newest threat to our lives. Chances are a microbe capable of sweeping the globe will emerge in the next decade or two, and chances are it will cross to humans from an animal host (as did SARS, the Spanish flu, and HIV/AIDS). We need new ways to find these emerging threats earlier in the process, before thousands are infected and the epidemic spirals out of control.<br /><br />Google.org's <a title="Predict and Prevent" href="http://www.google.org/predict.html" id="pkfr">Predict and Prevent</a> initiative is working with partners to use digital, genomic and IT technology to identify "hot spots" of emerging threats and provide early warning before they become global crises. When you're fighting a pandemic, early detection and early response can be the difference between dozens and hundreds of millions infected. What better birthday present could we offer the world after our 20th year, than to say we joined hands with a global movement and helped prevent the next smallpox?<br /><br /><span class="byline-author">Posted by Dr. Larry Brilliant, Google.org</span>

Wiping out the next smallpox

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environ…

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Building a future that's clean and green

<span style="font-style: italic;font-size:85%;" >The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />At Grist.org they have a saying about climate change: "A frog in water doesn't feel it boil in time. Dude, we are that frog."<br /><br />It isn't very Googley to stand on the sidelines – whether the challenge involves search, apps, or clean energy. So we're working to be part of the solution. Specifically, we have embraced the challenge of developing a gigawatt of renewable electricity that is cheaper than electricity from coal – in years, not decades.(We call it RE<C. Not only is it a cool, nerdy name for the project, it breaks HTML pages everywhere.)<br /><br />In ten years, we envision a cleaner, greener world -- running on wind, solar, and steam - with clean cars plugged into a clean grid. But for that vision to become real, the technologies to power it will have to be economically competitive -- otherwise they won't scale. So we are focusing much of our effort on technology innovation to drive down the costs of key renewable technologies. We are fundamentally optimists -- we believe that when innovative people focus on the right problems, they can find solutions. And when renewable energy is cheaper than fossil-based alternatives, and when plug-in hybrids are as cheap as traditional cars, they will take off in the marketplace.<br /><br />Our company founders, Larry and Sergey, are engineers and when they encouraged our team to tackle this issue we knew they would prefer a technological approach. This summer, we welcomed at our Mountain View headquarters the first Google engineers dedicated exclusively to exploring the development of utility-scale clean energy at a price cheaper than coal.<br /><br />But we need a thousand groups of engineers focused on developing renewable energy - not just the team we're building at Google. That means we need government to set the right incentives and regulatory environment to foster clean energy innovation and R&D. Our team is also working to advance a policy agenda that stimulates clean energy projects.<br /><br />We're getting the word out about tax credits, government research funding, renewable portfolio standards, and the limitations of our current transmission grid. Our philanthropic arm is doing its part too. The climate team at Google.org is working to complement the work of our engineering team with grants and investments in clean energy projects. To date, we've invested over $45 million in breakthrough technologies like solar thermal, advanced wind, and enhanced geothermal systems.<br /><br />It will take the concerted efforts of many -- but dude, we don't need to be that frog.<br /><br /><span class="byline-author">Posted by Bill Weihl, Green Energy Czar</span>

Building a future that's clean and green

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environ…

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The democratization of data

<span style="font-style: italic;font-size:85%;" >The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />Information technology has enabled the "democratization of data:" information that once was available to only a select few is now available to everyone. This is particularly true for small businesses.<br /><br />Fifteen years ago, only the big retailers could afford intelligent cash registers that tracked inventory and produced detailed daily reports. Nowadays cash registers are just PCs with a different user interface, and the smallest mom and pop retailer can track sales and inventory on a daily basis.<br /><br />A decade ago, only the big multinational corporations could afford systems to allow for international calling, videoconferencing, and document sharing. Now startups with a handful of people can use voice over IP, video, wikis and Google Docs to share information. These technological advances have led to the rise of "micro multinationals" which can leverage creativity and talent across the globe. Even tiny companies can now have a worldwide reach.<br /><br />These changes will have a profound effect on the global economy. According to the <a title="US Small Business Administration" href="http://www.sba.gov/advo/stats/sbfaq.pdf" id="eocb">U.S. Small Business Administration</a>, "small businesses represent 99.7 percent of all firms, they create more than half of the private nonfarm gross domestic product, and they create 60 to 80 percent of the net new jobs." Information technology has already had a huge effect on the productivity of large businesses, but the benefits from "trickle down productivity" may be even more significant.<br /><br />We think that Google can play a significant role in helping small businesses utilize the power of information technology. Our <a title="search technology" href="http://www.google.com/" id="zz5z1">search technology</a> provides answers to questions that only companies with large research libraries could answer decades ago. Our advertising programs allow small business to sell their wares to consumers around the world, as well as providing revenue opportunities for small publishers. <a title="Google docs" href="http://docs.google.com/" id="zz5z5">Google Docs</a> provides productivity tools for remote collaboration.<br /><br />Google also provides data for business intelligence that only large companies were able to afford a few years ago. For example, <a title="Google Trends" href="http://www.google.com/insights/search" id="ygzm">Google Trends</a> can help businesses track the popularity of specific queries, enabling them to identify new business opportunities. <a title="Website Optimzer" href="http://www.google.com/websiteoptimizer" id="rgqc">Website Optimizer</a> allows businesses to test different versions of a website to see which one works best. Rather than waiting a month for a sales report, businesses can instantly learn of spikes in traffic to their website using <a title="Trends for Websites" href="http://trends.google.com/websites" id="o5ab">Trends for Websites</a>. All these services are available for free, allowing even the smallest businesses to make use of these tools.<br /><br />Technology available to large firms has traditionally trickled down to smaller enterprises, making it relatively easy to forecast the sorts of capabilities will become available to small businesses in the future. We just have to ask: what can big companies do now that small companies can't currently afford?<br /><ul id="aa60"><li id="aa600">Today, only the largest companies can afford to hire consultants and experts. In the future, even small companies will be able to purchase on-demand expertise and other services via the Internet.</li><li id="lv39">Today, marketing intelligence are costly reports describing data many months or years old. In the future, small businesses will have access to real-time data on market conditions.<br /></li><li id="aa601">Today, only the largest companies can run expensive experiments with their advertising campaigns. In the future, even small business will be able to run carefully controlled marketing experiments that will enable them to better reach their potential customers.</li><li id="aa602">Today, only large companies can sell products in many countries. Tomorrow, businesses of any size can use online services and outsourced logistics to buy and sell in every corner of the globe.</li></ul>Google will be a part of this global economy, helping both large and small companies to grow their markets and manage their information. Exciting times are ahead!<br /><br /><span class="byline-author">Posted by Hal Varian, Chief Economist</span>

