& cplSiteName &

Google Goes DIY With 10 GigE

Craig Matsumoto
11/16/2007
50%
50%

Google (Nasdaq: GOOG) has built and deployed its own 10-Gbit/s Ethernet switches -- a move that could have implications for the systems, chip, and optical transceiver markets.

Analyst Andrew Schmitt of Nyquist Capital was trying to trace shipments of SFP+ optical components and found the trail led to a Google-built switch. Schmitt, an industry analyst who has financial positions in Broadcom, Vitesse, Finisar, and AMCC, reported his findings in a column earlier today.

"This decision by Google, while small in terms of units purchased, is enormous in terms of the disruptive impact it should have on 10-GigE switching equipment providers and their component supply chains," he writes.

Google took the same DIY approach with servers a few years ago. In this case, its work has implications for switch vendors like Force10 Networks Inc. and Woven Systems Inc. , since Google not only couldn't find what it needed, but also built its boxes from off-the-shelf chips.

Moreover, Schmitt believes Google is taking an unconventional approach with its choice of optical interfaces.

Read Schmitt's column here.

— Craig Matsumoto, West Coast Editor, Light Reading

(18)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 2   >   >>
Hanover_Fist
50%
50%
Hanover_Fist,
User Rank: Light Beer
12/5/2012 | 2:58:40 PM
re: Google Goes DIY With 10 GigE
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.
tsat
50%
50%
tsat,
User Rank: Light Beer
12/5/2012 | 2:58:40 PM
re: Google Goes DIY With 10 GigE
Wow, what are current switches lacking?

Maybe Google just needed something dumb and dirt cheap? Have an Asian CM build it and cut out the middle man?

-tsat
billy_fold
50%
50%
billy_fold,
User Rank: Light Beer
12/5/2012 | 2:58:39 PM
re: Google Goes DIY With 10 GigE
Content provider building networking equipment? I may be proven wrong, but it doesn't make much sense on the face of it. It would seem that with Google's purchasing power, they could persuade an existing 10 GigE vendor to tailor a product to what they want and need.

-billy
Hanover_Fist
50%
50%
Hanover_Fist,
User Rank: Light Beer
12/5/2012 | 2:58:39 PM
re: Google Goes DIY With 10 GigE
It's not a question of what the switches are lacking, it's more about what the vendors' include in their switch that Google sees no value-add (i.e., Google refuses to pay for the useless extra stuff that they themselves don't need).

For example, look at their early DIY servers they built - a motherboard (with CPU and memory) sitting on static free pink foam pad connected to a power supply - all placed on a standard 'bread rack' type metal racking sysetm sitting inside a server room. Who needs to pay for sheet metal, fans, etc.

I can imagine exactly what their 10GigE switch looks like ;-)
bollocks187
50%
50%
bollocks187,
User Rank: Light Beer
12/5/2012 | 2:58:38 PM
re: Google Goes DIY With 10 GigE
Its a streach but.....

If the NET becomes(already is) the key infastructure for "communications" - you could see that Google monopolizes the NET by building its own equipment.

Reminds me of ATT building its own telephone equipment (Lucent) !

mu-law
50%
50%
mu-law,
User Rank: Light Beer
12/5/2012 | 2:58:38 PM
re: Google Goes DIY With 10 GigE
They are one of the few folks out there with the demonstrated initiative and the critical mass of smart people to solve these problems themselves. They are their own credible threat to their suppliers.

I don't think this means they actually want to, or will displace COTS network equipment, but wow, what a great way for them to create levarage against their vendors.
douggreen
50%
50%
douggreen,
User Rank: Light Beer
12/5/2012 | 2:58:37 PM
re: Google Goes DIY With 10 GigE
I agree that Google's use of home grown equipment could give them an advantage, as long as they do it on a case by case basis and don't just do it internally for the sake of doing it internally.

I don't see the comparison with AT&T. AT&T was a monopoly with no need to be competitive. Their services were regulated and priced in effect on a cost-plus basis, so there was no need. Once AT&T had to be competitive, the use of their own equipment (and later Lucents) was certainly NOT a competitive advantage. There is a lot of evidence that it was a competitive disadvantage (more so in transmission than switching).

jepovic
50%
50%
jepovic,
User Rank: Light Beer
12/5/2012 | 2:58:36 PM
re: Google Goes DIY With 10 GigE
The discussion around Google's ventures into just an++thing oozes with lack of understanding of the halo effect.

Google has a tremendously successful and profitable search engine. As for the rest of Google's acitivitites, who knows whether they are smart?

The comparison with ATT during the monopoly years cannot be easily dismissed. Google has so much money, and have been expanding its number of employees so rapidly, that they pretty much have to expand into every neighbouring area. How else can they keep all these people busy? My own connections into Google tell me stories of absolutely ridiculous projects, in the line of designing their own coffee machines.

There is very little pressure on them to proof that they are doing the right things, as Google is still considered generally flawless.

Building their own equipment might work, but I suspect mostly because of the classic case of not including everything in the calcualtions. Google compares the hardware and build costs with the complete cost from the vendors. In the long run they will have massive support costs, but internal costs are always harder to quantify.
douggreen
50%
50%
douggreen,
User Rank: Light Beer
12/5/2012 | 2:58:36 PM
re: Google Goes DIY With 10 GigE
Actually, the lower the volumes the less attractive it is for Google to try to roll their own, unless there is some super function that they can't get a vendor to implement.

