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Fumbling the Future: How Xerox Invented, then Ignored, the First Personal Computer
Ebook Free Fumbling the Future: How Xerox Invented, then Ignored, the First Personal Computer
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Product details
Paperback: 276 pages
Publisher: iUniverse (June 1, 1999)
Language: English
ISBN-10: 1583482660
ISBN-13: 978-1583482667
Product Dimensions:
6 x 0.7 x 9 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review:
4.3 out of 5 stars
32 customer reviews
Amazon Best Sellers Rank:
#861,457 in Books (See Top 100 in Books)
Fumbling The Future reads like a case study on how to invent a revolutionary product and fail at marketing it. The book provides a thorough and insightful history into Xerox and its research into digital technology. Although it provides detailed descriptions of important individuals, its plot is difficult to follow as its story-line is non-linear.The story behind the invention of the first personal computer was both a disappointment and a surprise. The disappointment culminates in Steve Jobs’s visit to Xerox’s Palo Alto Research Center (PARC), after which Apple releases a product remarkably similar to Xerox’s, but with a better marketing strategy. If there is a theme to this book, it is that the success of a product largely depends on a company’s effort and willingness to market it.The frustrating premise of the book is that Xerox invented the first personal computer yet failed to market it. Xerox had built the Palo Alto Research Center at a high cost, and many items emerged from that center that you would not associate with the Xerox name, such as the mouse, the graphical user interface (GUI), and Ethernet. Another shock was how the government was intervening with their work as they tried to enforce Xerox to abandon their lease-only policy. At that point Xerox would just be selling copies and not copiers.The authors emphasize how Xerox, held back by internal conflicts, lacked the flexibility to develop and market a new and innovative technology. The authors separate the book into major sections in order to describe the trends and prevailing ideas throughout the company's history [until 1988, the year in which this book was published]. They also provide thorough backgrounds for major, influential managers and researchers within the company. The book contains many details about these figures' lives, along with frequent quotes, giving the reader sophisticated insight into the mentality of those involved at each division of Xerox.The readability of the book left something to be desired. Many chapters of the book contain very technical language, making it all too easy for the reader to get lost in superfluous details, losing sight of the topic at hand. Within any given chapter, the authors may move back and forward through time, creating confusion in Xerox’s timeline. These references are sometimes illogical and often irrelevant, referring to a past year then back again unnecessarily.With so many important people in the book, it became difficult at any particular time to discern which person the authors were discussing. The book would have earned another star in my review if it had contained an organizational chart listing the main figures at Xerox, PARC, Scientific Data Systems (SDS), etc. The sheer number of seemingly irrelevant names made the story much more difficult than necessary to absorb. With the many figures it covers, the authors provide a detailed and insightful, but sometimes confusing narrative to the history of Xerox and the Alto.
Fumbling the Future, by Douglas Smith and Robert Alexander, is a detailed analysis of Xerox’s venture into the personal computer industry in the 1970s. Xerox, the undoubted leader in the photocopy business, experienced booming financial growth and no competitor stood a chance against the giant. Xerox executives realized that computers represented the dawn of a new age in office technology and an opportunity for immense financial gains. They wanted a piece of the pie. As a result, Xerox entered the computing industry and developed the Alto, the first personal computer. Additionally, the company created a technology research department and computer research laboratory to stake its claim in the industry. In a relatively short time, Xerox’s computer division was packed full of the brightest minds in computer science. On the surface, it seemed that Xerox would gain generous profits, but instead, Xerox’s computing endeavors lead to massive financial devastation.Under the surface, Xerox suffered from many weaknesses related to management’s poor understanding of how to run a computer business. This dragged Xerox into a downward spiral of poor investment decisions, mismanagement, disjointed business strategies, and conflicts among departments. When Xerox reached its weakest point, lawsuits and a financial recession drained the company of vital resources and began to dig a grave for Xerox executives’ hopes and dreams. The company suffered a colossal financial loss.This is a rich historical case study that retains its relevance today. Unlike many case studies, this one recognizes the human element of business decision-making and delves quite deeply into it. The text identifies managers responsible for Xerox’s poor decisions and explains how their personalities and their relationships with others influenced the company’s direction. This unique perspective is invaluable. Another positive is that the chapters are rich with contextual information surrounding Xerox’s actions and will not leave readers wondering why or how important events occurred. Each chapter is chalked full of clear examples of missed opportunities and poor decision-making, but also highlights effective decisions and how/when they turned into poor ones. The book will more than satisfy those who are eager for detail and hungry for context.A business reader who values succinctness may find a lot of the information superfluous. The abundance of detail can occasionally distract from vital aspects of the case. Readers may have to mentally weed-out less relevant details to gain a stronger grasp of the situation. Additionally, there are many different character names, which can make it easy to confuse protagonists. The book’s organization is not entirely chronological either. There are frequent jumps in time, which can result in a misunderstanding of the timeline of events and dates. The beginning of the book dives deeply into the technologies developed at Xerox and the technological evolution of computing. Although interesting, this level of depth is not needed to understand the case; some may find it excessive and tedious to read. Lastly, the latter half of the book becomes repetitive, as certain events are repeated from different points of view. Overall, the educational value of this book far outweighs its shortcomings.
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