Light Reading
As it did with servers, Google goes DIY with 10-GigE switches – with implications for systems and component vendors alike

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
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 Beer
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 Beer
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."
Flash Poll
From The Founder
Is your network built on 'The Old IP,' or are you part of 'The New IP' revolution?
LRTV Huawei Video Resource Center
Innovating Access Technology With G.fast

10|1|14   |   3.42   |   (0) comments


Exploring the potential of G.fast technology from the point of view of the Broadband Forum, Huawei – and an end-user.
LRTV Documentaries
A Cultural Shift for an OTT World

9|26|14   |   01:41   |   (3) comments


Telcos need to embrace a new approach to partnerships if they are to generate extra revenues quickly and give customers what they want.
LRTV Documentaries
New Skills Needed as Telecom, IT Collide

9|26|14   |   4:07   |   (1) comment


As telecom and IT collide, new technologies are emerging, new skills are needed and new opportunities for women are arising.
UBB Forum News
Do IP Networks Need An Overhaul?

9|25|14   |   02:01   |   (0) comments


As traffic levels ramp, do IP networks need new technologies and topologies?
LRTV Documentaries
Sprint Wields Its Influence in the Valley

9|25|14   |   3:09   |   (11) comments


Anne-Louise Kardas, Sprint's connection to startups in the Valley, explains how telcos can be innovative and find new opportunities with partners.
LRTV Documentaries
SDN, NFV & The Future of XO's Network

9|25|14   |   3:47   |   (1) comment


XO Communications COO Don MacNeil explains how cloud, SDN and NFV are altering its network requirements as well as changing data centers of the future.
UBB Forum News
The OTT Conundrum

9|24|14   |   01:39   |   (0) comments


What is holding back prosperous partnerships between telcos and the OTT players?
LRTV Documentaries
Putting Broadband to Work

9|24|14   |   01:26   |   (0) comments


High-speed broadband network rollout is key to telco strategies, but it's what happens after the network is built that counts.
Light Reedy
Light Reading's Women in Telecom Recap

9|24|14   |   0:55   |   (4) comments


Our first Women in Telecom breakfast was a huge success, and we hope you'll join us in London for the next event on November 6.
UBB Forum News
Monetizing Ultra-Broadband

9|24|14   |   01:43   |   (2) comments


Ultra-broadband networks need to be built, with fiber-to-the-premises the ultimate goal, but they need to be monetized, too.
LRTV Huawei Video Resource Center
Sales Director of INIT on Plug & Play Switch Devices

9|19|14   |   3:21   |   (0) comments


INIT Italy uses both the Huawei S5700 and S7700 series switches for the campus LAN environment. Sales Director Andrea Curti says their company chose these Huawei devices over others because of their performance, flexible scalability and plug-and-play features.
LRTV Huawei Video Resource Center
Saudi Arabia Upgrades Vocational Training System

9|19|14   |   3:31   |   (0) comments


The Technical and Vocational Training Corporation (TVTC) has 100,000 students, 150 government-owned institutions and oversees 1000 private institutes. The CIO of TVTC explains that Huawei devices have allowed them to manage multiple datacenters using just one software program, scientifically tracking the progress of students and teachers, saving them millions.
Upcoming Live Events
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
Half of the world's population will be connected to the Internet by 2017, but not just by smartphones and desktops.
Hot Topics
Facebook Pokes Around LTE Direct
Sarah Reedy, Senior Editor, 9/25/2014
Is Redbox Instant Shutting Down?
Mari Silbey, Independent Technology Editor, 9/30/2014
Sprint Wields Its Influence in the Valley
Sarah Reedy, Senior Editor, 9/25/2014
US Ignite Cultivates Gigabit Apps
Jason Meyers, Senior Editor, Utility Communications/IoT, 9/25/2014
Comcast Turns Off Streampix
Mari Silbey, Independent Technology Editor, 9/26/2014
Like Us on Facebook
Twitter Feed