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Tuesday, February 26, 2013

Yahoo Issues a Statement on Work-at-Home Ban

In a front-page article in The New York Times on Tuesday morning, Catherine Rampell and I wrote about Yahoo‘s new policy banning employees from working remotely. The company declined to comment for that article, but on Tuesday afternoon, it issued a statement about the ban against work-at-home arrangements.

“This isn’t a broad industry view on working from home,” the statement said. “This is about what is right for Yahoo right now.”

A company spokeswoman declined to elaborate on the statement, saying, “We don’t discuss internal matters.”

But based on information from several Yahoo employees, what that statement means is that Marissa Mayer, Yahoo’s new chief executive, is in crisis mode, and she believes the policy is necessary to get Yahoo back into shape.

The employees spoke anonymously because they are not allowed to discuss internal matters.

The company also seems to be trying to distance itself from the broader national debate over workplace flexibility, and from criticism that the new policy is disruptive for employees who have family responsibilities outside work.

The work ethic at Yahoo among some workers has deteriorated over time, the Yahoo employees said, and requiring people to show up is a way to keep an eye on them and re-energize the troops. If some of the least productive workers leave as a result, the thinking goes, all the better.

Some employees have abused the former policy permitting work at home to the point of founding start-ups while being on salary at Yahoo, said the Yahoo ! employees and others have worked at the company.

Several business analysts said that if work-at-home arrangements don’t work, it is generally a management problem.

Yahoo’s culture and employee morale have dissolved as it has fallen behind hotter tech companies. And, business analysts say, those are two things that are difficult to repair without having employees present in the same place.

Still, Ms. Mayer has said many times that one of her top priorities for the company is to recruit the most talented engineers and other employees. Even if requiring people to show up is the only way to repair Yahoo’s culture, it could result in losing valuable employees.

And even if Yahoo’s broader work-at-home policy needed revision, the internal memo announcing the new policy struck some as tone-deaf by implying that employees should avoid stying at home even once in a while when there are extenuating circumstances.

“For the rest of us who occasionally have to stay home for the cable guy, please use your best judgment in the spirit of collaboration,” it said.



Apple Agrees to Settle Lawsuit Over App Purchases by Children

Apple has agreed to reimburse parents whose children purchased virtual goods in mobile apps without the parents' knowledge. Apple and the plaintiffs in a lawsuit filed against the company in 2011 last week asked a judge to approve a settlement over such unauthorized "in-app purchases."

Next, 4-D Printers

Now that the promise of 3-D printing has landed on the national agenda, researchers want to increase the stakes â€" with so-called 4-D printing.

No, the printers won’t generate hypercubes. Rather, the scientists claim that their “fourth dimension” refers to time â€" as in the space-time continuum described by the mathematician Hermann Minkowski early in the 20th century. The 4-D structures are first generated by 3-D printers but then transform when activated.

“This is a whole new idea of printing, where you don’t just print static objects; you print things that turn into other things,” explained Skylar Tibbits, an M.I.T. researcher who is working on the printer collaboraton with Stratasys, an Israeli 3-D printing company. Mr. Tibbits’s research has focused on self-assembly technologies, for things ranging from toys to furniture.

The research, which was announced Tuesday at the TED Conference in Long Beach, Calif., is into what essentially resembles self-folding origami.

The structures need external activation energy to transform. Currently the early prototypes developed by Mr. Tibbits and Stratsys use water to provide that energy. The self-folding structures are first printed out as long strands made of two core materials in combination â€" a synthetic polymer that can expand to more than twice its volume in water, and another polymer that is rigid in water. By carefully combining the two materials using specific blueprints, the expansion of the water-absorbing substa! nce drives the joints to move, creating a predetermined geometrical transformation.

Mr. Tibbits currently has created two working prototypes: one that slowly snaps into the letters “M.I.T.” and another that changes into a simple cube. The speed of transformation depends on the temperature and buoyancy of the water, as well as the exact makeup of water-absorbing material.

Mr. Tibbits has been trying to create more complex and dense shapes, with limited success. “The big thing we are up against is tangling,” Mr. Tibbits said. As a result, Mr. Tibbits is trying to make precise predictions about the sequence of how the structures fold together. In many ways, the folding processes resemble basic protein formation, Mr. Tibbits noted.

