2017523 HowGoogleTookOvertheClassroomTheNewYorkTimes

https://nyti.ms/2raVLDR

HowGoogleTook
OvertheClassroom
Thetechgiantistransformingpubliceducationwithlowcostlaptops
and
freeapps.ButschoolsmaybegivingGooglemorethantheyaregetting.
ByNATASHASINGER MAY13,2017

CHICAGOThesixthgradersatNewtonBateman,apublicelementaryschoolhere
withaclassicredbrickfacade,knowtheGoogledrill.

Inasocialscienceclasslastyear,thestudentseachgrabbedaGooglepowered
laptop.TheyopenedGoogleClassroom,anappwhereteachersmakeassignments.
ThentheyclickedonGoogleDocs,awritingprogram,andbegancomposingessays.

Lookingupfromherlaptop,MasumaKhan,then11yearsold,saidheressay
exploredhowschoolinginancientAthensdifferedfromherown.Backthen,they
hadwoodentabletsandtheyhadtotakealloftheirnotesonit,shesaid.
Nowadays,wecanjustdoitinGoogleDocs.

ChicagoPublicSchools,thethirdlargestschooldistrictintheUnitedStates,
withabout381,000students,isattheforefrontofaprofoundshiftinAmerican
education:theGooglificationoftheclassroom.

Inthespaceofjustfiveyears,Googlehashelpedupendthesalesmethods
companiesusetoplacetheirproductsinclassrooms.Ithasenlistedteachersand
administratorstopromoteGooglesproductstootherschools.Ithasdirectlyreached
outtoeducatorstotestitsproductseffectivelybypassingseniordistrictofficials.

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AndithasoutmaneuveredAppleandMicrosoftwithapowerfulcombinationoflow
costlaptops,calledChromebooks,andfreeclassroomapps.

Today,morethanhalfthenationsprimaryandsecondaryschoolstudents
morethan30millionchildrenuseGoogleeducationappslikeGmailandDocs,
thecompanysaid.AndChromebooks,Googlepoweredlaptopsthatinitially
struggledtofindapurpose,arenowapowerhouseinAmericasschools.Todaythey
accountformorethanhalfthemobiledevicesshippedtoschools.

Betweenthefallof2012andnow,Googlewentfromaninterestingpossibility
tothedominantwaythatschoolsaroundthecountryteachstudentstofind
information,createdocumentsandturnthemin,saidHalFriedlander,formerchief
informationofficerfortheNewYorkCityDepartmentofEducation,thenations
largestschooldistrict.Googleestablisheditselfasafactinschools.

Indoingso,Googleishelpingtodriveaphilosophicalchangeinpublic
educationprioritizingtrainingchildreninskillsliketeamworkandproblem
solvingwhiledeemphasizingtheteachingoftraditionalacademicknowledge,like
mathformulas.ItputsGoogle,andthetecheconomy,atthecenterofoneofthe
greatdebatesthathasragedinAmericaneducationformorethanacentury:
whetherthepurposeofpublicschoolsistoturnoutknowledgeablecitizensorskilled
workers.

ThedirectorofGoogleseducationappsgroup,JonathanRochelle,touchedon
thatideainaspeechatanindustryconferencelastyear.Referringtohisown
children,hesaid:Icannotanswerforthemwhattheyaregoingtodowiththe
quadraticequation.Idontknowwhytheyarelearningit.Headded,AndIdont
knowwhytheycantaskGooglefortheansweriftheanswerisrightthere.

SchoolsmaybegivingGooglemorethantheyaregetting:generationsoffuture
customers.

Googlemakes$30perdevicebysellingmanagementservicesforthemillionsof
Chromebooksthatshiptoschools.Butbyhabituatingstudentstoitsofferingsata
youngage,Googleobtainssomethingmuchmorevaluable.

