What’s in it for me? Understand the technology you use daily and the industry that creates it.
In today's rapidly evolving world, understanding technology is not just a skill – it’s a necessity. From artificial intelligence revolutionizing healthcare to the surge of online banking and payments, technology is reshaping every industry. Farmers are employing drones for agriculture, while business leaders grapple with a market dominated by a handful of tech giants.
Given all this, it’s understandable that you might be feeling daunted by the complexities of technology. Or, you might be deeply attracted to it – but you still feel that writing code just isn’t for you. In either case, this Blink has got you covered.
In it, we’ll delve into the mechanics of the internet, the business models of popular apps, and the strategies driving the tech industry today. You’ll finally learn the difference between a “frontend” and a “backend” developer, understand the debate about net neutrality, and parse the meanings of buzzwords like “big data” and “APIs.” Even if your job doesn’t directly involve technology, this Blink will prepare you for the complexities of the digital age.
Understanding operating systems
Have you ever heard the claim that Macs are more secure than PCs? It’s a common belief, but how true is it?
To answer this question, we need to understand a fundamental difference between Macs and PCs: their operating systems. Often abbreviated to “OS,” an operating system is essentially the backbone of a computer. It’s the software that manages all the other software and hardware. It’s also what allows you to interact with your computer and run programs – and it plays a pivotal role in the security of your device.
Macs and PCs use different operating systems: macOS for Macs and Windows for PCs. But is one more secure than the other?
Well, Macs are known for certain built-in security advantages. As one example, macOS requires users to enter their password before they can run potentially risky software or change certain settings. This is a stricter approach than Windows uses, and it means that harmful software has a harder time damaging a Mac without the user noticing.
These features make it tougher to hack a Mac than a PC. However, Macs aren’t invulnerable. In 2012, over 600,000 Macs were infected by the Flashback virus, the largest Mac epidemic that had ever occurred. This incident forced Apple to change its tune. Previously, it had claimed that “Macs don’t get PC viruses.” This was revised to a more measured “It’s built to be safe.” However, subsequent Mac viruses like Rootpipe and KitM.A still emerged, proving that any operating system can be at risk of security breaches.
At the end of the day, every operating system comes with its strengths and weaknesses. Android’s open ecosystem gives users a high amount of freedom to customize their devices and use a wide variety of apps. However, this also opens doors to security risks. Conversely, BlackBerry was once renowned for its strong security features. However, this also meant it struggled to adapt to evolving technology and lost market dominance. Whether it's macOS, Windows, Android, or BlackBerry, each system has its unique features and vulnerabilities.
Exploring software
Ever wondered how your favorite apps like Snapchat or Instagram work their magic? It might seem like a world of complex code, but many of the core ideas behind them are surprisingly straightforward. Let's explore three essential concepts that drive these apps: algorithms, APIs, and A/B tests.
Algorithms are at the heart of every piece of software, from classic games like Pac-Man to modern apps like Facebook. These are well-defined procedures that help computers solve problems. Take Spotify’s algorithm, which uses a technique called collaborative filtering to recommend songs. The process involves analyzing your music preferences and comparing them with the playlists of millions of other users. Say you love The Beatles, and several playlists featuring The Beatles also include songs by The Rolling Stones. Spotify might assume there’s a thematic connection and, lo and behold, it will probably start suggesting Rolling Stones songs to you.
APIs, or application programming interfaces, are another key component. They allow apps to borrow algorithms and data from other apps – this streamlines development and enables creators to focus on their own unique features. Google Maps provides a great example here. Did you know that the apps Uber, Yelp, and Pokémon Go all use the Google Maps API? This allows all three apps to display maps, calculate routes, and even show speed limits without creating their own mapping technology from scratch.
Finally, to refine their software, developers often use A/B tests. This involves showing different versions of a feature to different user groups – for instance, a red button versus a blue button. By analyzing user responses, developers can determine which version is more effective and implement it for all users.
To illustrate, consider The Washington Post's use of A/B testing. In 2016, the newspaper began allowing its article writers to create two different headlines for each article. By showing different headlines to different users, they could determine which one attracted more clicks, thereby optimizing their content for reader engagement.
These various apps and websites are, in essence, the results of the smart use of algorithms, APIs, and A/B tests. Understanding these elements offers us a glimpse into the mechanics of our favorite digital tools.