Stratasys’s director of global education, Shelly Linor, says Mr. Tibbets’s research shows the potential of programmable materials in the future of manufacturing.

It lso opens up the concept of “environmental manufacturing,” in which companies can take advantage of the ambient sources of surrounding energy. Aside from water, structures could also be activated by light, heat, current or even sound, Mr. Tibbets said.

Right now the transformations happen in only one direction. Mr. Tibbets said a future step in his research would be to see if they could be reversed. If so, the systems could become self-sustaining in environments with cyclical change. For example, instead of using pumps, pipes could expand and contract, in a process resembling peristalsis, to push water.



‘In America, You Have a Right to Be Stupid,’ Kerry Says in Blunt Defense of Free Speech

In a robust defense of free speech during a meeting with young Germans in Berlin on Tuesday, Secretary of State John Kerry explained just how far the limits of tolerance extend in blunt terms. “In America,” the country’s top diplomat explained, “you have a right to be stupid.”

That remark, at a forum hosted by the U.S. Embassy in Berlin, went completely unmentioned in German newspaper and television reports on the event, but it was gleefully seized upon by Mr. Kerry’s critics back home, and bored journalists evrywhere, hungry for a gaffe.

In addition to triggering a blaring siren from the Drudge Report, Mr. Kerry’s remark quickly became fodder for the bloggers at Breitbart News and the conservative provocateur Ann Coulter.

From another part of the political spectrum, Andrew Exum, a former United States Army officer who blogs about “small wars and insurgencies” under the pen name Abu Muqawama, stood up for Mr. Kerry.

As Mr. Exum noted on Twitter, the original Reuters report that drew attention to the remark by putting it in a headline, also provided the context. Speaking in a country which values but still restricts free speech â€" Germany’s Basic Law, adopted after the defeat of the Nazi regime, still mandates a sentence of up to three years for anyone who “approves of, glorifies or justifies the violent and despotic rule of the National Socialists” in public â€" Mr. Kerry said:

We live and ! breathe t! he idea of religious freedom and religious tolerance, whatever the religion, and political freedom and political tolerance, whatever the point of view. I mean, you know, some people have sometimes wondered about why our Supreme Court allows one group or another to march in a parade, even though it’s the most provocative thing in the world, and they carry signs that are an insult to one group or another. And the reason is, that’s freedom, freedom of speech. In America you have a right to be stupid, if you want to be, and you have a right to be disconnected to somebody else if you want to be. And we tolerate it. We somehow make it through that. Now, I think that’s a virtue. I think that’s something worth fighting for.

What is important, Mr. Kerry concluded, “is to have the tolerance to say, you know, ‘You can have a different point of view.’”



Witnesses Describe Scene of Fatal Balloon Crash in Egypt

Witnesses documented the scene in Egypt where a high-altitude balloon carrying tourists burst into flames on Tuesday, describing how some managed to jump out of the passenger basket before the balloon exploded.

As my colleague David D. Kirkpatrick wrote, at least 18 people were killed and three were injured. He quoted Egyptian state media as saying the pilot had been pulling a rope to stabilize the balloon as it landed in a field of sugar cane near the southern city of Luxor. A gas hose ripped, the fire began and the pilot and two passengers reportedly jumped from the burning balloon before it soared back up into the air and burst into flames.

An American photographer, Christopher Michel, was on a balloon trip nearby and linked his @chrismichel Twitter feed to a series of serene shots of the balloons above Luxor before the accident, but none of the burning balloon itself, which he said in an interview with The Telegraph was because the balloon carrying him and other tourists landed in an isolated area.

“I heard the explosion just prior to our landing,” he said. “I saw smoke.” He said over the subsequent hour they started to realize there had been fatalities.

Mr. Michel said he was allowing news organizations free access to his photographs.

Other witnesses described the scene and material posted on social media showed the wreckage, like this footage from Youm 7 of Egypt.

Video Youm 7 footage of the crash scene.