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Everyyear,severalmillionAmericanstudentsgraduatefromhighschool.And
notonlydoesGooglemakeiteasyforthosewhohaveschoolGoogleaccountsto
uploadtheirtroveofschoolGmail,DocsandotherfilestoregularGoogleconsumer
accountsbutschoolsencouragethemtodoso.Thismonth,forinstance,Chatfield
SeniorHighSchoolinLittleton,Colo.,sentoutanoticeurgingseniorstomake
suretheyconverttheirschoolaccounttoapersonalGmailaccount.

Thatdoesntsitwellwithsomeparents.TheywarnthatGooglecouldprofitby
usingpersonaldetailsfromtheirchildrensschoolemailtobuildmorepowerful
marketingprofilesofthemasyoungadults.

Myconcernisthattheyareworkingondevelopingaprofileofthischildthat,
whentheyhitmaturity,theyareabletocreateabetterprofile,saidDavidBarsotti,
aninformationtechnologyprojectmanagerintheChicagoareawhosedaughteruses
Googletoolsinelementaryschool.Thatisaproblem,inmyopinion.

Mr.RochelleofGooglesaidthatwhenstudentstransfertheirschoolemailsand
filestoapersonalGoogleaccount,thataccountisgovernedbyGooglesprivacy
policy.PersonalGmailaccountsmayserveads,hesaid,butfilesinGoogleDrive
areneverscannedforthepurposeofshowingads.

Google,aunitofthe$652billionAlphabet,isthelatestbigcontenderina
decadesoldbattleamongtechcompaniestohookstudentsasfuturecustomers.If
yougetsomeoneonyouroperatingsystemearly,thenyougetthatloyaltyearly,and
potentiallyforlife,saidMikeFisher,aneducationtechnologyanalystat
FuturesourceConsulting,aresearchcompany.

Googlecapturedthesenextgenerationuserssoquicklybyoutpacingitsrivalsin
botheducationalproductdevelopmentandmarketing.

In2013,whileothertechfirmsseemedlargelycontenttoselltheirexisting
consumerandbusinessofferingstoschools,Mr.Rochelle,acodeveloperofGoogle
Docs,setupateamatGoogletocreateappsspecificallyforschools.

Tospreadthosetools,JaimeCasap,Googlesglobaleducationevangelist,began
travelingaroundthecountrywithamotivationalmessage:Ratherthantoutspecific

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Googleproducts,Mr.Casaptoldeducatorsthattheycouldimprovetheirstudents
collegeandcareerprospectsbycreativelyusingonlinetools.

TeachersreallyhelpedtodriveadoptionofGoogleintheclassroom,while
AppleandMicrosoftcontinuedtoleveragetraditionalsaleschannels,saidPhillip
DiBartolo,thechiefinformationofficerofChicagoPublicSchools.

ButthatalsocausedproblemsinChicagoandanotherdistrictwhenGoogle
wentlookingforteacherstotryanewappeffectivelybypassingdistrict
administrators.Inbothcases,Googlefounditselfreinedin.

UnlikeAppleorMicrosoft,whichmakemoneyprimarilybysellingdevicesor
softwareservices,Googlederivesmostofitsrevenuefromonlineadvertising
muchofittargetedthroughsophisticateduseofpeoplesdata.Questionsabouthow
Googlemightusedatagleanedfromstudentsonlineactivitieshavedoggedthe
companyforyears.

Unlessweknowwhatiscollected,whyitiscollected,howitisusedanda
reviewofitispossible,wecanneverunderstandwithcertaintyhowthisinformation
couldbeusedtohelporhurtakid,saidBillFitzgeraldofCommonSenseMedia,a
childrensadvocacygroup,whovetsthesecurityandprivacyofclassroomapps.

Googledeclinedtoprovideabreakdownoftheexactdetailsthecompany
collectsfromstudentuseofitsservices.BramBout,directorofGoogleseducation
unit,pointedtoaGoogleprivacynoticelistingthecategoriesofinformationthatthe
companyseducationservicescollect,likelocationdataanddetailsofhowauser
usedourservice.