My guess is that the volumes are high, but the vendors aren't willing to drop their pants and bend over. Once you drop your pants for one customer, word gets around and everyone thinks you are easy.

As I used to say when I was in the business, we will bend over backwards to make our customers happy, but we will not bend over forwards.
deepsubmicron@yahoo.com
50%
50%
deepsubmicron@yahoo.com,
User Rank: Light Beer
12/5/2012 | 2:58:36 PM
re: Google Goes DIY With 10 GigE
Perhaps GOOG's volumes are too small to engage with an incumbent and pay some exorbitant NRE charge.

In any case, is this an(other) example of commoditization in the space? Sure sounds like it to me...
Page 1 / 2   >   >>
From The Founder
NFV's promises of automation and virtualization are intriguing, but what really excites service providers is the massive amount of money they could save.
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.
Women in Comms Introduction Videos
VMWare VP Brings Women Up With Her

8|16|17   |   6:49   |   (1) comment


It's an art and a science to make mentorship, inclusive leadership, diversity and promotion of high-potential women work, says Honore' LaBourdette, vice president of Global Market Development at VMWare.
LRTV Documentaries
5G Spectrum Wars – The Recap

8|15|17   |   2:22   |   (0) comments


Service provider 3 has filed a lawsuit against Ofcom over 5G spectrum auction in the UK.
LRTV Custom TV
Say What? Facebook Unleashes AI Anarchy – The Recap

8|7|17   |     |   (0) comments


A recap of the week's talking points on Light Reading's sister site, telecoms.com. Facebook AI programmers had a bit of a brain-fade as they allowed one of its AI applications to invent its ...
Women in Comms Introduction Videos
Fujitsu's Women Band Together to Help Girls Do STEM

8|2|17   |   9:35   |   (1) comment


Supporting women both inside and outside of Fujitsu is a top priority of the telecom vendor. Yanbing Li, Fujitsu Network Communication's director of System Software Development & Delivery, shares why it's important, but why there's still a long road ahead.
LRTV Custom TV
If You're Not First, You're Last – The Recap

7|31|17   |   08:18   |   (1) comment


In case you missed it, Amazon's 1% stock increase helped Jeff Bezos dethrone Bill Gates as the richest man in the world. Also, Taiwanese electronics manufacturer
Women in Comms Introduction Videos
AT&T's Tech President Preps Workforce for the Future

7|26|17   |   5:47   |   (10) comments


AT&T is focused on the software-defined network of the future and is reskilling its workforce to get ready too, according to AT&T's President of Technology Development Melissa Arnoldi.
Women in Comms Introduction Videos
Cisco: Mentoring Critical to Attract & Retain Women

7|19|17   |   6:40   |   (1) comment


Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
LRTV Custom TV
Gigabit LTE With Snapdragon 835

7|12|17   |     |   (1) comment


At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
LRTV Custom TV
Implementing Machine Intelligence With Guavus

7|12|17   |     |   (0) comments


Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
LRTV Custom TV
Unlocking Customer Experience Insights With Machine Intelligence

7|12|17   |     |   (0) comments


When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
Women in Comms Introduction Videos
Verizon VP Talks Network, Career Planning

7|12|17   |   4:49   |   (0) comments


Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
Telecom Innovators Video Showcase
Masergy's NFV Journey

7|11|17   |     |   (0) comments


Ray Watson, vice president of global technology at Masergy, discusses the advantages and challenges in entering the still-maturing NFV market for the past three years.
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
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
Intel CEO Leaves Trump Biz Advisory Board
Dan Jones, Mobile Editor, 8/15/2017
Are Cord-Cutting's Days Numbered?
Alan Breznick, Cable/Video Practice Leader, Light Reading, 8/14/2017
Orchestration Startup UBiqube Pivots Away From NFV
Carol Wilson, Editor-at-large, 8/15/2017
Verizon Video Woes Pile On
Mari Silbey, Senior Editor, Cable/Video, 8/14/2017
WiCipedia: Dolly Babes, Manifesto Backlash & 'Brotastic' Failures
Eryn Leavens, Special Features & Copy Editor, 8/18/2017
Like Us on Facebook
Twitter Feed
Animals with Phones
We Know a Tough Day When We See One Click Here
Live Digital Audio

Understanding the full experience of women in technology requires starting at the collegiate level (or sooner) and studying the technologies women are involved with, company cultures they're part of and personal experiences of individuals.

During this WiC radio show, we will talk with Nicole Engelbert, the director of Research & Analysis for Ovum Technology and a 23-year telecom industry veteran, about her experiences and perspectives on women in tech. Engelbert covers infrastructure, applications and industries for Ovum, but she is also involved in the research firm's higher education team and has helped colleges and universities globally leverage technology as a strategy for improving recruitment, retention and graduation performance.

She will share her unique insight into the collegiate level, where women pursuing engineering and STEM-related degrees is dwindling. Engelbert will also reveal new, original Ovum research on the topics of artificial intelligence, the Internet of Things, security and augmented reality, as well as discuss what each of those technologies might mean for women in our field. As always, we'll also leave plenty of time to answer all your questions live on the air and chat board.