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well sure we've worked so hard over the
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last eight years to build the best
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possible mapping tools at Google ranging
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from Google Maps Google Earth satellite
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photography street view underwater
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street view everything you could imagine
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but it occurred to John hanky who's one
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of my co-founders that maybe there's
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some kind of thing to do with a map
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that's like if if a map is encyclopedia
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or a dictionary maybe there's romance
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and mystery and adventure and and drama
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and so he want when he set up a company
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Larry Paige funded him to do that to
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explore what can you do with a map that
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isn't about a map map data to make
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people happy to explore the world get
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outside and walk around to see things
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not do you do at your computer but you
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actually do by experience so that's what
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Niantic Labs is focused on and they have
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two products now the first is called
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field trip the second is called the
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antic project sure field trip is a tool
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that takes the mapping experience at
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Google which we made very rich not just
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a map but you could do a search for
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history or sports or restaurants or
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hotels and we'll show you markers well
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imagine if you were walking on the
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street and there was historic thing that
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had happened say Benjamin Frank Franklin
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created this building or or what
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whatever event and you didn't know that
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well you wouldn't know to search for
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Benjamin Franklin at that spot you
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wouldn't know but we could know using
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your mobile phone where you are and can
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search into a big database of
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interesting things and tell you you know
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this is one of the oldest schools in the
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country established by Benjamin Franklin
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or this building Cornerstone was laid by
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this great person and it could be other
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things like uh if you walk down the
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street in Philadelphia field trip would
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buzz and tell you right around the
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corner that's where Rocky ran up the
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steps the Rocky movie and so maybe you
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didn't know that so we have the places
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of all scenes that were filmed in public
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locations of movies and so you walk by
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them it tells you about them we have
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places of all the historic markers we
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have Historic downtown things if a
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building used to be something different
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we tell you if there's a bank in San
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Francisco if you walk by it it buzzes
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and you open it it says this is the this
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is a different B bank and what it was
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it's the one that Patty Hurst robbed
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with the simones Liberation Army so
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there's history there's news there's
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Sports facts so it's a it's a personal
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Discovery if you imagine if you took all
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the guide books to your city that ever
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were written and cut them all up and
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located them by location and then dish
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them up off your phone just for fun as
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you walk around that's what field triip
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is yes that's an Intrigue that rolls out
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day by day it started the 1st of
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November there's a website called the
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Niantic project.com and if you go there
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you'll see a day-by-day scroll of hints
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and tips about what the project is and
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today's Midway through and so we're
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about halfway through the story but it's
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also a big day because invitations are
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starting to go out for people to
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actually play the the antique product
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and and that's that's uh you know the
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lucky few are getting that and that'll
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roll out more and more over the next few
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hours and days the idea there is that
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this is something where millions or
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maybe tens or hundreds of millions of
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people can engage in something that's
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fun that's an action that involves going
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out into the real world and doing things
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that has a virtual world implications
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the way a game might but also has real
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world implications the way no game ever
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has and so we'll see that play out the
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rest of this month and over the next
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months and hopefully the next year or
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two it's something that would really be
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a joy for literally tens if not hundreds
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of millions of people absolutely if we
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can get people out of their computer
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chair out of their normal everyday
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sedentary life to explore their city and
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learn about it have a great time doing
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it and really make a difference in the
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world doing it we would love to do that
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we give people health and joy of their
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place a sense of specific Pride knowing
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more more about their city but also
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educate them about the Heritage that
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they have all around them they didn't
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know about Mantic itself was named for a
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ship a wedding ship built in in in the
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east coast that sailed around to San
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Francisco because um it was bringing
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miners 49ers to the gold rush they all
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got so excited all the crew deserted the
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ship left the ship with no crew because
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they all wanted to go become gold miners
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this ship got stuck in the mud it it
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ended up being landlocked and they built
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a hotel on top of the ship so there's a
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hull with a hotel sticking up out of the
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top of it over time that's built up even
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more and more and that's right next
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underneath the parking lot next to the
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trans americ pyramid there's a little
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sign that says under this parking lot is
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the bow of the Niantic the ship you know
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and so it's fascinating to know that but
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you would never know that and you
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wouldn't know to look at the sign either
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because it's way in the back so we
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thought all of those little facts people
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should know those in their lives we
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should bring the world to people we
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already solved the problem of taking all
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the people of the world to a map we have
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a billion users of our Maps so a billion
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people there's only a few few more than
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that online a billion people are using
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Google Maps to find out all the
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important facts of their daily life when
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they're searching we want to take the
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other times when they're not searching
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and tell them something great happened
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here and you'd like to know about
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it well we worked with uh the
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Pennsylvania state board of Tourism a
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few years ago to put all the
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Pennsylvania state historical markers in
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Google Earth so everywhere there's a
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marker you could click it put up a sign
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it would tell you this is where this
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battle happened this is the people that
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were involved this is the story of it
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click here to go to the previous battle
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click there to go to the next battle and
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what it worked but what we thought was
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what if we could tell them when they
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weren't looking for famous political
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battle locations what if we could hint
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to people something wonderful marker
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happened here something interesting
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happened here and that's that's the kind
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of thing that we want to expose people
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to and educate them about I met today
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for field trip with one of the companies
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based here in the city that provides the
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content for field trip and they're