The democratization of data

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environ…

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The future of mobile

<span style="font-style: italic;font-size:85%;" >The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors<br /></span><br />There are currently about 3.2 billion mobile subscribers in the world, and that number is expected to grow by at least a billion in the next few years. Today, mobile phones are more prevalent than cars (about 800 million registered vehicles in the world) and credit cards (only 1.4 billion of those). While it took 100 years for landline phones to spread to more than 80% of the countries in the world, their wireless descendants did it in 16. And fewer teens are wearing watches now because they use their phones to tell time instead (somewhere <a href="http://en.wikipedia.org/wiki/Chester_Gould">Chester Gould</a> is wondering how he got it backwards). So it's safe to say that the mobile phone may be the most prolific consumer product ever invented.<br /><br />However, have you ever considered just exactly how powerful these ubiquitous devices are? The phone that you have in your pocket, pack, or handbag is probably ten times more powerful than the PC you had on your desk only 8 or 9 years ago (assuming you even had a PC; most mobile users never have). It has a range of sensors that would do a martian lander proud: a clock, power sensor (how low is that battery?), thermometer (because batteries charge poorly at low temperatures), and light meter (to determine screen backlighting) on the more basic phones; a location sensor, accelerometer (detects vector and velocity of motion), and maybe even a compass on more advanced ones. And most importantly, it is by its very nature always connected.<br /><br />Project out these trends another ten years. You will be carrying with you, 24x7 (a recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones), a very powerful, always connected, sensor-rich device. And the cool thing is, so will everyone else. So what are you going to do with it that you aren't doing now? Here are some possibilities:<br /><br /><span style="font-weight: bold;">Smart alerts: </span> Your phone will be smart about your situation and alert you when something needs your attention. This is already happening today -- eBay can text you when you've been outbid, and alert services (such as Google News) can deliver news, sports, or stock updates to you. In the future these applications will get smarter, patiently monitoring your personalized preferences (which will be stored in the network cloud) and delivering only the information you desire. One very useful scenario: your phone knows that you are heading downtown for dinner, and alerts you of transit conditions or the best places to park.<br /><br /><span style="font-weight: bold;">Augmented reality:</span> Your phone uses its arsenal of sensors to understand your situation and provide you information that might be useful. For example, do you really want to know how much is that doggy in the window? Your phone, with its GPS and compass, knows what you are looking at, so it can tell you before you even ask. Plus, what breed it is and the best way to train him.<br /><br /><span style="font-weight: bold;">Crowd sourcing goes mainstream:</span> Your phone is your omnipresent microphone to the world, a way to publish pictures, emails, texts, Twitters, and blog entries. When everyone else is doing the same, you have a world where people from every corner of the planet are covering their experiences in real-time. That massive amount of content gets archived, sorted, and re-deployed to other people in new and interesting ways. Ask the web for the most interesting sites in your vicinity, and your phone shows you reviews and pictures that people have uploaded of nearby attractions. Like what you see? It will send you directions on how to get there.<br /><br /><span style="font-weight: bold;">Sensors everywhere: </span>Your phone knows a lot about the world around you. If you take that intelligence and combine it in the cloud with that of every other phone, we have an incredible snapshot of what is going on in the world right now. Weather updates can be based on not hundreds of sensors, but hundreds of millions. Traffic reports can be based not on helicopters and road sensors, but on the density, speed, and direction of the phones (and people) stuck in the traffic jams.<br /><br /><span style="font-weight: bold;">Tool for development: </span>Your phone may be more than just a convenience, it may be your livelihood. Already, this is true for people in many parts of the world: in southern India, fishermen use text messaging to find the best markets for their daily catch, in South Africa, sugar farmers can receive text messages advising them on how much to irrigate their crops, and throughout sub-Saharan Africa entrepreneurs with mobile phones become phone operators, bringing communications to their villages. These innovations will only increase in the future, as mobile phones become the linchpin for greater economic development.<br /><br /><span style="font-weight: bold;">The future-proof device: </span>Your phone will open up, as the Internet already has, so it will be easy for developers to create or improve applications and content. The ones that you care about get automatically installed on your phone. Let's say you have a piece of software on your phone to improve power management (and therefore battery life). Let's say a developer makes an improvement to the software. The update gets automatically installed on your phone, without you lifting a finger. Your phone actually gets better over time.<br /><br /><span style="border-collapse: collapse;"><div style="margin-top: 0px; margin-bottom: 0px;"><b>Safer software through trust and verification: </b> Your phone will provide tools and information to empower you to decide what to download, what to see, and what to share. Trust is the most important currency in the always connected world, and your phone will help you stay<span style="border-collapse: separate;"> in control of your information. You may choose to share nothing at all (the default mode), or just share certain things with certain people -- your circle of trusted friends and family. You'll make these decisions based on information you get from the service and software providers, and the collective ratings of the community as well. Your phone is like your trusted valet: it knows a lot about you, and won't disclose an iota of it without your OK.</span></div></span><br />Now, if we can just train it to do your laundry ...<br /><br /><span class="byline-author">Posted by Andy Rubin, Engineering Director<br /></span>

