David, Goliath and empires of the web
December 18, 2014 § 5 Comments
People in Mozilla have been talking a lot about radical participation recently. As Mitchell said at recently, participation will be key to our success as we move into ’the third era of Mozilla’ — the era where we find ways to be successful beyond the desktop browser.
This whole conversation has prompted me to reflect on how I think about radical participation today. And about what drew me to Mozilla in the first place more than five years ago.
For me, a big part of that draw was an image in my mind of Mozilla as the David who had knocked over Microsoft’s Goliath. Mozilla was the successful underdog in a fight I really cared about. Against all odds, Mozilla shook the foundation of a huge empire and changed what was possible with the web. This was magnetic. I wanted to be a part of that.
I started to think about this more the other day: what does it really mean for Mozilla to be David? And how do we win against future Goliaths?
Malcom Gladwell wrote a book last year that provides an interesting angle on this. He said: we often take the wrong lesson from David and Goliath story, thinking that it’s surprising that such a small challenger could fell such a large opponent.
Gladwell argues that Goliath was much more vulnerable that we think. He was large. But he was also slow, lumbering and had bad eyesight. Moreover, he used the most traditional fighting techniques of his time: the armour and brute force of infantry.
David, on the other hand, actually had a significant set of strategic advantages. He was nimble and good with a sling. A sling used properly, by the way, is a real weapon: it can project a rock at the speed of a .45 caliber pistol. Instead of confronting Goliath with brute force, he used a different and surprising technique to knock over his opponent. He wasn’t just courageous and lucky, he was smart.
Most other warriors would have seen Goliath as invincible. Not David: he was playing the game by his own rules.
In many ways, the same thing happened when we took on Microsoft and Internet Explorer. They didn’t expect the citizens of the web to rally against them: to build — and then choose by the millions — an unknown browser. Microsoft didn’t expect the citizens of the web to sling a rock at their weak spot, right between their eyes.
As a community, radical participation was our sling and our rock. It was our strategic advantage and our element of surprise. And it is what shook the web loose from Microsoft’s imperial grip on the web.
Of course, participation still is our sling. It is still part of who were are as an organization and a global community. And, as the chart above shows, it is still what makes us different.
But, as we know, the setting has changed dramatically since Mozilla first released Firefox. It’s not just — or even primarily — the browser that shapes the web today. It’s not just the three companies in this chart that are vying for territorial claim. With the internet growing at breakneck speed, there are many Goliaths on many fronts. And these Goliaths are expanding their scope around the world. They are building empires.
This has me thinking a lot about empire recently: about how the places that were once the subjects of the great European empires are by and large the same places we call “emerging markets”. These are the places where billions of people will be coming online for the first time in coming years. They are also the places where the new economic empires of the digital age are most aggressively consolidating their power.
Consider this: In North America, Android has about 68% of smartphone market share. In most parts of Asia and Africa, Android market share is in the 90% range – give or take a few points by country. That means Google has a near monopoly not only on the operating system on these markets, but also on the distribution of apps and how they are paid for. Android is becoming the Windows 98 of emerging economies, the monopoly and the control point; the arbiter of what is possible.
Also consider that Facebook and WhatsApp together control 80% of the messaging market globally, and are owned by one company. More scary: as we do market research with new smartphone users in countries like Bangladesh and Kenya. We usually ask people: do you use the internet: do you use the internet on you phone? The response is often: “what’s the Internet?” “What do you use you phone for?”, we ask. The response: “Oh, Facebook and WhatsApp.” Facebook’s internet is the only internet these people know of or can imagine.
It’s not the Facebooks and Googles of the world that concern me, per se. I use their products and in many cases, I love them. And I also believe they have done good in the world.
What concerns me is that, like the European powers in the 18th and 19th centuries, these companies are becoming empires that control both what is possible and what is imaginable. They are becoming monopolies that exert immense control over what people can do and experience on the web. And over what the web – and human society as a whole – may become.
One thing is clear to me: I don’t want this sort of future for the web. I want a future where anything is possible. I want a future where anything is imaginable. The web can be about these kinds of unlimited possibilities. That’s the web that I want everyone to be able to experience, including the billions of people coming online for the first time.
This is the future we want as a Mozilla. And, as a community we are going to need to take on some of these Goliaths. We are going to need reach down into our pocket and pull out that rock. And we are going to need to get some practice with our sling.
The truth is: Mozilla has become a bit rusty with it. Yes, participation is still a key part of who we are. But, if we’re honest, we haven’t relied on it as much of late.
If we want to shake the foundations of today’s digital empires, we need to regain that practice and proficiency. And find new and surprising ways to use that power. We need to aim at new weak spots in the giant.
We may not know what those new and surprising tactics are yet. But there is an increasing consensus that we need them. Chris Beard has talked recently about thinking differently about participation and product, building participation into the actual features and experience of our software. And we have been talking for the last couple of years about the importance of web literacy — and the power of community and participation to get people teaching each other how to wield the web. These are are the kinds of directions we need to take, and the strategies we need to figure out.
It’s not only about strategy, of course. Standing up to Goliaths and using participation to win are also about how we show up in the world. The attitude each of us embodies every day.
Think about this. Think about the image of David. The image of the underdog. Think about the idea of independence. And, then think of the task at hand: for all of us to bring more people into the Mozilla community and activate them.
If we as individuals and as an organization show up again as a challenger — like David — we will naturally draw people into what we’re doing. It’s a part of who we are as Mozillians, and its magnetic when we get it right