A Google patent application filed two years ago but published this fall is getting some new attention because it’s just too interesting to ignore. The patent (link) is for putting data centers on ships at sea and harvesting the energy in waves for power.

The biggest benefit for the company, though, could come from changed legal and tax status by placing the ships outside of national jurisdiction. It’s a thought both fascinating and frightening, although it also may end up as just another crazy patent filed for the sake of filing it.

Called a Water-Based Data Center, the idea was written up by the UK’s Times Online today with slightly misleading verbiage like the following:

Google refused to say how soon its barges could set sail. The company said: “We file patent applications on a variety of ideas. Some of those ideas later mature into real products, services or infrastructure, some don’t.”

There’s lengthy and sometimes well informed discussion of the data-ship patent over at Slashdot today as well. Jeff Nolan does his best to debunk the the idea too. The whole thing also brings to mind the plans by the website Pirate Bay to buy retired British naval platform turned “micro-nation” Sealand. Those plans were not well received by authorities.

Image from the patent application.

This Might Just Be a Pipe Dream

Two years ago I wrote about another Google patent, for software that would capture the ambient audio in a room and serve up contextual ads and content. That product hasn’t come to market yet, as far as we know. (We kid, sort of.)

It’s hard not to want to sound the alarm, though, on such strange plans. Google’s huge, centralized store of data about so much of our lives is inherently cause for concern - but put that data out to sea and outside of ostensible government oversight and it’s downright frightening. In some places that could be a positive development but generally speaking we’re not sure it’s a gamble we’d like to take.

We don’t know about the ecological impacts or the technical feasibility, but we imagine this idea would be a pretty hard one to resist if it could be implemented.

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A new report about Enterprise adoption of Web 2.0 technologies, by Awareness, Inc., shows that employers are increasingly allowing staff to use social media applications in working hours. Awareness puts the figure at 69 percent of businesses in 2008, up from 37 percent last year.

It’s the latest in a string of reports this year - from Awareness, Forrester and others - which provide data about the growth of web 2.0 in the enterprise. It’ll be a $4.6 Billion industry by 2013, according to Forrester. More of Awareness’ findings below…

Despite the positive stats, Awareness sounds a note of caution: some employers still have concerns about social media. The report notes that “employers who do not allow
employees to use social media sites at work cite fears including loss of productivity (65.7 percent), lack of security (45.7 percent) and the fear of having inappropriate content posted (42.9 percent).” However, Awareness says that “these views are fading.” Although not enough to stop some businesses from monitoring social media use “with strong manual and automatic moderation tools.” 28% of businesses monitor usage in this way.

Other findings from Awareness:

• Employers are finding the benefits of using social media: 63 percent are using social media to build and promote their brand, 61 percent are using it to improve communication and collaboration, and 58 percent are using it to increase consumer engagement;
• 75 percent of employees are already using social networking sites such as Facebook, MySpace and LinkedIn for business purposes, up 15 percent from 2007;
• Use of internal-facing communities is on the rise with 6 percent of organizations already reporting they deployed internal-facing communities, while 33 percent indicate their organization plans to implement internal-facing social media initiatives;
• Similarly, external-facing communities are increasing: 27 percent of respondents said their companies were planning to deploy external-facing communities while only 13 percent indicated their organizations already have external-facing communities;
• Online communities directed at specific interests and groups of people allow for more targeted marketing techniques and better results so for this reason 37 percent of organizations have specific areas of focus for their communities.

Finally, it’s interesting to note that enterprises see video as the number 1 web 2.0 tool. Google will be pleased to see that, given the recent release of Google Video for Businesses.

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So the ‘Twitter for enterprise’ product Yammer won the TC50 contest. Having slammed Yammer, here is who I think should have won: GoodGuide. It’s a consumer play, but it is not Web 2.0 social media wisdom of the crowd. It uses hard core technology and research to deliver a service that is totally mainstream. It is also needed and in a hot area.

What criteria should we use to decide winners? Well this is about business, so my definition of a winner is a company that becomes very profitable for a long time. In other words, would I invest?

