 things that we don't lock our users in. Sometimes if the doors are locked it can be a little stuck and so you really need to work quite a bit to get it open. So focusing on the user we thought the best experience we could give was to make it as easy as possible for users to come and go out of that door. Now under the subversive side I don't think that this is the typical thing that you would expect when we come. It certainly isn't anything I would expect and I didn't know how well it would go over when I started. But this touches back to the cloud. How is the cloud different from storing your data in your computer? Why is this so important? Why is it that most consumers feel that data on my laptop here is safer than it is in a cloud service like Google or any other company for that matter? I think it's a similar feeling as to why do you feel safer driving your car down the street than flying in an airplane despite all statistics of contrary saying that flying in an airplane is much safer. So we have a this is our mission is that any data you put into creating our products you're free to do with you. So this is actually a commitment and a promise and again if you lock people in they'll stay for certainly will stay for longer but eventually they're going to break right through the wall and possibly leave everything behind them. Now this is this ties a lot into the open versus closed debate and closed systems tend to be vulnerable to this to this to opens to I'm sorry vulnerable to disruption not because they're fundamentally because they're closed but if you're operating with a closed system you're much more likely to rest on your laurels. You don't feel that sense of urgency that you have to continue to innovate you have to continue to make your products better to retain your users. So as a company you have choices on where you're going to focus your resources are you going to focus on innovation and keeping users because your product is so good that they want to stay you're going to focus on locking them in so that they can't leave. Now lock it locking users in has worked well in a lot of different ways typically for products that have a very high barrier to entry that require upfront purchase of hardware upfront install of something very large etc but with the internet with the open web the cost of switching is extremely low and internet users are faster and faster adopt to new technologies so again I think that they should be able to export their data in an easy way so that they can switch to a second source or a competing service. So why would we start such a crazy team like this? A lot of it comes through the fact that even before I started working at Google I heard Eric Schmidt speak and I very very calm when I hear her speak he's a very relaxing speaker for you but he would end his talks for so long saying that we don't lock our users in. This is really important and when I came when I started at Google the one thing the thing I get to bring over and over again was focus on the user focus on the user they'll worry about other issues later if we get if we make our users happy if we get them to use our products and continue to innovate that that is a successful way of of retaining them as users but beyond that quite frankly this is a little bit selfish I use a lot of Google products myself and if there's something else comes along that's better suited to me for for my needs I want to be able to take my data and go to it. So again going back to the mid 90s software was an island there was no network oh there was but it was it was very inaccessible to the common consumer the internet what is now here as an open system it's very different than that engineers and developers were white software that ran only on their computer on a computer it only had to talk to a local data store it didn't have to worry about format but a very interesting thing to point out is that the ability for lock-in still existed back then but in a different form that lock-in existed through proprietary formats now I have a whole bunch of word files from 1995 that I can no longer read okay so that's lock-in still existed it's just it takes a different form nowadays today we have an open web open internet open source open data it's all open open open but the way we implement this we have to be careful we're going to wind up with something like this the on the net and the internet with an open system like this closed systems are vulnerable if you dial back to systems we had in the united states back in the 80s and 90s prodigy copies of america online these wrong closed systems that no longer exist but in the case of america online they change to something very different as an open content provider an access provider on the open web we think that open system