Each of the four different covers for the November issue of FAST COMPANY features either Apple, Facebook, Google or Amazon, with the prediction that that player will win the 2012 tech war. Inside is a major article presenting the pros and cons about the potential of each of them to become the next Steve Jobs. Of course, soon winning won't be framed any more in the context of Jobs. The high tech industry moves too quickly for anyone or any legacy to characterize the game, at least not for too long. The Jobs Way will fade, just as the Welch Way has in corporate strategy and execution.
One of the important frontiers is television. So far, none of them has managed to reconfigure this lucrative medium for delivery through Facebook or Google. When that happens, it will be a disruptive force across the television business. The future of companies such as Nielsen, a global information and measurement organization, could be grim. Facebook, for example, is already a genius at capturing data. Nielsen would have little reason for continuing to exist. Also interactivity built right into the programming versus adding it on through tweeting by audiences could transform what was known as "television" into a totally high-tech entertainment experience.
From the clash of the four titans could come, the article predicts, the wipe-out of industries and specific companies. For example, handling a promotional campaign right on Facebook could deep-six much of the advertising industry. "Mad Men" would truly be about an anachronism. Can Wal-Mart or even design-savvy Target stand up against how Apple et al. will reconfigure shopping? The Apple Store has already created a fresh model for how people make purchasing decisions.
The dynamics of high tech can become a more compelling story than that of Campaign 2012. Or that political saga could be primarily framed through how it is being told through digital mediums.
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