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In the Preface to the new study, Stephen Arnold comments that ‘in this monograph, I have gathered together examples of Google’s non-advertising technology, narrowing to what I call “publishing” technology. I have highlighted three points:

First, I show how Google has initiated but not completed an end-to-end publishing system, seeming content to mothball its technology and allow developers to discover how to use its App Engine to access the Google operating environment.

Second, I illustrate Google’s data management capabilities. One benefit of structured or semi-structured information is that blocks of information can be “sliced and diced” to create new concoctions, as suggested in the word “mashup”.

Third, I have focused on Google’s stature as the next big thing. I don’t discuss MySpace, Twitter or Facebook in this monograph, but these services represent companies that have built around some of Google’s technical methods. My working hypothesis is that Google has the infrastructure and the technology to compete in social networks and social search.’