The future of mobile

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environ…

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The intelligent cloud

<span style="font-style: italic;font-size:85%;" >The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />In coming years, computer processing, storage, and networking capabilities will continue up the steeply exponential curve they have followed for the past few decades. By 2019, parallel-processing computer clusters will be 50 to 100 times more powerful in most respects. Computer programs, more of them web-based, will evolve to take advantage of this newfound power, and Internet usage will also grow: more people online, doing more things, using more advanced and responsive applications. By any metric, the "cloud" of computational resources and online data and content will grow very rapidly for a long time.<br /><br />As we're already seeing, people will interact with the cloud using a plethora of devices: PCs, mobile phones and PDAs, and games. But we'll also see a rush of new devices customized to particular applications, and more environmental sensors and actuators, all sending and receiving data via the cloud. The increasing number and diversity of interactions will not only direct more information to the cloud, they will also provide valuable information on how people and systems think and react.<br /><br />Thus, computer systems will have greater opportunity to learn from the collective behavior of billions of humans. They will get smarter, gleaning relationships between objects, nuances, intentions, meanings, and other deep conceptual information. Today's Google search uses an early form of this approach, but in the future many more systems will be able to benefit from it.<br /><br />What does this mean to Google? For starters, even better search. We could train our systems to discern not only the characters or place names in a YouTube video or a book, for example, but also to recognize the plot or the symbolism. The potential result would be a kind of conceptual search: "Find me a story with an exciting chase scene and a happy ending." As systems are allowed to learn from interactions at an individual level, they can provide results customized to an individual's situational needs: where they are located, what time of day it is, what they are doing. And translation and multi-modal systems will also be feasible, so people speaking one language can seamlessly interact with people and information in other languages.<br /><br />The impact of such systems will go well beyond Google. Researchers across medical and scientific fields can access massive data sets and run analysis and pattern detection algorithms that aren't possible today. The proposed <a id="jvpk" href="http://www.lsst.org/lsst_home.shtml" title="Large Synoptic Survey Telescope">Large Synoptic Survey Telescope</a> (LSST), for example, may generate over 15 terabytes of new data per day! Virtually any research field will benefit from systems with the ability to gather, manipulate, and learn from datasets at that scale.<br /><br />Traditionally, systems that solve complicated problems and queries have been called "intelligent", but compared to earlier approaches in the field of 'artificial intelligence', the path that we foresee has important new elements. First of all, this system will operate on an enormous scale with an unprecedented computational power of millions of computers. It will be used by billions of people and learn from an aggregate of potentially trillions of meaningful interactions per day. It will be engineered iteratively, based on a feedback loop of quick changes, evaluation, and adjustments. And it will be built based on the needs of solving and improving concrete and useful tasks such as finding information, answering questions, performing spoken dialogue, translating text and speech, understanding images and videos, and other tasks as yet undefined. When combined with the creativity, knowledge, and drive inherent in people, this "intelligent cloud" will generate many surprising and significant benefits to mankind.<br /><br /><span class="byline-author">Posted by Alfred Spector, VP Engineering, and Franz Och, Research Scientist</span>