Mr.BoutsaidthatstudentdatainGooglescoreeducationservices(including
Gmail,CalendarandDocs)isonlyusedtoprovidetheservicesthemselves,so
studentscandothingslikecommunicateusingemail.Theseservicesdonotshow
ads,hesaid,anddonotusepersonaldataresultingfromuseoftheseservicesto
targetads.

Someparents,schooladministratorsandprivacyadvocatesbelievethatsnot
enough.TheysayGoogleshouldbemoreforthcomingaboutthedetailsitcollects

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aboutstudents,whyitcollectsthemandhowitusesthem.

IfmydaughtercamehomeandloggedontoGoogleDocsonmycomputerat
home,theyllknowitwasnowcomingfromthisaddress,saidMr.Barsotti,the
Chicagoareaprojectmanager.Ifthisistrulyforeducationalpurposes,whatistheir
businessmodelandwhydotheyneedtocollectthat?

ACampusMarketingMachine
Mr.Casap,theGoogleeducationevangelist,likestorecountGooglesemergence
asaneducationpowerhouseasastoryofluckycoincidences.Thefirstoccurredin
2006whenthecompanyhiredhimtodevelopnewbusinessatitsofficeonthe
campusofArizonaStateUniversityinTempe.

Mr.Casapquicklypersuadeduniversityofficialstoscraptheircostlyinternal
emailservice(anunusualmoveatthetime)andreplaceitwithafreeversionofthe
GmailandDocspackagethatGooglehadbeensellingtocompanies.Inone
semester,thevastmajorityoftheuniversitysapproximately65,000studentssigned
up.

AndanewGooglebusinesswasborn.

Mr.Casaptheninviteduniversityofficialsonaroadshowtosharetheirsuccess
storywithotherschools.Itcausedafirestorm,Mr.Casapsaid.Northwestern
University,theUniversityofSouthernCaliforniaandmanyothersfollowed.

ThisbecameGoogleseducationmarketingplaybook:Wooschoolofficialswith
easytouse,moneysavingservices.Thenenlistschoolstomarkettootherschools,
holdingupearlyadoptersasforwardthinkersamongtheirpeers.

ThestrategyprovedsosuccessfulinhighereducationthatMr.Casapdecidedto
tryitwithpublicschools.

Asithappened,officialsattheOregonDepartmentofEducationwerelookingto
helplocalschoolscuttheiremailcosts,saidSteveNelson,aformerdepartment
official.In2010,thestateofficiallymadeGoogle'seducationappsavailabletoits
schooldistricts.

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Thatcausedthesamekindofcascade,Mr.Casapsaid.Schooldistrictsaround
thecountrybegancontactinghim,andhereferredthemtoMr.Nelson,whorelated
OregonsexperiencewithGooglesapps.

Bythen,Googlewasdevelopingagrowthstrategyaimedatteachersthe
gatekeeperstotheclassroomwhocouldinfluencetheadministratorswhomake
technologydecisions.Thedrivingforcetendstobethepedagogicalside,Mr.Bout,
theGoogleeducationexecutive,said.Thatissomethingwereallyembraced.

Googlesetupdozensofonlinecommunities,calledGoogleEducatorGroups,
whereteacherscouldswapideasforusingitstech.Itstartedtrainingprogramswith
nameslikeCertifiedInnovatortocredentialteacherswhowantedtoestablishtheir
expertiseinGooglestoolsorteachtheirpeerstousethem.

Soon,teachersbegantotalkupGoogleonsocialmediaandinsessionsat
educationtechnologyconferences.AndGooglebecameamorevisibleexhibitorand
sponsoratsuchevents.Googlealsoencouragedschooldistrictsthathadadoptedits
toolstoholdleadershipsymposiumswhereadministratorscouldsharetheir
experienceswithneighboringdistricts.

Althoughbusinesspracticeslikeencouragingeducatorstospreadthewordtotheir
peershavebecomecommonplaceamongeducationtechnologyfirms,Googlehas
successfullydeployedthesetechniquesonasuchalargescalethatsomecriticssay
thecompanyhascooptedpublicschoolemployeestogainmarketdominance.