How tech companies make money
In today’s world, the phrase “there’s an app for that” reflects a booming app economy. In 2016, it was valued at over $50 billion in total, and that number is only going up. This app economy operates on principles vastly different from traditional models.
Unlike traditional goods, which are sold for a price, most apps are free to download. Yet the companies behind some apps are worth millions, even billions, of dollars. This illustrates how the “freemium” model works, where basic services are free but advanced features cost money. For example, the app Candy Crush is free to download but offers in-app purchases for extra “lives” or levels. Similarly, Tinder provides limited swipes for free, with unlimited access available for a monthly fee. This model thrives on user engagement: the more invested a user becomes, the more likely they are to pay for premium features.
However, some companies, like Google and Facebook, don’t make use of direct user payments at all. Instead, they generate their billions through targeted advertising. In other words, they collect and analyze user data to display highly relevant ads. Google, for instance, can infer your interests from your search queries. It can then show you ads that align with those interests, increasing the likelihood that you’ll engage and make a purchase.
Sponsored content, or native advertising, is another growing trend, especially in journalism. This form of advertising integrates seamlessly into platforms, appearing less intrusive and more engaging than traditional banner ads. For example, The New York Times publishes sponsored articles that resemble regular content but are actually advertisements, like a story about the jail system sponsored by the Netflix series Orange is the New Black.
There are plenty of other alternatives to these models – but some companies aren’t even focused on making money at all, at least in the short term. Instead, some companies choose to rely on venture capital funding with a “grow first, monetize later” strategy. For example, apps like Venmo are providing free services right now, but they plan to introduce monetization strategies once they gain substantial market share. Others, like the email app Mailbox, are focused on growing rapidly with the hope of being acquired by a larger company.
The app economy is a testament to human ingenuity in monetization strategies. As technology evolves, so do these strategies, constantly reshaping the landscape of digital commerce.
How the internet works
Back in 2006, Alaska Senator Ted Stevens misdescribed the internet as “a series of tubes.” It was a funny gaff – but it also highlights the surprising difficulty of describing this tool many people use daily. How much do you know about how the internet works?
When you type “google.com” and hit enter, a complex process unfolds. Every webpage, like a building, has a unique address, known as a Uniform Resource Locator. This URL ensures that anyone who types it in will arrive at the same destination.
Similarly, every device connected to the internet is identified by a unique IP, or internet protocol address, which functions like a phone number. An IP address is a numerical label assigned to each device. Just as you need a specific phone number to call someone, your computer needs the specific IP address of another computer to connect with it over the internet. To translate user-friendly domain names like “google.com” into machine-readable numerical addresses, the internet uses the Domain Name Service, or DNS, akin to a phonebook. This enables your browser to connect to websites.
Once your browser has the right IP address, it sends a request over the internet to fetch the webpage. This request is sent in small packets, each taking various routes across the globe to reach its destination. To understand the journey of these packets, imagine a set of hot sauces from New York to Los Angeles. The bottles of sauce are packed into different boxes, labeled, and sent through various cities before reaching you as a complete set. Similarly, data packets hop from city to city, following different paths, and eventually reassembling at the destination.
The journey of these data packets is facilitated by fiber-optic cables that run underground and are composed of pure glass. They can transmit information at tremendous speeds using flashes of light that represent data. This infrastructure is so crucial that traders on Wall Street have invested heavily in straight, fast cables to shave milliseconds off their transaction times. One famous example of this is trader Daniel Spivey. In 2008, he built an 825-mile long, nearly straight fiber-optic cable from Chicago to New Jersey, drilling through mountains to ensure the shortest possible route. This $300 million investment was to gain a tiny speed advantage in high-frequency trading.
Far from being magic or a “series of tubes,” the internet is a complex network of protocols, IP addresses, and physical cables that connect us globally. Its workings, from typing a URL to streaming a Netflix show, are a fascinating interplay of technology and human ingenuity.
The big deal with big data
On the internet, every click, purchase, and interaction contributes to an ever-growing digital universe. This realm, known as “big data,” is expanding at an astonishing rate. As Google co-founder Eric Schmidt noted in 2010, we now create as much information in two days as we did from the dawn of civilization until 2003. This massive volume of data, or five exabytes every two days, surpasses our traditional storage capacities and presents unique opportunities and challenges.