The intelligent cloud

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environ…

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The future of online video

<span style="font-style: italic;font-size:85%;" > The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors<br /><br /><br /></span>Ten years ago the world of online video was little more than an idea. It was used mostly by professionals like doctors or lawyers in limited and closed settings. Connections were slow, bandwidth was limited, and video gear was expensive and bulky. There were many false starts and outlandish promises over the years about the emergence of online video. It was really the dynamic growth of the Internet (in terms of adoption, speed and ubiquity) that helped to spur the idea that online video - millions of people around the world shooting it, uploading it, viewing it via broadband - was even possible.<br /><br />Today, there are thousands of different video sites and services. In fact it's getting to be unusual not to find a video component on a news, entertainment or information website. And in less than three years, YouTube has united hundreds of millions of people who create, share, and watch video online. What used to be a gap between "professional" entertainment companies and home movie buffs has disappeared. Everyone from major broadcasters and networks to vloggers and grandmas are taking to video to capture events, memories, stories, and much more in real time.<br /><br />Today, 13 hours of video are uploaded to YouTube every minute, and we believe the volume will continue to grow exponentially. Our goal is to allow every person on the planet to participate by making the upload process as simple as placing a phone call. This new video content will be available on any screen - in your living room, or on your device in your pocket. YouTube and other sites will bring together all the diverse media which matters to you, from videos of family and friends to news, music, sports, cooking and much, much more.<br /><br />In ten years, we believe that online video broadcasting will be the most ubiquitous and accessible form of communication. The tools for video recording will continue to become smaller and more affordable. Personal media devices will be universal and interconnected. Even more people will have the opportunity to record and share even more video with a small group of friends or everyone around the world.<br /><br />Over the next decade, people will be at the center of their video and media experience. More and more consumers will become creators. We will continue to help give people unlimited options and access to information, and the world will be a smaller place.<br /><br /><span class="byline-author">Posted by Chad Hurley, CEO and Co-Founder, YouTube</span>

The future of online video

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the en…

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The social web: All about the small stuff

<span style="font-style: italic;font-size:85%;" > The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting <a href="http://googleblog.blogspot.com/search/label/Google%20at%2010">their responses</a>. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />What makes two friends feel "close" to one another? I'd argue that a big part of it is the small details that you know about each other. The funny comment your friend made about a billboard they saw while driving down the road, what they had for dinner, a person they ran into on the street, their comments about the movie they saw two nights before. Closeness often comes from knowing the small things, not just the big things. Distance makes knowing those small things harder. When you live together, either with your family or your friends, knowing the small things is easy. They get conveyed when passing in the hall, sitting down to a meal or just hanging out. It's effortless.<br /><br />When you live apart, things change. Suddenly it takes effort. It used to take a <i>lot </i>more effort when writing a letter was the primary way to communicate over distance as opposed to email or IM or telephone. But, even with our current technology, it still takes work. As a result, we share less with our friends. And when we do share, we tend to share the big stuff (big shifts at work, major family events like birthdays or school milestones) and leave the small stuff behind. We start to feel less connected because we don't know the details.<br /><br />The promise of the social web is about making it easy to share the small stuff -- to make it effortless and rebuild that feeling of connectedness that comes from knowing the details. My wife recently sent out a public Picasa Web Album of baby photos to ten of her friends. Four of them wrote back saying "I didn't know Joe got a new car?!" (her friends browsed through my other public photo albums). While she would never hesitate to share the big event (new baby), she never would have shared the small detail of me getting a new car. This kind of thing is repeated again and again. The small details are left out. A weekend with Grandma and Grandpa? Thinking about selling my house? Are these things all "worth" sharing? Maybe. Sometimes. For some people.<br /><br />Fortunately, as the web becomes more social, I won't have to spend as much energy thinking about what's "interesting enough" to share with a certain group. The people who care about me and that I allow will increasingly be able to tune in to the parts of my life that interest them.<br /><br />It will be great when the instant I think of something to tell my friends, or something I need from my friends, they're available to me in some way. Remember when Google embedded IM into Gmail, and you could suddenly see -- without changing applications -- that the friend you were about to email was online and easily reachable right at that second? That little green bubble of presence right in front of our eyes brought a little extra ping of closeness that email hadn't had until then. That was in 2006, at the start of the AJAX-powered wave of dynamic web apps. Now, many sites and services are adding even more sophisticated plumbing (like profiles and friends and presence and comments) that brings the immediacy of social interaction to more and more places on the web. Reaching your friends can be really active, as IM is today, or it can be passive, like changing your status message.<br /><br />In the coming decade, the web will become as effortlessly social as chatting with your family or roommates at home is today. Social features will be embedded and around and through all variety of spaces and places on the web. Sometimes you'll go to a place because you want to see your friends, and sometimes the place you're in will get better because you can bring your friends there. It will make it easier to strike up new relationships, new communities, new expressions of what your life is about. The web will connect people to the small moments that in many ways matter most.<br /><br />We're just now starting to navigate all the intersections between sociology and engineering on the web. We -- meaning Google and many others in the web community -- are in the midst of a burst of energy around all things social that is teaching us more every day about what people want to do with their friends and where. How does iGoogle or Gmail get more powerful when you've got your friends present in some new way? What is possible on mobile devices when you can put better data about you and your friends in your pocket? What are the big plumbing problems -- like contact portability, or standards for user authentication and authorization -- that need to be solved for the whole web because no one site can do it on its own?<br /><br />Google is chipping in on all of these fronts, listening closely to our users to make our existing products more social in useful ways, and by working with the web community on software projects like <a title="OpenSocial" href="http://www.opensocial.org/" id="jrpp">OpenSocial</a> and <a title="OAuth" href="http://code.google.com/p/oauth/" id="yqhz">OAuth</a> to address some of the big infrastructure challenges that are best solved in the open, with the perspective of many developers and website owners represented. Fast forward ten years, and you'll feel even more at home on the web than you do today - because it will be a pretty good reflection of you.<br /><br /><span class="byline-author">Posted by Joe Kraus, Director of Product Management</span>

