Editor in Chief
- Dec 30, 2010
- Reaction score
- Austin, TX
You have to hand it to Google. When they craft a sneaky plan to "encourage/push" the U.S. internet service provider (ISP) companies to adopt true broadband (1Gbps) fiber internet, they do it brilliantly. It was about 6 years ago that Google shared their plans to start rolling out 1Gbps fiber internet to customers throughout the United States.
In all that time, they have only executed to small sub-sections of communities in only four markets, yet the primary affect Google wanted has already begun. AT&T (and several other ISPs like Comcast) have already started rolling out their own competing high-speed fiber broadband to most of the areas that Google is targeting, even before Google starts rolling out in those areas. Unsurprisingly, these companies were not doing this before Google threatened to do it first.
Obviously AT&T, Comcast and others are trying to preemptively attack the market so that customers will not be enticed to switch to Google when Google Fiber finally comes to their area. Why bother switching when they already have a great deal on a fiber connection from their current provider?
Of course, this is likely what Google had in mind the whole time. What better way to spur U.S. ISP companies to upgrade their tech than to threaten to compete with them directly? Ultimately, Google probably doesn't care much about being in the ISP business. They simply want the U.S. (and the world) to adopt true broadband technology so they can increase the speed and frequency of Google ads pushing out to consumers. Google Fiber is simply the perfect way to "light a fire" under the feet of the various ISPs to finally innovate.
Jill Szuchmacher, Director of expansion of the Fiber project for Mountain View, California-based Google said, “Our long-term goal is to create abundance in terms of connectivity and speed where there’s a scarcity. In the cities where we are offering service, we have seen an increase in competitive offerings.” In all likelihood, every time Google sees this happen, they are smiling on the inside.
Source: Google Gets Beaten to the Punch by AT&T on Super-Fast Broadband