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they're so excited to see that it's they
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they explore all the things in
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Philadelphia that are not known kind of
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like the Hidden Treasures of the city
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and they write stories about those and
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those show up in field trip so as you
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walk around the most unknown but
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fascinating things come to light I think
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doing that maybe it could bring business
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to them someday maybe you see a hundred
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wonderful things and they you can click
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to maybe get a personal tour I I don't
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know we haven't really thought about the
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commercialization of it we' thought
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about the uh basically the appeal how we
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make something um like how would Angry
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Birds be fun to play and later on you
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sell Angry Bird toys you know it's first
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it has to be fun don't worry about
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selling something make it fantastic and
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so that's where we are now we're in the
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sort of have the world fall in love and
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have romance with these products we're
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building and they make it worth their
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time and really valuable to them and
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then maybe someday we can find some
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useful way to tell you about things for
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example we could tell you the top
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restaurants if you walk by one of the
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top restaurants you could say I really
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like Swiss food and I I never get a
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chance to have swiss food when I'm here
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but if I if I tell the program that
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maybe it'll tell you when you get near
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Swiss
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restaurants well certainly none of us
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expected the tremendous popular success
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of Google Earth and Google Maps we have
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a billion users now which is a great
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responsibility all we knew is that we
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could make something Magic happen that
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all the pieces were coming into place
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that if we did them all just right like
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enough people in there with instruments
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that we could make a composition and
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Orchestra would be beautiful we we kind
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of imagined it would be beautiful we
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knew we would like it we didn't know
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that a billion people would like it but
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we're not surprised I guess it makes
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sense humans own the Earth more than
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anything else in the world it's our
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planet it's our spaceship through
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through the universe it's our it's our
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all whole race is here and so it's
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natural you'd want to really see what
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Machu Picchu looks like like and you'd
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really want to know where your
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grandmothers were grandparents lived and
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you you all these things they're more
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than just curious facts it's it's it's a
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part of your personal life and so it's
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natural people like that we're pleased
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but we're also humbled and and sort of
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amazed all at the same time it's like
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having an album and you like the music
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and now it's a Hit album and you think
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wow they like it too that's so wonderful
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you know so as far as what's next the
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big change that we had at Google over
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what anybody else had thought about
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before was the idea that a map could be
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a conversation so if you use Google
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search you kind of think not really
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talking to Google but you're kind of
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chatting with Google search saying shoes
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no bigger shoes no furry shoe you know
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you're kind of have this dialogue about
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what you really want and you don't even
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know till you see the choices and you
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finally fig I really want shoes like
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this then you see all the listings of
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the popular ones that's a conversation
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where you guided and all those
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information is available to you well we
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made a map that was a conversation like
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that when you look at something in
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Google Earth or Google Maps you see the
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place you see the roads you see the
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nearby businesses you can find out hours
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of operation you can click to zoom in to
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street view and see the front of the
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store you can get directions you get
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navigation you can you can get reviews
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for restaurants and Zagats so so you're
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really having a conversation with the
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map about places so you anticipate what
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you're going to see have confidence
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about it so so that that idea of the map
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as your partner that you can talk to in
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a sense about your interest and get ever
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better answers the more you talk the
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more you learn
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I think that was a big step over a piece
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of paper or a computer screen where you
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hit north south east and west and slid
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around I think I think
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the the conversational aspect really
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transformed what people think of maps
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that's why it has a billion users
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instead of 100,000 users that was the
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big difference the next step is that
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computers are getting smaller and
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lighter clearly everybody wears one now
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and called a mobile phone
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smartphone those phones one of their
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smartness is is that they know about
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location that's a big part of their
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smartness you you can imagine your phone
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you hit a button and said I need a cab
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all of a sudden a taxi would show up
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because the phone knows where you are
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you don't need to do anything else just
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get a taxi and it pulls up right so it
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would it would make sense that that
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relationship would become more intimate
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as the phone itself becomes more
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personal so we've explored something at
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Google called Google Glass where you
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wear um a little tiny little glasses
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with a little little screen up here and
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you can see the world and we can put
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data to that and so you could imagine
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looking around and seeing the world
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annotated if you did a search for hats
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then you you looked around you see a a
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marker that said you know W maker has
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hats or you know Macy's has hats or you
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know could that is you could have
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searched for something and we could tell
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you where it is or if you want
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directions we could guide you you don't
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have to look at anything it's just your
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your your glasses would guide you uh we
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could explore things like the phone
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knows more and more about you not like
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secret things about you but it knows
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like you like this restaurant not that
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restaurant you like to sit near the
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window not near the or orra or you know
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whatever it is so it it just
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automatically makes things work for you
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if you walk to the theater the tickets
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get bought for you you know this it
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becomes more of a of like a butler or a
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concierge the the role that the
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concierge plays in the hotel who plays
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that at home well our goal would be that
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at home your phone could be your
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concierge anything you want could just
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happen for you you take a phone take a
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picture of the restaurant and say I want
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two party table for two and you get
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there it's waiting for you you know that
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why not we love to do that for you so
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we're making the the the official
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mapping products ever more detailed ever
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more street view ever more accurate but
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also uh ever more intimate so that your
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answers are customized just for you
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