The social web: All about the small stuff

The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the en…

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Ad perfect

<div style="text-align: left;"><span style="font-style: italic;font-size:85%;" > The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next ten years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? We asked ten of our top experts this very question, and during September (our 10th anniversary month) we are presenting their responses. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors</span><br /><br />Google's advertising business was founded on the core principle that advertising should deliver the right information to the right person at the right time. This is very similar to our mission in search, and, like our colleagues in search, those of us on the ads team are constantly striving to achieve better results. We have hundreds of thousands of advertisers who collectively have millions of products and services, and out of that vast amount of information our goal is always to show people the best ads, the ones that are the most relevant, timely, and useful (and, from the advertiser perspective, measurable). Achieving this ideal has been difficult since the early days of ads, but now, with the Internet, it is within reach.<br /><br />What does it take to do this? We need to understand exactly what people are looking for, then give them exactly the information they want. Timing is an important component. For example, when a person is looking for a specific item (like those table lamps I got a couple of weeks ago), the best ads will give more specific information, like where to buy the item online and locally, along with other relevant information such as style, size, availability, and pricing. Regardless of the timing, the best ads might include images, videos, or other formats about products and services to provide the most relevant information to people to make their purchasing decision.<br /><br />In other cases, ads can help you learn about something you didn’t know you wanted. For instance, a few weeks ago I was researching roller coasters for my son when I saw a great text ad for software that actually lets you design your own roller coaster! It turned out to be the perfect gift (and I now have a budding roller coaster engineer in my house). So in this case, I was doing some basic research, and the ad helped me discover something I didn't know existed.<br /><br />As we look forward, one way to make ads better would be to customize them based on factors like a person's location or preferences. If you're in a particular neighborhood using your mobile phone to look for a specific type of restaurant or shop, ads from local vendors are likely to be very useful to you.<br /><br />Finally, it is very important that anyone be able to advertise. People benefit when they see ads from any type of business or organization regardless of its size or geography. The right product for a user might be from a company they had previously never heard of, so it needs to be very easy and quick for anyone to create good ads, to show them only to people for whom they are useful, and to measure how effective they are.<br /><br />In <a href="http://googleblog.blogspot.com/2008/09/future-of-search.html" id="wy.e" title="Marissa's post">Marissa's post</a> on Wednesday, she talked about how the science of search is still in its infancy, and how we still have many breakthroughs before us. The same applies to advertising. In coming years, as people find new ways to use the Internet and new devices with which to access it, we have the opportunity to get even smarter about the ads we show. As always, we will use the best and most innovative technologies available so we serve relevant ads for you. We will do so in a way that safeguards user privacy by honoring our commitment to transparency and choice. And most importantly, we will continue to live by the philosophy that has guided our work from the outset: getting the right ad to the right person at the right time matters.<br /><br /><span class="byline-author">Posted by Susan Wojcicki, VP, Product Management</span></div>

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The Internet has had an enormous impact on people's lives around the world in the ten years since Google's founding. It has changed politics, entertainment, culture, business, health care, the en…