Companiesareexploitingtheeducationspaceforsalesandpublicgoodwill,
saidDouglasA.Levin,thepresidentofEdTechStrategies,aconsultingfirm.Parents
andeducatorsshouldbequestioningGooglespervasivenessinschools,headded,
andexamininghowthoseinthepublicsectorarecarryingthemessageofGoogle
brandingandmarketing.

Mr.BoutofGoogledisagreed,sayingthatthecompanysoutreachtoeducators
wasnotamarketingexercise.Rather,hesaid,itwasanefforttoimproveeducation
byhelpingteacherslearndirectlyfromtheirpeershowtomosteffectivelyuse
Googlestools.

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Wehelptoamplifythestoriesandvoicesofeducatorswhohavelessons
learned,hesaid,becauseitcanbechallengingforeducatorstofindwaystoshare
witheachother.

DethroningMicrosoft
AtChicagoPublicSchools,theteachercentricstrategyplayedoutalmost
perfectly.

In2012,JennieMagiera,thenafourthgradeteacherinChicago,wantedher
studentstouseGoogleDocs,whichenablesmultiplepeopletoworksimultaneously
inthesamedocument.BecausethedistrictwasntyetusingGooglesapps,shesaid,
sheindependentlysetupsixconsumeraccountsforherclass.

WewerebootleggingusingGoogleapps,Ms.Magierarecalledinaphone
interview.IjustknewIneededmykidstocollaborate,shesaid,touchingononeof
Googlesownmainargumentsforitsproducts.

ChicagoadministratorslikeLachlanTidmarsh,thentheschooldistrictschief
informationofficer,visitedMs.Magierasclassroomtoobserve.Mr.Tidmarshsaid
heconcludedthatifindividualteacherswerealreadyusingGooglesservices,the
districtshouldofficiallyadopttheplatformtomakesure,forinstance,that
youngerchildrencouldntemailwithstrangers.

Ms.Magierasadvocacycameatanidealmoment.ChicagoPublicSchoolswas
lookingtotrimthe$2millionayearitwasspendingonMicrosoftExchangeand
anotheremailserviceithadopenedbiddingforalessexpensiveprogram.

AcommitteethatincludedadministratorsfamiliarwithMicrosoft,aswellas
Ms.Magiera,reviewedpresentationsfromseveralcompanies.InMarch2012,the
districtchoseGoogle.

Microsoftexecutivesweredisappointed,saidEdwardWagner,thedistricts
directorofinfrastructureservices.Butatthattime,Mr.Wagnersaid,Microsofthad
neitherafreearrayofwebbasedproductsforschoolsonparwithGooglesnor

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Googleslevelofgrassrootsclassroomsupport.Theydidnthavetheteachersand
theprincipals,hesaid.

Quickly,though,adataprivacyandsecurityissueemerged,exposingaculture
clashbetweenGooglesbusinesspracticesandamajorschooldistrictsvalues.

Ininterviews,ChicagoadministratorssaidtheyaskedGoogletosignacontract
agreeing,amongotherthings,tocomplywiththefederalFamilyEducationalRights
andPrivacyAct.Thatlawpermitsfederallyfundededucationalinstitutionstoshare
studentspersonallyidentifiableinformationwithcertainschoolvendors,provided
thosecompaniesusethatinformationonlyforschoolpurposes.

Instead,Googleinitiallyproposedabidingbyitsowncompanypolicies,Mr.
Wagnersaid,andfollowedupbyemailinglinkstothosepoliciestermsthatthe
companycouldchangeatanytime.Ourlawyerswerealittlebitapoplecticwhen
theyweregivenlinkstosecuritythings,Mr.Wagnersaid.Idontwantalinkthat
canchange.

Mr.Nelson,theformereducationofficialinOregon,reportedsimilar
frustrationsoverstudentprivacywhenhisstatenegotiatedacontractwithGoogle.
Thatswhyittook16months,hesaid.

