& cplSiteName &

Google's 10-GigE Assault

Light Reading
11/16/2007
50%
50%

It is our opinion that Google (Nasdaq: GOOG) has designed and deployed home-grown 10-Gbit/s Ethernet switches as part of a secret internal initiative that was launched when it realized commercial options couldn't meet the cost and power consumption targets required for their data centers.

This decision by Google, while small in terms of units purchased, is enormous in terms of the disruptive impact it should have on 10-Gbit/s Ethernet switching equipment providers and their component supply chains. It is as if a MACHO just arrived in the Enterprise networking business and the orbits of the existing satellites have begun to shift without observers knowing why - until now.

We were watching shipments of SFP+ components for 10-Gbit/s Ethernet in the market but simply couldn't account for their end destination - sort of an optical component dark matter problem. After a great deal of investigation we have reached the following opinion:

Through conversations with multiple carrier, equipment, and component industry sources, we have confirmed that Google has designed, built, and deployed homebrewed 10-Gbit/s Ethernet switches for providing server interconnect within their data centers. This is very similar to Google's efforts to build its own server computers. Google realized that, because its computing needs were very specific, it could design and build computers that were cheaper and lower power than off-the-shelf alternatives. The decision to do so had a profound impact on server architecture and influenced the market's move to lower power density solutions that Sun Microsystems Inc. , Intel Corp. (Nasdaq: INTC), and Advanced Micro Devices Inc. (NYSE: AMD) now embrace.

It now appears that the process Google trailblazed in the server computing market will repeat itself in the enterprise switching market. Given the relative dearth of low-cost 10-GigE switching solutions, it isn't surprising to see Google revisit this approach.

Read the rest at The Nyquist Condition. — Andrew Schmitt, Nyquist Capital

(10)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Hanover_Fist
50%
50%
Hanover_Fist,
User Rank: Light Beer
12/5/2012 | 2:58:40 PM
re: Google's 10-GigE Assault
If this rumor is true, it spells serious trouble for networking manufacturers who depend on sales to Google to power their "we're #1" bragging rights.

If Google were a server manufacturer, they would be bigger than any of the current players (i.e., Dell, IBM, HP, etc...) based on their own server consumption.

If they make this transition to networking, it could seriously affect future of at least one player.
Pete Baldwin
50%
50%
Pete Baldwin,
User Rank: Light Beer
12/5/2012 | 2:58:40 PM
re: Google's 10-GigE Assault
You know, that was my first impression too. I probably shouldn't say much more on here, but I bet we're thinking about the same company.
ab320dk
50%
50%
ab320dk,
User Rank: Light Beer
12/5/2012 | 2:58:39 PM
re: Google's 10-GigE Assault
The pain....all the margin lost from the optical modules. Not just the switches.
Steve0616
50%
50%
Steve0616,
User Rank: Light Sabre
12/5/2012 | 2:58:39 PM
re: Google's 10-GigE Assault
Building their own equipment, eh.....bet they save another ton on the optics, too.
Steve0616
50%
50%
Steve0616,
User Rank: Light Sabre
12/5/2012 | 2:58:38 PM
re: Google's 10-GigE Assault
kind of reminds me of the early days of building your own computer....I bet these guys never owned a PB, Compaq, or Gateway, etc., back when everyone else was watching the Sunday newspaper ads for the best deal....they probably bought off the self parts and assembled it themselves and had three to five times the box compared to what was on the store shelves, and for half the cost....wouldn't be surprised if they probably looked at this from the very same angle....only difference now is they have enough money and scale to hire somebody to do the assembling....
metroether
50%
50%
metroether,
User Rank: Light Beer
12/5/2012 | 2:58:38 PM
re: Google's 10-GigE Assault
Success leads to arrogance, and arrogance to stupidity.
Stevery
50%
50%
Stevery,
User Rank: Light Beer
12/5/2012 | 2:58:38 PM
re: Google's 10-GigE Assault
Let's face it, a 10G box isn't exactly rocket science.

And there's still a whole lot of underemployed folks from the optical bubble with the knowledge to make it happen.
rjs
50%
50%
rjs,
User Rank: Light Beer
12/5/2012 | 2:58:37 PM
re: Google's 10-GigE Assault
Love to see someone stand up to the bullies who markup equipment by 100% to sell to a captive market! Esecially when there is no value added.

Go for it Google ....


-RJS
kd2000
50%
50%
kd2000,
User Rank: Light Beer
12/5/2012 | 2:58:29 PM
re: Google's 10-GigE Assault
If I was Google, I would be jumping into every technoglogy, considering the amount of Cash that is generated by this company every quarter..
You need have some write offs too..
Google is not service provider, they just need dumb cheap working switches!!
choochoocharley
50%
50%
choochoocharley,
User Rank: Light Beer
12/5/2012 | 2:58:29 PM
re: Google's 10-GigE Assault
>Success leads to arrogance, and arrogance to stupidity.