Mahmoud Mohamed Salem, an Egyptian man, took photographs of the crash scene, showing remnants of the balloon and the covered remains of victims, and posted them on his Twitter account, while his Facebook photographs showed the recovery efforts. He described what some of the local workers saw in a France 24 report:

The field workers that are in my photos saw the hot air balloon suddenly explode, and saw passengers jump out of the basket. Someone! from the! company that organized the ride told me that a British person had survived. Firefighters arrived very quickly, as well as the governor of Luxor. Many people came to help get the bodies out of the fields.

Hot air balloon accidents in Egypt have been documented before in videos and in this report in the Daily Telegraph in 2009.

Follow Christine Hauser on Twitter @christineNYT.



Intel’s Big Data Push

As its mainstay business of equipping personal computers slows down, the Intel Corporation is scrambling for new ways to kick-start semiconductor sales. The company has financed development of new kinds of laptops, an effort that has been unsuccessful so far, and invested in Internet-based television. Now the chip maker is eyeing the boom in Big Data.

On Tuesday Intel announced that it is releasing a new version of the Hadoop software system, which is an open source software product used to organize and crunch through much of the information used in Big Data analysis. Data relating to people’s activity on the Internet, information collected from sensors and other kinds of so-called unstructured data are commonly put through Hadoop.

While Hadoop is open source, several variants of its â€frameworks” have been created in the past several years. Intel hopes its version will be the easiest to use, with software and software development tools that will enable lots of nontechnical companies to do Big Data projects. If Intel can popularize data analysis initiatives at companies that do not have big, specialized teams of analysts, more computer servers will be dedicated to such analysis, and Intel can sell a lot more chips.

“Intel is committed to contributing its enhancements made to use all of the computing horsepower available to the open source community,” said Boyd Davis, vice president and general manager of Intel’s Data Center Software division, in an announcement. The product would be useful, he said, “in so many ways, from pinpoint accuracy in predicting severe weather to developing customized treatments for terminal diseases.”

Whether it is useful for Intel’s bottom line remains to be seen. Certainly, the company faces a lot of competition from purveyors o! f other versions of Hadoop.

Many of Intel’s competitors are also making announcements this week, because a large conference on Big Data is going on in Silicon Valley. On Monday EMC’s Greenplum data analysis division released its own version of Hadoop, which it said could process data queries 100 times faster than previous databases. Another Hadoop purveyor, Hortonworks, announced a version that works on Microsoft’s Windows operating system.



Tinder, a Dating App With a Difference

At first glance, Tinder, a new mobile dating application, doesn’t seem much different from the dozens of other dating apps that are already out there, promising to help you meet nearby singles.

After signing up and setting their gender, location and sexual orientation, users swipe through profile pictures, tapping a green heart when they like what they see and pressing a red “x” when they don’t. Any time a user “likes” a member who has also liked him or her back, the application declares a match and introduces the two in a private chat room where they can warm each other up, exchange info and arrange to meet.

But there’s something about Tinder’s simple, flirty interface that is undeniably fun. It combines the sleazy appeal of rating profiles, popularized by Hot-or-Not, and the excitement of apps like Grindr that let people browse photos of people nearby who are eager to meet up, and rolls it into a simple and lightweight application that is easy to use while waiting in line at the grocery store and fun to show off to friends at a party. Although the application requires connecting through Facebook â€" typically a turnoff for people who don’t want to accidentally see the profiles of their colleagues or worry about embarrassing notifications popping up on their Timeline â€" it is cleverly discreet. The application, which uses Facebook data to match singles, tends to show users only friends of friends, avoiding potentially awkward run-ins, and it does not publish anything to members’ Facebook pages.

Tinder, which was introduced as an iOS application in October, appears to be picking up steam. Its founders say the application is downloaded more than 20,000 times each day and to date they’ve made 20 million matches through the service. Tinder’s creators declined to ! say how many people were using the application, but AppData, a third-party service that tracks app activity, estimates that Tinder has around half a million monthly active users.

The mobile application was born out of Hatch Labs, an incubator financed by IAC/InterActiveCorp, and became a stand-alone company in January. Its founders, who live in Los Angeles and are financially backed by IAC, first seeded the application across college campuses, including their alma mater, the University of Southern California, which means most of their users are of college age, although the average age of a Tinder user creeps as high as 27, according to the company.