Mr.BoutofGooglesaidthatthetechcompanyhadalwaystakenthe
complianceneedsofoureducationusersseriously.Headdedthatevenearly
versionsofthecompanysagreementsforitseducationappshadaddressedthe
federaleducationprivacylaw.

Today,Googlesstandardagreementswithschoolsforitseducationapps
includeacommitmenttocomplywiththatlaw.

SinceadoptingGoogleapps,Chicagoschoolshavesavedabout$1.6million
annuallyonemailandrelatedcosts,adistrictspokesmansaid.

GooglethenenlistedMr.Tidmarsh,whonowworksintechnologyatahealth
carecompany,tosharehisenthusiasmbycontributingtoaGoogleblog.Inthepost,
Mr.Tidmarshdescribedcreating270,000schoolGoogleaccounts.Itwaseasilythe

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fastestandsmoothestmigrationofthisscaleIhaveeverseen,hewrote.(Hesaidhe
didnotearnafeeforthepost.)

WewerealwaysenthusiastictotelltheGooglestory,Mr.Tidmarshsaid.I
wouldliketothinkdozensofschooldistrictsswitched,basedonoursuccess.

Ms.Magiera,nowthechiefinnovationofficerforanotherdistrict,alsohelped
Googlescause.In2012,aspartofherefforttobecomeaGoogleCertifiedInnovator
ineducation,shesaid,shecameupwiththeideaofhavingChicagoPublicSchools
holdafreeconferencecalledGooglepaloozatotrainteachersonGooglestools.
Theannualevent,cosponsoredbyGoogle,nowdrawsseveralthousandeducators
fromtheChicagoarea,aswellasafewfromneighboringstates.

(Ms.Magierahassinceoccasionallyworkedasapaidspeakerforeducation
technologyorganizationsthattrainteachersonGooglestools.)

Youcanseeitradiateoutfromcertaingeographichubs,andthatisvery
deliberate,Mr.BoutsaidofGooglesgrowthstrategyforeducation.Wearetaking
averygeographicapproachbecauseweknowitworks.

ChromebooksFindanAudience
Bythen,Googlehaddevelopedasimplified,lowcostlaptopcalledthe
Chromebook.ItranonGooglesChromeoperatingsystemandrevolvedlargely
aroundwebapps,makingitcheaperandoftenfastertobootupthantraditional
laptopsloadedwithlocallystoredsoftware.

AlthoughGooglehadabusinessaudienceinmindforChromebooks,reviewers
complainedthatthedeviceswereoflimitedusewithoutinternetaccess.

Buttherewasoneinterestedaudience:publicschools.Inthefallof2011,Google
invitedschooladministratorstoitsChicagoofficetomeetMr.Casap,hopingto
interesttheminChromebooks.

Mr.Casapdidnttalktechspecs.Instead,heheldtheaudiencespellboundashe
describedthechallengeshehadfacedasaLatinostudentgrowinguponwelfareina
toughManhattanneighborhood.

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Hismessage:Educationisthegreatequalizer,andtechnologybreaksdown
barriersbetweenrichandpoorstudents.

Intheaudience,JasonMarkey,principalofEastLeydenHighSchoolin
FranklinPark,Ill.,wasconverted.StudentsinhisbluecollardistrictnearOHare
InternationalAirportfacedsimilarstruggles.Onthespot,Mr.Markeysaid,he
abandonedhispreviousplanstobuyMicrosoftWindowslaptopsfor3,500high
schoolstudents.NowhewantedChromebooksfortheminstead.

IwentuptoJaimeimmediatelyafterthepresentationandsaid,Areyouguys
readytoshipthese?Mr.Markeysaid.

ThenMr.Markeywentbacktohisdistricttoinformadministratorsand
teachersthathewantedtoorderanunprovendevicethatmostofthemhadnever
heardof.Itwasatoughannouncementtomake,heconceded.