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The future of search

<span style="font-style: italic;font-size:85%;" ><blockquote>The Internet has had an enormous impact on people's lives around the world in the 10 years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environment and just about every other topic you can think of. Which got us to thinking, what's going to happen in the next 10 years? How will this phenomenal technology evolve, how will we adapt, and (more importantly) how will it adapt to us? <span style="font-style: italic;font-size:85%;" >We asked ten of our top experts this very question, and during September (our 10th anniversary month) </span>we are presenting their responses. As computer scientist Alan Kay has famously observed, the best way to predict the future is to invent it, so we will be doing our best to make good on our experts' words every day. - Karen Wickre and Alan Eagle, series editors.</blockquote></span>I am a search addict. I’m naturally inquisitive – I’ve always liked finding things out. Plus, I’ve worked at Google on search for the past 9 years and 3 months. Of course I search - a lot. Yet I would guess that on any given day, I only do about 20% of the searches that I could. This past Saturday, I kept track of the things that came up in conversation that I wanted to search for right then but couldn’t:<br /><br />Are "fab," "goy" and "eely" words? (There was a Scrabble game going on.) What time does J.C. Penney open on Saturday? Which school has a team called the Banana Slugs? What is the team mascot for San Jose State? How much power does that hydroelectric dam generate? What do you call a group of turkeys? What time does <span style="font-style: italic;">Tropic Thunder</span> show? What’s the name of that great Irish flute player, first name James? What’s the name of the largest city in Russia after Moscow and St. Petersburg? Which is older, a redwood or a cypress? What’s the oldest living thing and how old is it? Who sings “Queen of Hearts”? What kind of bird is that flying over there? Is the "LF" in San Francisco on Union Square or Union Street? What are the dance steps to the Charleston? What day of the week was <span style="font-style: italic;">The Lawrence Welk Show</span> on? What are the lyrics to “In the Mood”? How does Coumadin differ from aspirin in its blood thinning effects? What was the story behind the naming of the number "googol"?<br /><br />And those are just the ones that I remember. Looking at this list, two things are very clear: (1) I could do <b>a lot more</b> searches and (2) search still has a lot of opportunity for innovation, change, and progress. There are lots of ways that search will need to evolve in order to easily meet user needs. Let’s look at some of my unanswered questions from Saturday and consider how search might change over the next 10 years.<br /><br /><span style="font-weight: bold;font-size:130%;" >Modes</span><span style="font-size:100%;"><br />First, why couldn’t I do these searches right then, when I needed to? Because search still isn’t accessible enough or easy enough. Search needs to be more mobile – it should be available and easy to use in cell phones and in cars and on handheld, wearable devices that we don’t even have yet. For example, when the topic of the oldest living thing came up during a boat ride, everyone in the conversation was curious about it, but no one wanted to break out an awkward, slow device to do a search. It would be much nicer if we had a device with great connectivity that could do searches without interruption. One far-fetched idea: how about a wearable device that does searches in the background based on the words it picks up from conversations, and then flashes relevant facts?<br /><br />This notion brings up yet another way that “modes” of search will change – voice and natural language search. You should be able to talk to a search engine in your voice. You should also be able to ask questions verbally or by typing them in as natural language expressions. You shouldn’t have to break everything down into keywords.<br /><br />Further, why should a search be words at all? Why can’t I enter my query as a picture of the birds overhead and have the search engine identify what kind of bird it is? Why can’t I capture a snippet of audio and have the search engine identify and analyze it (a song or a stream of conversation) and tell me any relevant information about it? Services that do parts of that are available today, but not in an easy-to-use, integrated way.<br /><br />In the next 10 years, we will see radical advances in modes of search: mobile devices offering us easier search, Internet capabilities deployed in more devices, and different ways of entering and expressing your queries by voice, natural language, picture, or song, just to name a few. It’s clear that while keyword-based searching is incredibly powerful, it’s also incredibly limiting. These new modes will be one of the most sweeping changes in search.<br /><br /><span style="font-size:100%;"><span style="font-size:130%;"><b>Media</b></span><br />Then there’s the media aspect. The 10 blue links offered as results for Internet search can be amazing and even life-changing, but when you are trying to remember the steps to the Charleston, a textual web page isn’t going to be nearly as helpful as a video. The media of the results matters.<br /><br /><a title="Universal search" href="http://googleblog.blogspot.com/2007/05/behind-scenes-with-universal-search.html" id="py-o">Universal search</a>, which we released last May, was an important first step that included images, videos, news, books, and maps/local information in our main Google search results. Yet our presentation is still very linear (the results are just a list) and even (no one result is more important or larger than the next). What if the results page began to transform radically to really harness these different types of results into something that felt much more like an answer rather than just 10 independent guesses? What if results pages pulled the best media together and laid it out such that the most useful content was not only first but largest? What if we laid out content in columns to use more of the width available on newer, wider screens?<br /><br />We’ve barely scratched the surface with universal search, but it’s an important first step to exploring the full range of what we can do with rich media. For the past year, our goal has been to take advantage of these new types of results and evolve the interface design and user experience in response. You’ll see the fruits of this experimentation in the coming months, but even these changes are just the beginning. The face of search will change dramatically over the next 10 years. Maybe it should contain even more videos and images, maybe it should sharply differentiate the relative weight and accuracy of the results more, maybe it should be more interactive in terms of refinements? We’re not sure yet, but we do know that the one thing that the search experience can’t be - especially in the face of the online media explosion we’re currently experiencing - is stagnant.