The application is clearly addictive â€" more than 1.5 billion profiles have been rated, or ranked, to date â€" but it’s not certain that those interactions lead to meeting and eventually dating. At best, it’s an icebreaker.

“It helps you get to know the people aroud you, but limits conversations until you’re actually interested,” said Sean Rad, the chief executive. Mr. Rad, who also founded Ad.ly, which connects celebrities with brands and advertisers, started the company with Justin Mateen, Jonathan Badeen and Christopher Gulczynski

Mr. Mateen said that 70 percent of Tinder users who were matched began chatting through the application. But it’s hard to say how many of those people are meeting up, he admitted, since Tinder doesn’t follow up with its users after they are paired. But the company says the main purpose of the app is most important.

“It solves the problem of helping you get acquainted with new people you want to know,” Mr. Rad said.



Gates, Zuckerberg, Other Tech Icons Promote Youth Coding in New Film

A new nonprofit seeking to rally interest among children, parents and schools in computer programming is getting help from some big guns in the tech industry, including the founders of Microsoft, Facebook and Twitter.

Microsoft’s Bill Gates, Facebook’s Mark Zuckerberg and Jack Dorsey of Twitter and Square are among the tech icons appearing in a short movie being released Tuesday by Code.org, the new nonprofit that wants to make programming classes more widely available in schools.

The organization, founded by Hadi Partovi, a tech entrepreneur and startup adviser and investor, is part of an intensifying effort among technology companies to address a serious shortfall in programming talent. Few schools offer programming classes. Code.org is encouraging people to sign a petition on its Web site stating that every student should have an opportunity to learn to code, and to use that response t! o advocate for greater availability of computer science classes in schools.

Many of the luminaries in the movie describe their first crude programming efforts and attempt to demystify the discipline by comparing it to other interests that students more commonly pursue. “It’s really not unlike playing an instrument or playing a sport,” Drew Houston, the chief executive and cofounder of Dropbox, says in the movie. “It starts out being very intimidating but you kind of get the hang of it over time.”

Mr. Partovi went outside nerd circles to add cachet to programming. The movie features the professional basketball player Chris Bosh of the Miami Heat, who took programming classes as a student, and Will.i.am, the music producer and Black Eyed Peas frontman. “Here we are, 2013, we all depend on technology to communicate, to bank, and none of us know how to read and write code,” Will.i.am says in the film. “It’s important for these kids, right now, starting at 8 years old, to read and rite code.”

Code.org also secured endorsements for youth programming from a much broader group of celebrities from politics, business and education, including Bill Clinton, Eric Schmidt of Google, Randi Weingarten of the American Federation of Teachers and the theoret! ical phys! icist Stephen Hawking.

Mr. Partovi said Microsoft has provided financial support to show the film in Regal movie theaters as an advertisement for a week starting this Friday. Mr. Zuckerberg will promote it to his Facebook followers and Google will feature it on YouTube, Mr. Partovi said.



Gates, Zuckerberg, Other Tech Icons Promote Youth Coding in New Film

A new nonprofit seeking to rally interest among children, parents and schools in computer programming is getting help from some big guns in the tech industry, including the founders of Microsoft, Facebook and Twitter.

Microsoft’s Bill Gates, Facebook’s Mark Zuckerberg and Jack Dorsey of Twitter and Square are among the tech icons appearing in a short movie being released Tuesday by Code.org, the new nonprofit that wants to make programming classes more widely available in schools.

The organization, founded by Hadi Partovi, a tech entrepreneur and startup adviser and investor, is part of an intensifying effort among technology companies to address a serious shortfall in programming talent. Few schools offer programming classes. Code.org is encouraging people to sign a petition on its Web site stating that every student should have an opportunity to learn to code, and to use that response t! o advocate for greater availability of computer science classes in schools.

Many of the luminaries in the movie describe their first crude programming efforts and attempt to demystify the discipline by comparing it to other interests that students more commonly pursue. “It’s really not unlike playing an instrument or playing a sport,” Drew Houston, the chief executive and cofounder of Dropbox, says in the movie. “It starts out being very intimidating but you kind of get the hang of it over time.”