A classic example of big data’s power is Target’s prediction of a teen’s pregnancy. In 2012, a father in Minnesota discovered a catalog in the mail that contained maternity products – and it was addressed to his daughter. Outraged at the implication, he confronted the store manager and accused Target of encouraging his teen daughter to become pregnant. However, a few days later, the father called Target back with an apology. After a conversation with his daughter, he had learned that she was indeed pregnant.
How did Target uncover such a personal detail about a customer’s life? Target, like many retailers, understands that certain life events dramatically change a person’s shopping habits. These changes lead to increased spending on specific products, which they want to encourage – in this case, things like baby clothes and diapers.
To capitalize on these opportunities, Target meticulously analyzes its wealth of customer data, looking for shifts in purchasing behavior that might indicate a life change. By combining these purchasing indicators, Target can assign a “pregnancy prediction” score to each shopper. In the case of the teenager in Minnesota, her sudden shift in purchasing patterns triggered Target's algorithm, leading them to conclude she might be pregnant. This led to them sending maternity product coupons, which inadvertently revealed her condition to her father.
Retailers collect this data through various means, including loyalty cards and credit card purchases. Target assigns each credit card a unique Guest ID number, linking it to a vast array of information including demographics, purchase history, and even personal milestones.
While big data has unquestionable economic value, it also raises significant privacy concerns. Companies like UPS have used it to optimize delivery routes, saving money and fuel, while Netflix’s show recommendations lead people to discover great new pieces of media. However, the collection of personal data is viewed by many as an invasion of privacy and a form of psychological manipulation. So the debate continues: is the convenience and effectiveness of big data worth the potential risks to our privacy?
Policies surrounding technology
The internet is a symbol of both limitless potential and contentious debates over control, privacy, and freedom. This reality is shaped by ongoing policy battles and legal discussions, which significantly affect technology’s role in society.
At the heart of these debates are the Internet Service Providers, like Comcast, AT&T, and Verizon. These giants not only connect us to the internet but also hold the power to track our every online move. The contentious issue here is the selling of our browsing history to advertisers, a practice that has traveled along a regulatory rollercoaster. In the United States, this practice was restricted by the Federal Communications Commission in 2016. However, those protections were overturned just a year later, allowing Internet Service Providers to sell user data without consent. This move sparked outrage, highlighting the fragile balance between consumer rights and corporate interests.
These Internet Service Providers often hold monopolistic power in regions across the US. As a result, they have been accused of throttling internet speeds for certain users and prioritizing the delivery of certain types of content over others.
This leads us to the concept of net neutrality, a principle that advocates for equal treatment of all internet traffic. Net neutrality suggests that ISPs should act as “common carriers,” much like public utilities. It argues that ISPs shouldn’t interfere or create “fast lanes” for those who can pay more, thereby ensuring unbiased access to the internet. However, this principle has been under threat. The FCC policy that was overturned in 2017 allowed ISPs more control over their networks, sparking widespread concern that it could lead to a less open internet and hinder small companies and startups.
Another significant debate in the digital arena is the “right to be forgotten,” a concept brought to the forefront by a European Court of Justice ruling. This law allows individuals to request the removal of personal information from search engine results. This law was conceptualized as a way to empower individuals to control their online presence. However, this right raises critical questions about the balance between an individual’s right to privacy and the public’s right to access information. Critics argue that the right-to-be-forgotten law could be used to rewrite history or suppress freedom of speech by removing access to public records.
Both net neutrality and the right to be forgotten law illustrate the complexities of governing the digital space, where the rights to privacy, information, and free speech often intersect and sometimes conflict. And, of course, the debate extends much further, to issues surrounding self-driving cars, automation and employment, and advancements in artificial intelligence. The progress in these fields is astounding, yet they bring forth ethical, regulatory, and societal challenges that need addressing.
Final summary
The internet and associated technology have a profound impact on all of our lives. These evolving technologies, while driving progress, also raise crucial questions about privacy, consumer rights, and the ethical use of information. Meanwhile, it’s important for people to understand the terminology and language used around tech – particularly those interested in getting a tech job but who don’t want to be coders themselves.