Written by Deborah Richman, Consultant, Zions Bank

Deborah Richman, Consultant, Zions Bank

What do titans like Apple, Amazon, Facebook, Google, Microsoft and possibly Twitter have in common? Of course, they offer platforms where users access and share content. As titans, they also aspire to become each other – while currently delivering different value from their platforms.

During the Information Industry Summit, key publisher and digital leaders offered clear-eyed views of these companies and their intrinsic rather than market value. “There are more interesting things than making a ton of money in the last quarter,” declared Esther Dyson, EDVentures principal.

The titans were not getting judged by form factors, such as the computing, mobile or operating systems. While that’s important to the companies and shareholders, the IIS leaders focused on how titans should improve their connections to users.

Sell people a mirror

Most of the titans know they should personalize their offerings and “show you what you didn’t know you wanted to know,” said David Kirkpatrick, Senior Technology & Internet Editor at Fortune. It comes down to algorithms based on their platforms.

Of course, Facebook leads in capturing social connections and friend links. Google is trying to keep up through its own G+ social circle. Yet they are challenged by defining relevant content. Friend or content sources may be throttled or controlled through personalized Facebook feeds or Google search results.

Will the titans succeed in selling mirrors? Will these mirrors show relevant content and connections? Esther Dyson wondered “how far these companies can go before they start annoying their customers.”

Use commercial insights

Google, Apple and Amazon bring powerful, highly-scaled advantages due to their search, shopping and/or buying functions. Google’s search and online advertising hegemony not only creates value for consumers and businesses, but also keeps those shopping behaviors tight to its vest.

Meanwhile, Apple and Amazon bring their own online retailing powers. Apple makes so-called razor sales, offering media and other apps through its operating system. Amazon makes money from its blade sales, along with enterprise efforts. It will be interesting to see how these titans take further advantage of their “big data” capabilities regarding buyers, products and services, and credit cards.

Future of the titans

All the titans grew with their founders at the helm. While some, like Apple and Microsoft, have next generations in charge, Amazon, Facebook and Google are run by their founder entrepreneurs.

Dyson voiced her concerns about the titans’ abilities, explaining “they’re all really badly managed inside.” By contrast, Forbes CEO Michael Perlis felt the titans would continue “making each other better. They all have aspirations to [become] each other.”

Thomas Glocer, ex-Thomson Reuters, wasn’t sure how the titans would work together or with other content providers in the future. He asked, “who’s in front, behind, the Trojan horse?”

Impact on publishers

Perlis, from Forbes, explained that consumers aren’t that interested in who wins. As a publisher, he has different content distribution or advertising relationships with all the titans. “We have experienced collapse, avoided relapse [and] don’t relax. You can’t just coast,” he cautioned.

Glocer shared his concern about living “in a world at multiple speeds including repressive regimes, and platforms. I do worry about the lowest common denominator where the platforms [have] content geared for wherever.”

“Everyone will have to constantly re-evaluate paths,” said Fortune’s Kirkpatrick. “The pace of change requires every [publishing] company to think of themselves like a software company. Be unbelievably curious and not afraid.”

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Debby Richman spent her formative years at D&B, leading the reference business from print to online and web offerings. She has since held digital leadership roles at Overstock, About.com, Looksmart, Starz, Collarity and Zions Bank.