Mr. Partovi went outside nerd circles to add cachet to programming. The movie features the professional basketball player Chris Bosh of the Miami Heat, who took programming classes as a student, and Will.i.am, the music producer and Black Eyed Peas frontman. “Here we are, 2013, we all depend on technology to communicate, to bank, and none of us know how to read and write code,” Will.i.am says in the film. “It’s important for these kids, right now, starting at 8 years old, to read and rite code.”

Code.org also secured endorsements for youth programming from a much broader group of celebrities from politics, business and education, including Bill Clinton, Eric Schmidt of Google, Randi Weingarten of the American Federation of Teachers and the theoret! ical phys! icist Stephen Hawking.

Mr. Partovi said Microsoft has provided financial support to show the film in Regal movie theaters as an advertisement for a week starting this Friday. Mr. Zuckerberg will promote it to his Facebook followers and Google will feature it on YouTube, Mr. Partovi said.



Nokia Unveils Low-Priced Phones Amid Intensifying Global Competition

Nokia Unveils Low-Priced Phones Amid Intensifying Global Competition

BARCELONA, Spain â€" Nokia, the former cellphone leader, on Monday introduced two new low-priced basic cellphones and two lower-priced versions of its flagship Lumia Windows smartphone in an effort to once again regain sales in the low end of the fast-growing market.

Nokia hopes the four new phones â€" the Lumia 720, Lumia 520, Nokia 301 and Nokia 105 â€" will help it maintain and perhaps build on its position as the No. 2 maker of cellphones worldwide behind Samsung and fend off challenges by two Chinese manufacturers, Huawei and ZTE, analysts said.

Stephen Elop, the Nokia chief executive, said the new, lower-priced Lumia handsets would give the company a full array of smartphones it had been lacking.

“These are less expensive devices, but they will move in much larger volumes,” Mr. Elop, a former Microsoft executive, said in an interview.

The Lumia 520, selling in Europe for 139 euros, or about $183, and $179 in the United States, is priced 25 percent lower than Nokia’s least expensive smartphone, the Lumia 620.

“I think that with the Lumia 520, Nokia is really going to take the Windows 8 operating system to a much bigger, mass market,” said Pete Cunningham, an analyst at Canalys, a research firm in Reading, England. “I would expect their volumes of Lumia shipments to now start increasing slowly, but they still have a way to go.”

Nokia lost its position as the top seller of cellphones to Samsung Electronics last year. Nokia’s market share slipped to 17.9 percent from 24 percent during 2012, according to the market research firm IDC. Samsung’s share grew to 23 percent and Apple ended the year in third place at 9.9 percent, followed by ZTE, with 3.6 percent, and Huawei, with 3.3 percent.

The new handsets, which the company introduced at the Mobile World Congress industry trade show in Barcelona, reinforced Nokia’s strategy of aiming at the lowest-priced but fastest-growing segment of the market. The Nokia 105, the company’s new basic, entry-level phone, will sell for 15 euros, about $20. “Nokia is targeting the right end of the market with new, inexpensive phones,” said Francisco Jeronimo, an analyst with IDC in London. “This is where the growth is.”

In 2012, the global market for cellphones that cost $250 or less grew by 99 percent from 2011, and accounted for more than half of all cellphones sold worldwide, according to IDC.

The upper-end segment of smartphones costing more than $250 grew by only 23 percent during the same period. Nokia, the global market leader in smartphones as late as 2007 before Apple produced its first iPhone, has done poorly in the upper segment of smartphones. It trailed the likes of BlackBerry, LG and Motorola with a roughly 4 percent market share in the fourth quarter, according to IDC. Huawei, No. 3, and ZTE, No. 5, each sold more than twice as many smartphones as Nokia.

This year, for the first time, more consumers around the world will buy a smartphone than a simple, basic cellphone, according to IDC.

Mr. Elop said Nokia was committed to making some of Lumia’s unique features, like digital lenses that allow users to enhance their own photos, available throughout the entire Lumia lineup, instead of reserving the most advanced features for the most expensive handsets.

The Nokia-Microsoft alliance that was announced two years ago, Mr. Elop said, is gaining momentum. He dismissed the possibility that the company would eventually abandon its software partnership with Microsoft and adopt another operating system, like the Android system made by Google.

