When Being a Verb is Not ​Enough:​Google wants to be YOUR Internet

http://www.pbs.org/cringely/pulpit/2007/pulpit_20070119_001510.html

I spoke recently with an old friend who is a bandwidth broker. He buys and sells bandwidth on fiber-optic networks around the world. And he told me something that I found not completely surprising, but I certainly hadn't known: Google controls more network fiber than any other organization. This is not to say that Google OWNS all that fiber, just that they control it through agreements with network operators. I find two very interesting aspects to this story: 1) that Google has acquired -- or even needs to acquire -- so much bandwidth, and; 2) that they don't own it, since probably the cheapest way to pick up that volume of fiber would be to simply buy out any number of backbone providers like Level 3 Communications.

Google loves secrecy. That they've been acquiring fiber assets hasn't been a secret, but the sheer volume of these acquisitions HAS been. Why? One thought is that it kept down the price since people didn't really know it was Google snatching up this stuff (they've done it under a number of different corporate names). But if price was the issue, then why hasn't Google just bought the companies that own the fiber? It made no sense until I scratched my head and thought a bit further, at which point it became obvious that Google wants to -- in its own way -- control the Internet. In fact, they probably control it already and we just haven't noticed.

There are two aspects to this control issue, but let's take the legal one first. If Google bought a bunch of Internet backbone providers, such a move would of course get the attention of regulators from the U.S. Department of Justice and the U.S. Federal Trade Commission, the two federal agencies charged with looking at large corporate mergers for signs of anti-competitive activity. But simply acquiring legal control of those same assets through leases and other long-term contracts doesn't trigger such an examination, though perhaps it should. By renting instead of buying, Google was able to acquire its fiber assets primarily in secret. The game was over before most of us even knew there WAS a game.

The second aspect of this is the whole idea that the game is already over for control of the Internet. I touched on this concept back in 1998 when I wrote my first column about PayPal, which at the time had been offering its core service for less than a year and already had eight million members. I wrote then that PayPal had already won the Internet payments race, which time has since showed they had. PayPal's confidence was based on analysis of its own growth. Understanding the potential range of growth, looking at the rate of subscriber acceleration, and using second derivative analysis of these data, PayPal was pretty darned sure, even back in 1998, that its competitors at the time would never be able to catch up.

Topix.net founder Rich Skrenta recently took a similar approach to argue that Google, like PayPal, has already won the game and represents to most users the face of the Internet. Skrenta (in this week's links) argues that Google's dominance of search and advertising is so profound that most competitors -- especially Yahoo -- would probably be better off NOT even attempting to compete and simply let Google handle search and advertising while Yahoo provides content. He's probably correct. Skrenta argues that even if services come along that are superior to Google's, in order to become dominant they'll have to overcome Google's brand recognition with users, which is almost impossible to do. So just being better than Google isn't enough.

All this is prelude for understanding what Google intends to actually DO with all this technology, which I have only lately begun to figure out.

I live in South Carolina, a state that I can argue qualifies as a technology backwater despite being the shrimp and grits capital of the world. Why, then, are the local business pages filled with stories about Google preparing to build massive data centers here? Google is apparently negotiating to build data centers in Goose Creek, a town not far from Charleston, where I live, in Columbia, the state capital, and a third location across the border in Georgia. To read the papers, Google might choose one or another of these locations, but according to people I have spoken with who are fairly close to the action, Google actually seems intent on building in all three locations.

Why?

Edit: Removed the full article go read the rest at:

What do you niners think? Reactions?

Good point, Adam. I edited my post.