ItwasanopportunemomentforGoogletopitchlowercostlaptopstoschools.
Districtsadministeringnewonlinestandardizedtestsneededlaptopsforstudentsto
takethemon.AndGoogleofferedarobustwayfordistrictstomanagethousandsof
computersonline:TheycouldlockChromebooksremotelysothatstudentscouldnot
searchthewebduringtests,ordisablemissingones.

Anotherattraction:TheChromebookscloudstorageapproachmadesharing
amongstudentseasier.Theycouldgainaccesstotheirdocumentsnomatterwhich
Chromebooktheyused.

Thatisoneofthebigreasonswetookoffineducation,saidRajenSheth,who
overseesGooglesChromebookbusiness.Inlessthan10seconds,astudentcan
grabaChromebookandbeoffandrunning.

TheChromebookspriceandusabilityfitneatlyintoMr.Casapsargumentthat,
forstudents,accesstotechnologywasanissueoffairness.Ididntwantustobe
vendorsinthespace,hesaidofGoogleseducationphilosophyinaninterviewlast
yearattheSXSWeduconferenceinAustin,Tex.Iwantedustobethoughtleaders,
tohaveapointofview.

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Ashespoke,agroupofstudentstroopedpastwearingpurplesuperherocapes
emblazonedwiththelogoforMicrosoftOneNote,arivalclassroomservice.Spotting
thecapes,Mr.Casapsaid,Wedontdothingslikethat.Headdeddryly,Ilove
gimmicks.

Somecritics,though,contendthattheequityargumentfortechnologyisitselfa
gimmickthatpromotesaselfservingSiliconValleyagenda:playingoneducators
altruismtogetschoolstobuyintolaptopsandapps.

Itcenterslearningontechnology,notstudents,saidMr.Fitzgerald,the
learningappanalyst.Itisaverynarrowlensonequitythatleavesoutthingslike
studentteacherratios.

(Mr.Casapsaidhewouldnotadviseschooldistrictswithdeficienciesinareas
liketeachingorstudentsupportservicestoinvestfirstinclassroomtechnology.)

Mr.Markey,theEastLeydenHighSchoolprincipal,hadanotherequity
concern.About20percentofhisstudentslackedhomeinternetaccess,hesaid.How
wouldtheydotheirhomeworkonaChromebook,whichrequiredaconnection?

Googlewasalreadyworkingonofflinecapabilities,Mr.Casapsaid,andultimately
modifieditseducationappssothatstudentscouldtaketheirworkhomeon
Chromebooks,thenuploadhomeworkthenextdayusingschoolWiFi.

Soon,somanyeducatorswerevisitingLeydentoseeitstechsetupthatthe
districtstartedanannualconferencetohostthem.Lastsummer,Mr.Casapgavethe
keynoteaddress.AndMr.Markeynowoccasionallyworksasapaidspeakerfor
EdTechTeam,acompanythatholdsGooglebootcampsforteachers.

In2016,Chromebooksaccountedfor58percentofmobiledevicesshippedto
primaryandsecondaryschoolsintheUnitedStates,upfromlessthan1percentin
2012,accordingtoFuturesourceConsulting,theresearchfirm.Googledoesnot
makemoneydirectlyfromChromebookswhicharemanufacturedbySamsung,
Acerandothercompaniesbutitdoeschargeschooldistrictsamanagement
servicefeeof$30perdevice.ChicagoPublicSchoolshasspentabout$33.5million
on134,000Chromebooks.

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IdontthinkIcaneverrememberwhenaspecificdeviceandplatformhas
takenoffsoquicklyacrossdifferentkindsofschools,saidDavidAndrade,aK12
educationstrategistatCDWG,aleadingChromebookdealer.

AMissionControlApp
In2014,GoogleseducationjuggernauthitaspeedbumpinChicagoPublic
Schools.ThecultureclashilluminatedprofounddifferencesbetweenGoogle,a
builditfirstandtweakitlaterSiliconValleycompany,andalarge,bureaucratic
schooldistrictwithstudentprotectionrulestouphold.