“There’s no doubt in my mind that that was the right decision,” Mr. Elop said about choosing Microsoft. The alliance with Microsoft, the world’s largest software maker, has set Nokia apart from handset makers relying on Android, Mr. Elop said, preserving an identity and edge for Nokia and its products.

With the Lumia line of smartphones expanding, Nokia can increasingly sell Microsoft phones to businesses, which may already be reliant on Microsoft Windows and e-mail services in their operations, Mr. Elop said.

“Being able to bring those all together, I think, is a very powerful force,” he said. “And it’s something that’s just beginning.”

Nokia sold 4.4 million Lumia smartphones in the fourth quarter, up from 2.9 million in the third quarter. Mr. Elop declined to say how Lumia sales had developed in the first two months of the year. But he suggested that the three new handsets introduced over the last three months would help sustain sales momentum.

A version of this article appeared in print on February 26, 2013, on page B3 of the New York edition with the headline: Nokia Aims New Phones At Lower-Priced Market.

Mapping Out the Path to Viral Fame

Mapping Out the Path to Viral Fame

‘Contagious: Why Things Catch On,’ by Jonah Berger

How has the Korean pop star Psy’s wacky horse-dance video, “Gangnam Style,” managed to rack up more than 1.3 billion views on YouTube Why did a 30-minute video by a small nonprofit group calling for the capture of the Ugandan warlord Joseph Kony become a media sensation, racing across Twitter and Facebook eventually to snag the top spot on Unruly Media’s list of the 20 most shared ads on social media in 2012

CONTAGIOUS

Why Things Catch On

By Jonah Berger

244 pages. Simon & Schuster. $26.

Jonah Berger

Readers might suppose that Jonah Berger’s new book, “Contagious: Why Things Catch On,” would shed light on these famous cases of viral content. They would be wrong. He does not explain either case. “Contagious” does provide some interesting insights into factors that can help make an idea, a video, a commercial or a product become infectious, but it’s a book that remains heavily indebted to Malcolm Gladwell’s 2000 best seller, “The Tipping Point,” and Chip Heath and Dan Heath’s 2007 book, “Made to Stick: Why Some Ideas Survive and Others Die.”

Mr. Berger, an assistant professor of marketing at the Wharton School at the University of Pennsylvania, acknowledges that Chip Heath was his mentor in graduate school, and his book includes some prominent echoes of “Made to Stick,” including a similar Halloween-orange cover. Although Mr. Berger emphasizes the part of the equation dealing with why things go viral, many of his central arguments owe a decided debt to the Heaths’ observations about “stickiness.”

They argued that sticky ideas and products tend to be simple, unexpected and credible, with concrete details, an emotional undertow and a memorable story line. Mr. Berger, for his part, asserts that six principles help make things go viral: social currency (making people feel that they are cool insiders); triggers (everyday reminders of an item or idea); emotional resonance (making people want to share the experience with friends); observability (that is, a highly visible item advertises itself); usefulness (people like to share practical or helpful information); and storytelling (embedding a product or an idea in a narrative enhances its power).

A study he conducted of the most e-mailed articles in The New York Times, Mr. Berger says, showed that pieces about health and education were highly shared because of their usefulness (“Advice on how to live longer and be happier. Tips for getting the best education for your kids”) and that science articles tended to go viral because they “frequently chronicle innovations and discoveries” that evoke a feeling of awe in readers.

As Mr. Berger tells it, awe (like amusement and anger) creates a state of “physiological arousal” that goads people to take action â€" which apparently means, in our Internet age, forwarding a link to an article or a video.

Mr. Berger seems intent here on giving readers advice about how to create viral products â€" he is, after all, a professor of marketing â€" and he’s unfortunately adopted a ham-handed PowerPoint approach to selling his arguments. He cites studies with dubious metrics (how, for example, do you score newspaper articles “based on how much awe they evoked”); repeats things over and over, as if sheer repetition would create a kind of stickiness; and uses awful, gobbledygook terms like “self-sharing,” “inner remarkability” and “the urgency factor.”

