Bruce
Schneier gave a
talk at Authors@Google
about his book, Liars
and Outliers:Enabling the Trust that Society Needs to Thrive.
I watched it a couple of months ago, and he provided
a lot to think about.
What started as an
off-hand observation
and has since become increasingly useful is his metaphor of the Three
Keiretsu. Keiretsu
is a Japanese organizational structure of multiple companies in
interlocking relationships for mutual benefit.
Bruce said that
smartphones are feudal relationships where users pledge their loyalty
to overlords, the phone of their choice, Apple, Android, or
Windows phones.
I am a data point for a
technology executives survey. They call, ask questions and I answer.
I then get their reports and I learn new stuff.
Several years ago I took
the call and the first question was “Has the mobile phone become
the dominant web browser?” From their follow-on questions, I
figured out it had.
Since Bruce mentioned
keiretsu, I’ve come to understand how true his observation was and
how high the silos are. Users of the three keiretsu make different
use of their smartphones. The smartphone dictates how people work.
I am a maker
using Google search, maps, sites, email, docs, forms, blogs and other
tools for years before I got my smartphone.
I’m not cheap, I’m
frugal. I use the Google tools to make useful software applications,
that are often similar to commercially available software, except
each does exactly what I want, usually around leadership or sales. Perhaps the Android keiretsu is for
the frugal successor to Heathkit aficionados.
At Sales Lab, we have
multiple Google Calendars for different projects, and they just show
up for all the Android users. I am trying to integrate an iPhone user
into our web tools, and so far she has minor capability.
But the iPhone has a
better music system. She calls all her Apple gear “Shuffle” (a
previous iPod) so I get requests for the red shuffle, the big
shuffle, the other shuffle. Married people talk that way.
I think her iPhone has
better battery, and it just works. As long as you want a stock
application. Maps on her iPhone was the reason I decided to get a
smartphone. I’ve been told I’m a reluctant adopter.
I wasn’t aware of the
differences until I tried to combine functionality between handsets.
As an Android user, I
don’t seamlessly switch my music across devices. But then, I think
wearing earbuds walking in the city shows a lack of situational
awareness. I keep seeing people bouncing off cars and buildings.
Microsoft realized their
version of reality before smartphones. Several years ago I set up web
presences for a half dozen companies at once and my cheapest resource
was a dot net (Microsoft) programming team. By the third website
launch, I remembered to ask the builders to uncheck the box that made
the site available only to Exploder browsers. Who knew?
The few Microsoft
smartphone users I’ve watched seemed to get value being text heavy
and document specific. But earlier this month, I saw an Android user
sending his documents from his Google Drive, pre-built answers for
when the questions come up.
For me, all smartphones
are a less capable version of a computer. However, they are more
available. Most internet users consume, they don’t author, and a
phone is a convenient way to consume.
To which keiretsu have you
pledged your fealty, and how is that working out?
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