In regard to the switching equipment providers or google? Hopefully not Google, this is their MO, how else you going to get to "infinite bandwidth at $0 cost."
Educational Resources
sponsor supplied content
Educational Resources Archive
From The Founder
Cisco's Conrad Clemson, recently promoted to head up the company's Service Provider Apps & Platforms developments, talks to Light Reading's Founder and CEO Steve Saunders about how he's bringing cloud video, mobile and virtualization together to empower network operators.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Interviews
MWC17: 5G, Cloud RAN & More

2|21|17   |   04:35   |   (0) comments


Ovum Senior Analyst Julian Bright talks to Scott Bicheno from Telecoms.com about all things MWC, including Cloud RAN, Huawei's pitch to the industry and the road to 5G.
LRTV Interviews
MWC 2017's Key 2-Letter Terms

2|20|17   |   08:29   |   (1) comment


5G, AI, VR... these are just some of the two-letter terms that will dominate show-floor chat at MWC 2017 in Barcelona, according to these two blow-hards (a.k.a. Scott Bicheno of Telecoms.com and Light Reading's Ray Le Maistre). And then there's PB...
LRTV Interviews
Key Trends for Mobile Operators in Developing Markets

2|20|17   |   06:37   |   (0) comments


Ovum's Matthew Reed talks to Scott Bicheno from Telecoms.com about the challenges and opportunities facing mobile operators in the developing markets of Africa and the Middle East.
LRTV Documentaries
YouTube Takes on Facebook Live-Streaming

2|17|17   |     |   (0) comments


Popular 'YouTubers' will be the first to get the new service on their smartphones. You have been warned.
LRTV Custom TV
Open Source NFV/SDN Automation

2|17|17   |   05:54   |   (0) comments


AT&T ECOMP (Enhanced Control, Orchestration, Management and Policy) code is transitioning into the Linux Foundation for placement into open source. In this video, Carol Wilson provides an update on the maturation of open source ECOMP and meets with industry leaders from AT&T, Bell Canada, Orange, Linux Foundation and Amdocs to discuss what this means for the ...
LRTV Documentaries
Uber & NASA Collaborate on Flying Car Project

2|16|17   |     |   (0) comments


Is Uber for real? Well, it's hired NASA engineer Mark Moore to lead the project, and he wouldn't come cheap.
LRTV Documentaries
Zuckerberg Tries Out the Oculus Rift VR Glove

2|15|17   |     |   (0) comments


Facebook CEO shows off a new way to interact with the Oculus Rift virtual reality headset: an Oculus glove.
LRTV Custom TV
Huawei Digital Transformation Forum 2017

2|10|17   |     |   (0) comments


Here's a preview of the upcoming Huawei Digital Transformation Forum taking place in Barcelona with trending telecom topics like cloud, IoT, 5G and much more!
Telecom Innovators Video Showcase
Dan Sahar of Qwilt on Open Edge Cloud Platform

2|8|17   |   08:38   |   (0) comments


Dan Sahar, Qwilt's co-founder, sits down with Steve Saunders of Light Reading for a conversation about Qwilt's Open Edge Cloud platform and the new role of service providers in application and content delivery.
LRTV Documentaries
ZeroStack's 'Self-Driving Cloud'

2|7|17   |   01:09   |   (0) comments


Its Z-Brain tech automates day-to-day management and long-term planning for hybrid clouds.
Telecom Innovators Video Showcase
Nominum's Craig Sprosts on DNS & Cybersecurity Trends

2|7|17   |     |   (0) comments


Nominum's Craig Sprosts talks about the fast-changing landscape of cybersecurity with Steve Saunders of Light Reading. Sprosts touches on the trend of the rise of ransomwares, rivals of IoT base attacks, and mobile network security. He also discusses the realization of the importance of IoT security after a recent cyber attack that paralyzed several major ...
LRTV Documentaries
China Moves Towards Mixed Ownership of Telcos

2|1|17   |   01:10   |   (0) comments


Chinese authorities are promoting new ownership models in order to raise capital.
Upcoming Live Events
March 21-22, 2017, The Curtis Hotel, Denver, CO
March 22, 2017, The Curtis Hotel, Denver, CO
March 22, 2017, The Curtis Hotel, Denver, CO
May 15-17, 2017, Austin Convention Center, Austin, TX
May 15, 2017, Austin Convention Center - Austin, TX
June 6, 2017, The Joule Hotel, Dallas, TX
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Is the Time Right for a Cisco/Ericsson Wedding?
Ray Le Maistre, Editor-in-chief, 2/17/2017
Broadband Has a Problem on the Pole
Mari Silbey, Senior Editor, Cable/Video, 2/21/2017
Nice to See at Least One CSP Taking My Advice
Mitch Wagner, Editor, Enterprise Cloud, 2/17/2017
Charter Launches 5G Field Trials
Mari Silbey, Senior Editor, Cable/Video, 2/16/2017
RSAC 2017 in 4 Words
Curtis Franklin, Security Editor, 2/17/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading founder and CEO Steve Saunders chats with Sportlogiq CEO Craig Buntin about sports data analysis.
Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
Animals with Phones
No One Likes This Click Here
Take a hint!
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.