Many of the observations in “Contagious” are pretty obvious to even the most casual social anthropologist. That scarcity or exclusivity can “help products catch on by making them seem more desirable” is well known to anyone who’s looked at Gilt Groupe’s business model or had a hard time locating a McDonald’s McRib sandwich. And the notion that good storytelling implants memories in listeners’ minds has been known, well, since the time of Homer.

“Contagious” is at its most engaging when Mr. Berger is looking at specific case studies. He writes that Steve Jobs debated whether the Apple logo on the cover of an open laptop should be right-side up for the user of the computer or right-side up to onlookers, and eventually decided that “observability” to the world was more important and “flipped the logo.” He notes that distinctiveness makes for products that advertise themselves â€" whether it’s clothing logos (like Nike’s swoosh, Lacoste’s crocodile or Ralph Lauren’s polo player); the distinctive tubular Pringles can; or Christian Louboutin’s nail-polish-bright, red-soled shoes.

In another chapter Mr. Berger reports that NASA’s Mars Pathfinder project bolstered the sales of Mars bars simply by acting “as a trigger that reminded people of the candy,” and that Cheerios gets more word of mouth than Disney World (even though the Magic Kingdom is presumably a more interesting topic) because so many more people eat the cereal every day than go to Disney World. Contrary to conventional wisdom, he says, interesting does not always trump boring.

“Contagious” is rarely boring, but it’s too derivative and too clichéd to be genuinely interesting.

A version of this review appeared in print on February 26, 2013, on page C1 of the New York edition with the headline: Mapping Out The Path To Viral Fame.

Connecting the Neural Dots

Connecting the Neural Dots

Michael Nagle for The New York Times

Rafael Yuste, a neuroscientist at Columbia, wants to start by mapping a mouse brain.

In setting the nation on a course to map the active human brain, President Obama may have picked a challenge even more daunting than ending the war in Afghanistan or finding common ground with his Republican opponents.

In more than a century of scientific inquiry into the interwoven cells known as neurons that make up the brain, researchers acknowledge they are only beginning to scratch the surface of a scientific challenge that is certain to prove vastly more complicated than sequencing the human genome.

The Obama administration is hoping to announce as soon as next month its intention to assemble the pieces â€" and, even more challenging, the financing â€" for a decade-long research project that will have the goal of building a comprehensive map of the brain’s activity.

At present, scientists are a long way from doing so. Before they can even begin the process, they have to develop the tools to examine the brain. And before they develop tools that will work on humans, they must succeed in doing so in a number of simpler species â€" assuming that what they learn can even be applied to humans.

Besides the technological and scientific challenges, there are a host of issues involving storing the information researchers gather, and ethical concerns about what can be done with the data. Also highly uncertain is whether the science will advance quickly enough to meet the time frames being considered for what is being called the Brain Activity Map project.

Many neuroscientists are skeptical that a multiyear, multibillion dollar effort to unlock the brain’s mysteries will succeed.“I believe the scientific paradigm underlying this mapping project is, at best, out of date and at worst, simply wrong,” said Donald G. Stein, a neurologist at the Emory University School of Medicine in Atlanta. “The search for a road map of stable, neural pathways that can represent brain functions is futile.”

The state of the art in animal research is to sample from roughly a thousand neurons simultaneously. The human brain has between 85 and 100 billion neurons. “For a human we must develop new techniques, and some of them from scratch,” said Dr. Rafael Yuste, a neuroscientist at Columbia who has pioneered the use of lasers to measure the activity of neurons in the cortex of mice.

An article last year in the journal Neuron described a possible path toward mapping the active human brain. The article, signed by six prominent scientists, proposes that the project begin with species that have brains with very small numbers of neurons and then work toward increasingly complex animals.

The scientists cited the worm C. elegans, which to date is the only animal for which there is a complete static map, or “connectome.” That worm has just 302 neurons with 7,000 connections. The authors propose moving on to the Drosophila fly, which has 135,000 neurons; the zebra-fish, with roughly one million neurons; the mouse; and then the Etruscan shrew, the smallest known mammal, whose cortex is composed of roughly a million neurons.

But the leap to the human brain is so enormous that one of the scientists who has participated in planning sessions, the neuroscientist Terry Sejnowski from the Salk Institute, has called the challenge “the million neuron march.”