Profits will usually follow if you have these three characteristics:

1. A valuable “must have” service
2. Delivered to a very large number of users who have money to spend
3. With rich customers (not necessarily the same as users in web ventures)

Parents a Key Audience

GoodGuide looks like it meets those three criteria pretty well. It looks a tad “trendy green” at first glance, but if you have young children you pay a lot of attention to what you put in and on those little bodies. As a parent, this is “mission critical”. There are lots of parents out there and they spend a lot of money on what they consider their top priority. GoodGuide is not just for parents, but I think that will be their initial traction.

GoodGuide is going after a totally mainstream market; this service does not rely on the satiated early adopter that everybody else in Web 2.0 has been chasing.

Being in a hot area - “trendy green” - will help in getting mainstream press. I assume they will be worrying a lot more about PR in Vanity Fair and People than the tech blogosphere. So when they are ready, they have a shot at being noticed.

As for rich customers, Consumer Packaged Goods (CPG) is the classic advertiser. They spend tons. GoodGuide is not dependent on advertising from financial services firms that are in a mess at the moment.

Database of Intentions

GoodGuide did not reveal specifics on their revenue model. That is not a concern. GoodGuide is naturally monetizable, as the service creates a database of intentions. They will need to be careful in the nuances of monetization and so should take their time to get this right. But unlike communication services - which do not have a native monetization model - anything that creates a database of intentions finds clients and revenues fairly easily.

As for longevity/sustainability/barriers, what GoodGuide has done takes real hard work. This is not a simple social media hack or a surface aggregation that you could do with a tool like Dapper. GoodGuide requires a fine balance of technology, research and domain expertise. If 10 wannabees set out to compete, they would take at least 6 months and probably a lot longer to get to a me too offering.

Finally, passion. These guys sounded like they had been working this for a while and were in it for the long haul. You need that to build a business when simple exits are less likely and businesses will need to manage through a slower growth in the global economy. You need that passion to be thinking a couple of moves ahead, so you have plenty of innovation to counter the inevitable copy cat attempts.

Number 2 Pick

My number two pick would have been TrueCar - and it has similar characteristics. In the end, GoodGuide looks a better bet for one simple reason. We buy a new car only every few years, whereas we buy the products that GoodGuide researches every day. Marketing a brand/service that consumers only need occasionally is tougher, although search engine marketing has certainly made it a lot easier than it used to be.

What do You Think?

Tell us in the Poll what you think. Who should have won? Yammer or GoodGuide or another startup? If you choose ‘other’, tell us in comments who you think should have won and why.

Who should have won the TC50 start-up challenge?
( polls)

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If you had a ‘clean sheet’ opportunity to create the ideal digital office environment for you and/or your business, what would you buy? What hardware and software would give you a productivity advantage, while being fun and affordable? Here is what we did in our London based marketing agency.

This is Part 1 of a 5-part series in ReadWriteWeb’s Enterprise Channel. Part 1 covers everything from a physical perspective. What, ideally, you need to have to make the digital office run. In subsequent parts, we will cover browser, web apps, mobile, and more.

The Essentials

LAPTOP

Recommendation: The Mac Book Pro

Why?: Primarily, OS X - arguably the best operating system out there. In terms of hardware however, the MBP’s form factor, strength, wireless connectivity, long battery life, speed, memory, improved graphics card, multi touch trackpad and decent sized hard drive all wrapped up in a beautiful metallic case should be enough to convince you.

Asus U2E, Sony Vaoi TZ31MN, Macbook, Macbook Air, Asus EeePC 900

PHONE

Recommendation: Blackberry Bold

Why?: Let me be clear. I’m an iPhone user and I’ll openly admit I have yet to use the blackberry bold. However, I have used almost every previous blackberry and from reviews by gizmodo, engadget and a number of gadget sites - this is the best blackberry ever. However, the main reason I have selected the Blackberry Bold over the iPhone is because of the downfalls of the current 3G iPhone rather than the excellence of the Blackberry Bold. Running your digital office you need to ensure you have access to your email, contacts and a solid long lasting battery - the iPhone is still not reliable enough on both of these points. If this post was more about the Social Media Guru’s device list… yes, the iPhone would definitely be my phone of choice. Although of course, with an external battery attachment! We are, however, discussing the digital office and the iPhone is not there yet and won’t be until battery life is extended, bugs are ironed out, multifunctionality between local apps is implemented and yes, email and connectivity issues are corrected.

