& 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
Kicking off BCE 2017, Light Reading founder Steve Saunders lays blame for NFV's slow ramp-up and urges telecom to return to old-fashioned standards building and interoperability.
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
CenturyLink: Let's Get Past SD-WAN Hype

6|23|17   |   04:02   |   (0) comments


Technology becomes a "shiny object" unless it's properly focused on solving business needs for enterprise customers, says Bill Grubbs, network solutions architect for CenturyLink. He explains to Light Reading why SD-WAN deployments have to be tailored to specific needs – and more.
Women in Comms Introduction Videos
Infinera's Sales Director Paints Tech's Big Picture

6|21|17   |   4:14   |   (1) comment


Shannon Williams, Infinera's director of sales, shares how she achieves work's many balancing acts -- between her role and the broader company, today and tomorrow's tech and more.
LRTV Custom TV
SD-WAN Innovation & Trends

6|20|17   |     |   (0) comments


Versa CEO Kelly Ahuja discusses with Carol Wilson the current status and trends in the SD-WAN market, Versa's innovation around building a software platform with broad contextualization, and the advantages that startups can bring to the SD-WAN market.
LRTV Interviews
Ovum's Dario Talmesio on 5G in Europe

6|20|17   |   02:16   |   (0) comments


At 5G World 2017, Dario Talmesio, principal analyst and practice leader on Ovum's fixed and mobile telecoms European team, explains the emerging trends amongst European operators as they prepare for 5G.
LRTV Custom TV
Putting Power on a Pedestal

6|19|17   |     |   (0) comments


ARRIS's John Ulm says a major accomplishment of SCTE•ISBE's Energy 2020 program is increased focus on power cost and consumption, including inclusion of energy requirements in operators' RFPs and RFIs.
LRTV Custom TV
Gigabit Access: The Last-Mile Pipe for All Future Services

6|19|17   |     |   (0) comments


A Gigabit access platform being deployed today must be able to deliver all types of services to an increasing number of devices. A non-blocking architecture is necessary to support the ever-increasing growth in bandwidth demand. The Huawei Gigabit access solution is based on a distributed design that is fully scalable to deliver a unprecedented performance.
LRTV Custom TV
Key Factors to Successfully Deploy an SD-WAN Service

6|19|17   |     |   (0) comments


As service providers transition their SD-WAN solution from trials and limited deployments into production at large scale, there are important considerations to successfully operationalize these solutions and realize their full potential, without adding complexity, introducing uncertainty or disrupting current business operations. Sunil Khandekar, CEO and Founder ...
LRTV Custom TV
IoT Solutions: Rational Exuberance

6|19|17   |     |   (0) comments


IoT solutions are morphing from hype into viable business opportunities. Huawei has the platform and ecosystem support to help carriers successfully address new business opportunities in the IoT space.
LRTV Custom TV
Realizing ICN as a Network Slice for Mobile Data Distribution

6|19|17   |     |   (1) comment


Network slicing in 5G allows the potential introduction of new network architectures such as Information-centric Networks (ICN) as a slice, managed over a shared pool of compute, storage and bandwidth resource. Services over an ICN slice can benefit from many architectural features such as Name Based Networking, Security, Multicasting, Multi-homing, Mobility, ...
LRTV Interviews
Ovum's Mike Roberts on 5G Uptake

6|19|17   |   04:08   |   (0) comments


Mike Roberts, research director for Ovum's service provider markets group, explains why he has boosted his 5G subscriptions forecast.
LRTV Interviews
AT&T's Hubbard on Intersection of SD-WAN & MPLS

6|15|17   |     |   (0) comments


Rick Hubbard, SVP of Network Product Management for AT&T Business Solutions, discusses how AT&T's approach to SD-WAN fits in with its overall virtualization strategy, explains how SD-WAN can improve enterprise customers' use of the cloud and addresses the intersection of SD-WAN and MPLS.
Telecom Innovators Video Showcase
Keep Connected IoT Devices Under Control With Allot

6|15|17   |     |   (0) comments


Allot AVP of International Pre-Sales, Daniel Keidar, explains how communications service providers can protect infrastructure and service availability from flooding attacks caused by malfunctioning or bot-infected devices connected to their network.
Upcoming Live Events
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Montcalm Marble Arch
November 1, 2017, The Montcalm Marble Arch
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
Netflix's Lesson in Culture Expectation Settings
Sarah Thomas, Director, Women in Comms, 6/21/2017
No Imagination: UK Chip Biz Goes Up for Sale
Iain Morris, News Editor, 6/22/2017
Kalanick Steps Down as Uber CEO
Sarah Thomas, Director, Women in Comms, 6/21/2017
BT Tech Chief Makes Plea to 5G Chip Vendors
Ray Le Maistre, International Group Editor, 6/20/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
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.