While the researchers have proposed a wide range of technologies that might be applied to the problems, many of them are still prototypes or speculative. Some of them, like nano-robots being designed at places like the Wyss Institute laboratory at Harvard, seem like they are straight from “Fantastic Voyage,” the 1966 movie that imagined the ability to shrink submarines and humans â€" specifically, Raquel Welch â€" for journeys through the human body.

Moreover, many technologies now used to sample human brain activity at high resolution require opening the skull, dramatically restricting what is possible. Progress is being made using those available techniques, but only at a basic level.

Still, last week in the journal Nature a group of neurosurgeons at the University of California, San Francisco, reported significant new insights into mechanisms of the language function of the human brain. That research, which was conducted with permission from three people who had severe epileptic seizures, involved installing a dense sensor mesh of electrodes on the surface of their brains. The 264 electrodes each sampled from an area that might encompass as many as millions of neurons, according to Dr. Edward F. Chang, a neurosurgeon who led the team.

Although the sensor’s resolution was crude, it was four times more powerful than what has been used until now. It revealed how the speech centers in the human cortex control the larynx, tongue, jaw, lips and face, all of which are involved in making the sounds that constitute human speech.

“I don’t think this was a major technological innovation,” Dr. Chang said. “But it demonstrates the power of even incremental advances, and shows how they can have a major impact on what we can understand.”

The goal of the University of California group is ultimately to gain enough understanding of the speech mechanism in the brain to be able to develop sophisticated prosthetics, making it possible for victims of paralysis or stroke to speak.

It is that potential â€" and more â€" that has excited scientists, and generated pressure for a multibillion dollar effort to develop a human brain activity map, backed by the United States government, in partnership with research foundations and institutions.

The project’s roots lie in a small scientific conference in London in September 2011.

The meeting had been organized by Miyoung Chun, a molecular biologist who is vice president of scientific programs at the Kavli Foundation. Its goal was to gather some of the world’s best neuroscientists and nano-scientists and figure out how they might work together, according to Ralph J. Greenspan, a molecular biologist at the University of California, San Diego, who attended the conference.

For two days the scientists mostly “talked at each other,” he recalled. Then George M. Church, a Harvard molecular geneticist who helped start the original Human Genome Project in 1984, said, “All right I’ve heard all of you say what you can do, but I haven’t heard anyone say what you really want to do.”

“I want to be able to record from every neuron in the brain at the same time,” Dr. Yuste replied.

In the next year, two white papers calling for a concerted and heavily funded national effort were published. Cristof Koch and R. Clay Reid, of the Allen Institute of Brain Science in Seattle, proposed mapping the mouse brain completely. And in June, six scientists, including Dr. Yuste, Dr. Church, Dr. Greenspan and Dr. Chun, wrote the Neuron paper.

Last fall when Thomas A. Kalil, the deputy director of the White House Office of Science and Technology Policy, encountered a group of neuroscientists at a conference, the idea of a broad multiagency government project took hold.

The scientists acknowledge that, beyond the scientific hurdles, the Brain Activity Map project faces significant technical challenges.

At a meeting in Pasadena, Calif., on Jan. 17 to explore the data storage needs of the proposed mapping project, computer scientists, neuroscientists and nanoscientists concluded that it would require three petabytes of storage capacity to capture the amount of information generated by just one million neurons in a year.

There are one million gigabytes in a petabyte. The Large Hadron Collider in Geneva generates about 10 petabytes of data annually. If the brain contains between 85 and 100 billion neurons, that means that the complete brain generates about 300,000 petabytes of data each year.

One facet of the project certain to create controversy is that the scientists are also developing technologies that manipulate neurons, raising the specter not just of mind reading, but mind control. The scientists argue that it is in controlling neurons that they can gain valuable information on brain function.

This article has been revised to reflect the following correction:

Correction: February 25, 2013

An earlier version of this article misspelled the given name of a scientist at the Allen Institute of Brain Science in Seattle. He is Christof Koch, not Kristof.

A version of this news analysis appeared in print on February 26, 2013, on page D1 of the New York edition with the headline: Connecting the Neural Dots.