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
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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

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Hanover_Fist
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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."
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