<br /><br /><span style="font-size:130%;"><span style="font-weight: bold;">Personalization</span></span><br /></span></span><span style="font-size:100%;"><span style="font-size:100%;">Search engines 10 years from now will be a lot better than the ones we have now. We know this because Google itself gets a little better each day. We’re constantly writing and revising new notions of search relevance, and we release improvements almost daily. Those improvements add up for us and for other search engines, so it follows that search engines 10 years from now will be markedly better. Therefore, the real question is not <i>will </i>search be better, but rather<i> how</i> will it be better?</span><br /><br />One answer is clear: search engines of the future will be better in part because they will understand more about you, the individual user. Of course, you will be in control of your personal information, and whatever personal information the search engine uses will be with your permission and will be transparent to you. But even with the most rudimentary user information, search engines can and will provide drastically better search results. Maybe the search engines of the future will know where you are located, maybe they will know what you know already or what you learned earlier today, or maybe they will fully understand your preferences because you have chosen to share that information with us. We aren't sure which personal signals will be most valuable, but we're investing in research and experimentation on personalized search now because we think this will be very important later.<br /><br /><span style="font-size:100%;"><span style="font-style: italic;font-size:100%;" ><span style="font-weight: bold;">Location </span></span><br />Your location is one potentially useful facet of personalized information. Looking at my questions, the answers to a number of them (What time does J.C. Penney open? How much power does that hydroelectric dam generate? What time does <i>Tropic Thunder</i> play?) require the search engine to know that I was in Yankton, South Dakota and Crofton, Nebraska when I asked. Since location is relevant to a lot of searches, incorporating user location and context will be pivotal in increasing the relevance and ease of search in the future.<br /><br /><span style="font-weight: bold; font-style: italic;font-size:100%;" >Social</span><br />Another element of personalization is social context. Who am I friends with, and how do I relate to them? How can I harness their knowledge more efficiently? For example, I have a friend who works at a store called LF in Los Angeles (hence, the question about LF in San Francisco). By itself, “LF” is a very ambiguous acronym. According to the first page of search results on Google, it could refer to my friend’s trendy fashion store, but it could also refer to Leapfrog Enterprises, low frequency, Lebhar-Friedman, Li & Fung Investment Group, LF Driscoll Construction Management, large format, or a future concept car design from Lexus. Today, the person typing “LF” has to figure out which is the right result – to “disambiguate” the ambiguous term – but this is something that the search engine needs to get better at. Perhaps we’ll understand the semantics of the question about where LF in San Francisco is, and infer that LF is a store. Or maybe, search could analyze my social graph and realize that one of my friends works at LF, that I saw that friend this weekend, and that in that context “LF” refers to her place of employment. Algorithmic analysis of the user’s social graph to further refine a query or disambiguate it could prove very useful in the future.<br /><br />In addition, there are searches where actually asking a friend helps. I was having a hard time finding out the answer to the question about aspirin versus Coumadin because I was spelling it ‘cumitin’ and Google wasn’t correcting me. A quick email to a doctor friend, and I was back on the right track - equipped with the right spelling and his explanation of the difference, so I could search and learn even more about how these two drugs are used to thin blood. There’s a lot of expertise, knowledge, and context in users’ social graphs, so putting tools in place to make “friend-augmented" search easy could make search more efficient and more relevant.<br /><br /><span style="font-weight: bold;font-size:130%;" >Language</span><br />The above examples show how modes, media, and various forms of personalization have the potential to vastly improve search – but what about language? We know there are cases where an answer exists on the web, but not in a language you read. This is why Google is investing in machine translation. We want to be able to unlock the power of web search for anyone speaking any language. The basic concept is – if the answer exists online anywhere in any language, we’ll go get it for you, translate it and bring it back in your native tongue. This is an incredibly empowering idea that could really change the way that users experience the web and communicate with each other, particularly in languages where not a lot of native content is available. You can see our early explorations in this space here, by visiting our <a title="cross-language information retrieval tool" href="http://translate.google.com/translate_s" id="ki0d">cross-language information retrieval tool</a>.<br /><br /><span style="font-weight: bold;font-size:130%;" >Conclusion </span><br />We’re all familiar with 80-20 problems, where the last 20% of the solution is 80% of the work. Search is a 90-10 problem. Today, we have a 90% solution: I could answer all of my unanswered Saturday questions, not ideally or easily, but I could get it done with today’s search tool. (If you’re curious, the answers are below.) However, that remaining 10% of the problem really represents 90% (in fact, more than 90%) of the work. Coming up with elegant, fitting and relevant solutions to meet the challenges of mobility, modes, media, personalization, location, socialization, and language will take decades. Search is a science that will develop and advance over hundreds of years. Think of it like biology and physics in the 1500s or 1600s: it’s a new science where we make big and exciting breakthroughs all the time. However, it could be a hundred years or more before we have microscopes and an understanding of the proverbial molecules and atoms of search. Just like biology and physics several hundred years ago, the biggest advances are yet to come. That’s what makes the field of Internet search so exciting.