GooglehadhopedthatChicagowouldbecomeanearlyadopterofGoogle
Classroom,itsnewapptohelpteacherstakeattendance,assignhomeworkanddo
othertasks.InAugust2014,aGoogleteamflewtoChicagotodemoClassroomat
Googlepalooza,theschooldistrictsannualteacherconference.

ButGooglehadnotanticipatedMargaretHahn.

Atthetime,shewastheschoolsystemsdirectoroftechnologychange
management.Earlyon,shesaid,Googlehadinvitedteacherstotryaninitialversion
ofClassroom,withoutfirstcontactingtheschooldistrictstechnologyadministrators
effectivelymakingadistrictpolicydecisionfromtheoutside.NowGooglewanted
ChicagoPublicSchoolstoswitchontheappdistrictwide,shesaid,before
determiningwhetheritcompliedwithlocalstudentprotectionpolicies.

Youcantjusthandoutproductandhopeitwillworkintheclassroom,Ms.
Hahnsaid.Youhavetoworkwiththedistrictstomakesurethatyouarekeeping
thekidsandtheteacherssafe.

JimSiegl,technologyarchitectforFairfaxCountyPublicSchoolsinVirginia,the
nations10thlargestschooldistrict,reportedasimilarexperience.

HesaidthatGooglehaddirectlycontactedcertainFairfaxteacherswhohad
volunteeredtobetatestClassroom,givingthemearlyaccesstotheapp.Insodoing,
hesaid,thecompanyignoredtheGooglesettingshehadselectedthatweresupposed
togivehisdistrictcontroloverwhichnewGoogleservicestoswitchoninitsschools.

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Mr.SiegladdedthatGoogledidnottellhimwhich,orevenhowmany,Fairfax
teachersthecompanyhadenlistedtotryouttheClassroomapp.Andbythetimehe
wasabletoshutofftheapp,Mr.Sieglsaid,teachershadalreadysetupvirtual
classroomsontheserviceandstartedusingitwiththeirstudents.

HesaidhecomplainedtoGoogle.

Becauseofwhotheyareandhowsprawlingtheecosystemis,Mr.Sieglsaid,
theyareheldupandneedtomeetahigherstandardthananyothervendorschools
dealwith.

Inanemailedstatement,Mr.Boutsaidofthecompanyscoreeducation
services,Inallcases,theuseoftheseservicesistiedtotheapprovalofan
administratorwhoisresponsibleforoverseeingaschoolsdomain.

ClassroomwasthebrainchildofMr.Rochelle,whostartedGoogleseducation
appsgroup,andZachYeskel,aGoogleproductmanagerandformerhighschool
mathteacher.Theysaidtheyenvisionedtheappasakindofmissioncontrol
dashboardwhereteacherscouldmoreefficientlymanagetaskslikeassigningand
correctinghomework,freeingteacherstospendmoretimewithstudents.Tocreate
theapp,theycollaboratedcloselywithteachers.

InMay2014,Googlepostedanannouncementonline,askingforvolunteersto
betatestClassroom.Morethan100,000teachersworldwideresponded,the
companysaid,illustratingGooglespowertorapidlystokedemandamong
educators.ThatAugust,GooglemadeClassroomavailabletoschools.

Theydevelopedarealmomentumwithteachers,saidMr.Fisherof
FuturesourceConsulting.GoogleClassroomwaskeytothat.

ThatwastoofastforChicagoPublicSchools.

AdministratorstherewantedtotestClassroomfirsttomakesureitcomplied
withdistrictpoliciesandfittheirteachersneeds.Sotheysetupapilotprogram,
involvingabout275teachersandseveralthousandstudents,torunfortheentire
schoolyear.Everymonth,Ms.Hahnsaid,shecollectedteachersfeedbackandsent
ittoGoogle.

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Wewantedtohelpthemdoitright,Ms.Hahnsaid.