Alternatives: iPhone, Treo Pro, Nokia E66 / E71, HTC Touch Cruise

MOBILE BROADBAND

US: Sprint / AT&T

UK: O2 / T-Mobile / Vodafone / 3

The Should Haves

EXTRA BATTERY FOR MOBILE & LAPTOP

EXTRA CHARGER FOR MOBILE & LAPTOP

WIRELESS MOUSE

Recommendation: Logitech VX Nano Cordless

Why?: Stylish, small but not too small, super precise and smooth maneuvering. Very convenient to just need the small usb plugin which can be left in your laptop all the time. Above all though, it’s very very cool.

Price: $45.00

Alternatives: Apple Mighty Mouse, Logitech MX Revolution

WIRELESS KEYBOARD

Recommendation: Apple Wireless Keyboard

Why?: Elegant design. Sturdy and durable. Works superbly well. Extremely accurate, (very) small and lightweight, feels wonderful as you glide your fingers across the keyboard. On top of all that, seamless operation with Leopard, Tiger AND Vista.

Price: $80.00

Alternatives: Logitech diNovo Edge, Logitech Cordless Desktop S510

EXTERNAL HARDDRIVE

Recommendation: Western Digital My Passport Essential 500GB

Why?: Uprecedented amount of space for it’s weight and size. It’s pocket size, flawless performance and very practical - all at a fair price.

Price: $120

Alternatives: Toshiba 320GB Portable External, Iomega eGo Rugged Portable 320GB

USB DRIVE

Recommendation: Kingston DT100/8GB Data Traveler

Why?: 8GB on a usb drive! Above all, convenient, easy to use, small and reliable.

Alternatives: iPhone, HP 8GB USB Flash Drive

Price: $30

BAG

Recommendation: Incase nylon sling pack

Why?: Comfortable, solid protection and padding for your laptop, feels very well made. Lightweight and very slim - so no more smacking into people as you turnround. Works with laptops up to 17 inches. Features a lovely integrated fur compartment for your laptop as well as plenty of space for your iPod and other accessories.

Price: $80

Alternatives: Mobile Edge MEEN01 Express Tote ($30)

MOBILE PRINTER

Recommendation: Canon Pixma iP90v Photo Inkjet Printer

Why?: Small, dinky and portable. Prints pages at a decent speed and color photos come out very well if you’re using it for that. Set up is a peice of cake however one drawback, make sure you have a usb cable and buy a few spare ink cartridges as they run out faster than your normal sized ones. Also, a superb price as it is currently on sale at Amazon!

Price: $200+ (currently on sale at Amazon for $151)

Alternatives: Canon iP100, HP Deskjet 460c Mobile Printer

MOBILE SCANNER

Recommendation: Canoscan LiDE 90 (PC/MAC)

Price: $90

Why?: Great value. Just over A4 in size and about 2cm in depth Completely USB powered, extremely convenient and lightweight. Resolution is up to 2400×4800 dpi and scan speeds of approx 15 seconds. Works well with both PC and Mac.

Alternatives: Scansnap USB 10PG Adf Mobile Scanner (pc/mac), Pentax DSmobile 600 Scanner (pc)

WEBCAM

Recommendation: Logitech Quickcam Pro 9000

Price: $80

Why?: Hassle free installation with XP and Vista. Superb picture quality. The Right Light function works very well even in the dullest conditions. If you want a good webcam for Skype, this is it!

