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ANALYSIS GOOGLE FIBER


deployment (Google could build and maintain a registry of subcontractors, for example), and a well-documented list of do’s and don’ts would be hugely beneficial. Second, it would reassure potential investors,


simply because of the association with the Google name. Remember that Google probably didn’t underperform by industry norms, just that it fell short of its own ambitions. As far as infrastructure investors go, I suspect Google’s performance would be seen as more than acceptable. Terefore, following the Google recipe would be a massive help for projects in attracting capital. Tis may not be enough to generate the


catalyst that Google should be looking for. It would have worked had it started doing this in 2011, but the situation has changed. Te incumbents and cable operators have upped their game, and the early mover advantage no longer applies. Tere are two more things that Google could do that I think would clearly make a difference. First, Google could start an infrastructure


fund and look for worthy fibre to the home (or, to be slightly more technologically neutral, let’s say


@fibresystemsmag | www.fibre-systems.com


Google could build a set of rules that would allow internet service providers to operate with a ‘Google Inside’ label


gigabit broadband) projects to back. Again, simply because of Google’s name being attached to a project, this would make capital raising incredibly easier for fibre projects. It would also allow Google to target markets where it genuinely thinks a difference can be made. Finally, it would position Google as a company that invests in access infrastructure when telcos are oſten hammering at it for being a ‘free rider’ of the access network. A win-win. Second, Google could build a set of rules that


would allow internet service providers to operate with a ‘Google Inside’ label. Te idea would be for these ISPs, assuming they follow a set of


standards established by Google (and maybe accept being transparently measured on performance) to use the Google label. Why would this be important? Because many customers sadly prefer lousy service from a brand they know and see on TV to a potentially better service from a brand they’ve never heard of that can’t afford TV ads. Associating Google’s brand with these competing gigabit broadband ISPs would go a long way towards compensating for this lack of recognition and reassure the potential customers. Te risk to Google would be minimal, because as soon as an ISP stopped meeting the requirements, it would be dropped from the scheme. Tese are just some of the ideas that have been


floating around my head for the last few years about Google Fiber. I think it was a great idea, a massively ambitious project and while it has (in my view) partly lost its way, I still think it can make a difference going forward. I hope this article generates a conversation about that potential both outside and inside of Google.l


Benoît Felten is founder and chief research officer of Diffraction Analysis, an analyst firm focused on next-generation access. This analysis was originally published on the Diffraction Analysis website, www.diffractionanalysis.com.


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