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
Wagner’s Ring
Data Centers Drive Telcos Into the Future

8|28|14   |   2:20   |   (2) comments


Data centers are at the heart of key trends driving telecom -- network virtualization, the drive for increased agility, and the need to compete with OTT providers.
LRTV Custom TV
Why SPs Should Consider Cisco's EPN

8|27|14   |   5:40   |   (0) comments


Sultan Dawood from Cisco discusses Cisco's EPN, which enables SPs to build agile and programmable networks delivering new network virtualized services using Cisco's Evolved Services Platform (ESP).
LRTV Huawei Video Resource Center
Huawei’s Showcase @ Big Telecom Event 2014

8|26|14   |   2.56   |   (0) comments


SoftCOM is Huawei's framework for telecom business and network transformation. Haofei Liu, Solution Marketing Manager, Carrier Business Group, Huawei, showcases Huawei's SoftCOM architecture in this video.
LRTV Huawei Video Resource Center
Huawei @ BTE 2014: Director of Integrated Solutions on SoftCOM & NFV Monetization

8|26|14   |   4.43   |   (0) comments


Libin Dai, Director of Integrated Solutions, Carrier Business Group, discusses Huawei's SoftCOM and NFV monetization. Huawei believes that NFV monetization should be service-driven rather than network-driven, and that operators should have network transformation, service transformation and a compatible and collaborative ecosystem in place in order to deploy NFV.
LRTV Huawei Video Resource Center
Huawei @ BTE 2014: Director of US NFV Lab on CloudEdge & the Future of NFV

8|26|14   |   4.06   |   (0) comments


Sean Chen, Director of US NFV Lab at Huawei, discusses Huawei's new approach to NFV in open collaboration. Huawei believes that through Proof of Concept tests, it could help operators learn and communicate with the industry more effectively. Sean believes that successful implementation of NFV should have its values reaching to end users and discusses how Huawei's ...
LRTV Huawei Video Resource Center
Huawei's Highlights @ Big Telecom Event 2014

8|26|14   |   3.34   |   (0) comments


At the Big Telecom Event in Chicago Huawei showcases its high-level strategy, the SoftCOM architecture, which helps operators reduce the cost of ownership of their network infrastructure and generate additional revenue in the ICT service environment. Huawei showcases over 30 pilot programs from across the globe, focusing on the industry-leading commercial ...
LRTV Custom TV
VeEX – Live from the Show

8|21|14   |   5:58   |   (0) comments


An overview of VeEX Test and Measurement solutions including TX300S multi-service test set with VeExpress cloud-based management system, UX400 universal modular platform supporting 100G testing, and the redesigned RXT modular platform.
LRTV Custom TV
Transitioning CE 2.0 Networks Into the SDN & NFV Era With Telco Systems

8|19|14   |   5:19   |   (0) comments


Telco Systems' Ariel Efrati (CEO) and Moshe Shimon (VP of Product Management) discuss virtualization and how the company's new Open Metro Edge solution utilizes the SDN and NFV concepts to accelerate and orchestrate service delivery through its innovative product portfolio and software applications.
LRTV Custom TV
NFV Myths: Is NFV Still Several Years Away?

8|11|14   |   1:13   |   (0) comments


Some say that NFV (network functions virtualization) is still several years away from being implemented on mobile operator networks. This isn't the case. Operators can get started on their paths to NFV now, as this short video from Skyfire shows.
LRTV Custom TV
A New Security Paradigm in SDN/NFV

7|28|14   |   02:54   |   (0) comments


Paul Shaneck, Global Director Network Solutions for Symantec, discusses the evolving virtualized network, explaining how Symantec is leading the security discussion as it relates to SDN and NFV, and helping to ensure the network is protected and compliant.
LRTV Documentaries
Sprint's Network Evolution

7|24|14   |   14:59   |   (0) comments


Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
LRTV Documentaries
BTE Keynote: The Software-Defined Operator

7|24|14   |   18:43   |   (1) comment


Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
September 23, 2014, Denver, CO
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
A survey conducted by Vasona Networks suggests that 72% of mobile users expect good performance all the time, and they'll blame the network operator when it's not up to par.
Today's Cartoon
Hot Topics
Rogers, Shaw Take Aim at Netflix
Mari Silbey, Independent Technology Editor, 8/26/2014
Utilities to Pump $11.2B Into Smart Grid – Study
Jason Meyers, Senior Editor, Utility Communications/IoT, 8/26/2014
Verizon Launches QR Code Security Solution
Carol Wilson, Editor-at-large, 8/26/2014
Nokia's Maps Land on Samsung Devices
Sarah Reedy, Senior Editor, 8/29/2014
Verizon to Launch HD VoLTE in 'Coming Weeks'
Sarah Reedy, Senior Editor, 8/26/2014
Like Us on Facebook
Twitter Feed