<br /><br />So what's our straightforward definition of the ideal search engine? Your best friend with instant access to all the world’s facts and a photographic memory of everything you’ve seen and know. That search engine could tailor answers to you based on your preferences, your existing knowledge and the best available information; it could ask for clarification and present the answers in whatever setting or media worked best. That ideal search engine could have easily and elegantly quenched my withdrawal and fueled my addiction on Saturday. I’m very proud that Google in its first 10 years has changed expectations around information and how quickly and easily it should be able to be retrieved. But I’m even more excited about what Google search can achieve in the future.<br /><br />And here, in order, are the answers to my Saturday questions.<br /><br />Are fab, goy, and eely words? Yes, yes, and yes, according to Merriam-Webster:<br />Search: [fab site:m-w.com ]<br />Result: <a href="http://dev.m-w.com/dictionary/fab">http://dev.m-w.com/dictionary/fab</a><br />Search: [goy site:m-w.com]<br />Result: </span></span><span style="font-size:100%;"><span style="font-size:100%;"><a href="http://dev.m-w.com/dictionary/goy">http://dev.m-w.com/dictionary/goy</a></span></span><br /><span style="font-size:100%;"><span style="font-size:100%;">Search:[eely site:m-w.com ]<br />Result: <a href="http://dev.m-w.com/dictionary/eely">http://dev.m-w.com/dictionary/eely</a><br /><br />What time does J.C. Penney open on Saturday? 10 a.m.<br />Search: [jc penney yankton ]<br />Hours on results page: <a href="http://www.google.com/search?q=jcpenney+yankton">http://www.google.com/search?q=jcpenney+yankton</a><br /><br />Which school has a team called the Banana Slugs? University of California, Santa Cruz<br />Search: [banana slugs]<br />Result: <a href="http://en.wikipedia.org/wiki/University_of_California,_Santa_Cruz">http://en.wikipedia.org/wiki/University_of_California,_Santa_Cruz</a><br /><br />What is the team mascot for San Jose State? The San Jose State Spartans<br />Search: [san jose state mascot]<br />On results page: <a href="http://www.google.com/search?q=san+jose+state+mascot">http://www.google.com/search?q=san+jose+state+mascot</a><br /><br />How much power does that hydroelectric dam generate? $35M of electricity annually<br />Search: [hydroelectric dam crofton yankton]<br />Search: [gavins point dam]<br />Result: <a href="https://www.nwo.usace.army.mil/html/Lake_Proj/gavinspoint/welcome.html">https://www.nwo.usace.army.mil/html/Lake_Proj/gavinspoint/welcome.html</a><br /><br />What do you call a group of turkeys? A rafter of turkeys<br />Search: [group of turkeys]<br />On results page: <a href="http://www.google.com/search?q=group+of+turkeys">http://www.google.com/search?q=group+of+turkeys</a><br /><br />What time does <i>Tropic Thunder</i> show? 7 p.m.<br />Search: [movies yankton mall]<br />Result: <a href="http://www.moviefone.com/theater/carmike-cinemas-yankton-mall-5/9346/showtimes">http://www.moviefone.com/theater/carmike-cinemas-yankton-mall-5/9346/showtimes</a><br /><br />What’s the name of that great Irish flute player, first name James? James Galway<br />Search: [irish flute player james]<br />On results page: <a href="http://www.google.com/search?q=irish+flute+player+james">http://www.google.com/search?q=irish+flute+player+james</a><br /><br />What’s the name of the largest city in Russia after Moscow and St. Petersburg? </span></span>Novosibirsk<br /><span style="font-size:100%;"><span style="font-size:100%;">Search: [largest Russian cities]<br />Result: <a href="http://en.wikipedia.org/wiki/List_of_cities_and_towns_in_Russia_by_population">http://en.wikipedia.org/wiki/List_of_cities_and_towns_in_Russia_by_population</a><br /><br />What’s older, a redwood or a cypress? Cypresses (4500 years old is oldest known) are older than redwoods (2200 years old is oldest known)<br />Search: [cypress tree age]<br />Result: <a href="http://www.payvand.com/news/08/apr/1253.html">http://www.payvand.com/news/08/apr/1253.html</a><br />Search: [redwood tree age]<br />Result: <a href="http://www.sempervirens.org/sequoiasemp.htm">http://www.sempervirens.org/sequoiasemp.htm</a><br /><br />What’s the oldest living thing and how old is it? The bristlecone pine, living for 5,000-11,000 years<br />Search: [oldest living thing]<br />Result: <a href="http://waynesword.palomar.edu/ww0601.htm">http://waynesword.palomar.edu/ww0601.htm</a><br /><a href="http://hubpages.com/hub/Oldest_living_thing">http://hubpages.com/hub/Oldest_living_thing</a><br /><br />Who sings “Queen of Hearts”? Juice Newton<br />Search: ["queen of hearts" song]<br />On results page: <a href="http://www.google.com/search?%20=%22queen+of+hearts%22+song">http://www.google.com/search? =%22queen+of+hearts%22+song</a><br /><br />What kind of bird is that flying over there? A turkey vulture<br />Search: [turkey vulture flying] on Google image search<br />Pictures that match on results page: <a href="http://images.google.com/images?q=turkey%20vulture%20flying">http://images.google.com/images?q=turkey%20vulture%20flying</a><br /><br />Is the LF in San Francisco on Union Square or Union Street? 1870 Union Street<br />Search: [lf san francisco]<br />Address on results page: <a href="http://www.google.com/search?q=lf+san+francisco">http://www.google.com/search?q=lf+san+francisco</a><br /><br />What are the dance steps to the Charleston? Show in video below<br />Search : [Charleston dance demonstration]<br />Video result: <a href="http://uk.youtube.com/watch?v=zzyg7l6qxNQ">http://uk.youtube.com/watch?v=zzyg7l6qxNQ</a><br /><br />What day of the week was <i>The Lawrence Welk Show </i>on? Saturday<br />Search: [lawrence welk show]<br />Result: <a href="http://en.wikipedia.org/wiki/The_Lawrence_Welk_Show">http://en.wikipedia.org/wiki/The_Lawrence_Welk_Show</a><br /><br />What are the lyrics to “In the Mood”?<br />“In the mood, that's what he told me,<br />In the mood, and when he told me,<br />In the mood, my heart was skippin',<br />It didn't take me long to say "I'm in the mood now".”<br />Search: [“in the mood” lyrics]<br />Result: <a href="http://www.lyricsdepot.com/glenn-miller/in-the-mood.html">http://www.lyricsdepot.com/glenn-miller/in-the-mood.html</a><br /><br />How does Coumadin differ from aspirin in its blood thinning effects? Aspirin is an anti-platelet agent that prevents clotting. Coumadin also prevents clotting but the mechanism is different. Both thin the blood, but Coumadin is stronger and much more effective in certain instances like atrial fibrillation.<br />Search: [aspirin Coumadin how different]<br />Result: <a href="http://www.stmaryhealthcare.org/body.cfm?id=250">http://www.stmaryhealthcare.org/body.cfm?id=250</a><br /><br />What was the story behind the naming of the number "googol"?<br />Search: [number googol named]<br />Result: <a href="http://en.wikipedia.org/wiki/Quintillion#The_googol_family">http://en.wikipedia.org/wiki/Quintillion#The_googol_family</a><br /><br /><span class="byline-author">Posted by Marissa Mayer, VP, Search Products & User Experience</span></span></span>

The future of search

The Internet has had an enormous impact on people's lives around the world in the 10 years since Google's founding. It has changed politics, entertainment, culture, business, health care, the environm…

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