Oneimmediateproblemadministratorsidentified:Schoolboardpolicyrequired
employeestokeeprecordsofcyberbullyingandotherproblematiccomments.But
Classroominitiallydidnotdothat.Ifastudentwrotesomethingoffensiveanda
teacherdeletedit,therewasnoarchive.

Ittookusalongtimetogetthemtodoit,Ms.Hahnsaid.Sheadded,
Unfortunately,therewerethingsthatadistrictofoursizeneededthatGoogledid
notunderstand.

Googleeventuallyaddedanarchivingfeature.Thenextfall,theChicagodistrict
switchedonClassroom.TeacherstherelatervettedotherGoogleproducts,
effectivelybecomingatestlabforthecompany.WehavesaidtoGooglemany
times,IfitworksinChicago,itwillworkanywhere,Ms.Hahnsaid.

Mr.BoutofGoogleagreed,sayingthatChicagoPublicSchoolsoftenmademore
stringentdemandsonGooglethanotherschooldistrictsdid.

IfyoucangetitinChicago,itssortoflikeyouhavepassedalotoftests,Mr.
Boutsaid,andthenyoucanprobablygetitintoanyschoolinthecountry.

TherelationshiphasbenefitedChicagoPublicSchools,too.

In2015,thedistrictwasreelingfromascandal:TheJusticeDepartment
chargedtheChicagoPublicSchoolsformerchiefexecutiveBarbaraByrdBennett
withsteeringmorethan$23millioninnobidcontractstotwoschoolvendorsin
exchangeforkickbacks.Ms.ByrdBennettlaterpleadedguiltytoonecountofwire
fraudandwassentencedinApriltofourandahalfyearsinprison.

ThefactthatChicagoschoolswerevettingGoogleproducts,liketheClassroom
app,gaveadministratorsawelcomecounternarrativeofthedistrictsaltruistically
helpingGoogledebugitsproductsforschoolsacrossthecountry.Anditremainsa
goodstoryevenasthedistrictnowfacesafinancialcrisis.

Today,about15millionprimaryandsecondaryschoolstudentsintheUnited
StatesuseClassroom,Googlesaid.

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2017523 HowGoogleTookOvertheClassroomTheNewYorkTimes

Googlesabilitytotestitsproductsonsuchamonumentalscalehasstoked
concernsaboutwhetherthetechgiantisexploitingpublicschoolteachersand
studentsforfreelabor.Itsaprivatecompanyverycreativelyusingpublicresources
inthisinstance,teacherstimeandexpertisetobuildnewmarketsatlowcost,
saidPatriciaBurch,anassociateprofessorofeducationattheUniversityofSouthern
California.

Mr.Rochelle,theGoogleexecutive,saidthatitwasimportantforthecompany
tohavelarge,diversesetsofeducationalusersgivingfeedbackotherwiseitmight
developproductsthatworkedforonlyafewofthem.

Ourgoalistobuildproductsthathelpeducatorsandstudents,Mr.Rochelle
said.Teacherstellustheyappreciatetheopportunitytogetinvolvedearlyandhelp
shapeourproductstomeettheirneeds.

Ms.Hahn,whonowworksforthesamehealthcarecompanyasMr.Tidmarsh,
agrees.Shesaidthatschoolsweregettingsomethingsubstantiveinreturnfrom
Google,somethingtheyhadrarelyreceivedfromothertechcompanies:quick
productimprovementsthatrespondedtoteachersfeedback.

AftertheChicagoschoolstestedClassroom,shesaid,membersofGoogles
educationteamstarteddirectlycontactingherwhentheywereseekingeducatorsto
tryoutthecompanysinnovations.Theynolongerjustturnstuffon,shesaid.
Theycometousfirst.

FollowNatashaSingeronTwitter@natashanyt.

AversionofthisarticleappearsinprintonMay14,2017,onPageA1oftheNewYorkeditionwiththe
headline:HowGoogleConqueredTheAmericanClassroom.

2017TheNewYorkTimesCompany

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