Alternatives: Philips SPC900NC PC Web Camera

BLUETOOTH HEADSET

Recommendation: NoiseAssassin-Jawbone II

Price: $110

Why?: Easy to setup, slick to look at, comfortable to wear (at least in my ear). Works well with all bluetooth enabled phones and computers. Definitely does a superb job with controlling levels of background noise - just make sure the headset is actually touching your jaw or else it doesn’t do it’s job properly.

Alternatives: Plantronics Discovery 925

PORTABLE CAMCORDER

Recommendation: Sanyo Xacti HD1010

Price: $700

Why?: Easy to use out of the box. Brilliant quality image. Practical. Beautifull little camera. Video quality is vivid and crisp. Perfect if you want something you can pull out fast and record.

Alternatives: Samsung mx 20 “YouTube” Camcorder, Sanyo Xacti VPC-HD700

PORTABLE MEDIA PLAYER

Recommendation: iPod Touch

Price: $400

Why?: It’s not perfect however you’d be hard pressed to find a better all round device at this size out there. Glorious screen quality and device build. Setup is elegant and straight forward as you would expect. Navigation is equally impressive. Youtube is so easily accessible, accessing e-mails works flawlessly, battery lasts well to listen to music but runs low fast when on the youtube or internet. For such a small thing it can do so much: Games, Calendar, Mail, Internet, Music, Movies, Apps… What are you waiting for? The only real competition in my mind is the iPhone.

Alternatives: Archos 605 Wifi, Microsoft Zune

HEADPHONES

Recommendation: Shure Se210 Sound Isolating Earphones

Price: $130.00

Why?: Perfect to travel with and maybe even miss your flight! Shure’s Se210 are in a completely different league. Having used a variety of high spec headphones over the years, Shure stands well above the crowd. An amazing piece of ingenuity. The clarity is astonishing, hearing notes I previously did not. The mid’s and high’s are exceptional, and the bass is perfect.

Alternatives: Sennheiser CX 95, Klipsch Image

USB HUB

Recommendation: Any Brand

Price: -

Why?: Frankly, I have personally bought a number of USB hubs from ebay over the years and have yet to have one problem. I highly recommend going for the cheapest option which ever that may be. If you’re a brand fan and looks are a very high priority however, the two options below should suit you fine

Alternatives: Belkin Hi-Speed USB 2.0 7-Port Mobile Hub, Cables To Go 7 Port USB

3 PLUG ADAPTOR

Recommendation: Monster 4 Outlet Mini Power Strip

Price: $15.00

Why?: Handy. There is always a shortage of power points when you need one. This compact power strip is a perfect for travel and obviously a doddle to use.

The Unnecessaries but Oh So Cool

LIVESCRIBE SMART PEN

What is it? A smart pen that digitally records everything you write and hear. You do however require special paper embedded with thousands of almost invisible dots for the pen to work - these are only $5 for a set of pads though. The recordings are transferred to a computer through a USB docking cradle. Notes can even be shared online and Livescribe gives 250 MB of storage space for free.

Price: $149 for the 1 GB version or $199 for the 2 GB model.

APPLE AIRPORT EXPRESS

What is it? A tiny adaptor size device whicn you plug it into your room’s socket, plug in the hotel’s Ethernet cable and voila, you have wifi.

Price: $80

Alternative: Linksys WTR54GS

AMAZON KINDLE

What is it? Essentially, an e-book reader launched by Amazon. It uses an electronic paper display and reads Amazons propriertary Kindle format (AZW) and downloads ebooks directly from Amazon.com.

Price: $359

Alternatives: Sony Reader

Next in the Series

Part 2: The Browser. How the browser will increasing play a vital part in the development of digital office. This post will be a run down of tips, tricks and features to make the browser work for you and your team.

Part 3: Web Apps, Desktop Apps & Integration. This will revisit the deskapp to webapp conundrum and the recent developments which have quite possibly sealed the argument.

Part 4: Tools & Services both Online & Off. An illustration of the best tools and services out there which combine to create the digital office.

Part 5: Portability, the iPhone & Mobile Web. This will cover portability and the mobile web, in putting the finishing touches to the new work way.

Top image credit: moriza

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