Checkmate Amazon! Google Nearline may be the Gmail of cold storage

April Fools’ Day 2004: Google announced Gmail, a free search based e-mail service with storage capacity of 1 gigabyte per user1. The capacity was unbelievably high when compared to other free Internet e-mail providers of that time. Hotmail and Yahoo! were giving 2-4MB per user. The days when inbox management used to be a daily chore are no more. The initial press release from the search giant differentiated it’s offering from others on three S’s: Search, Storage and Speed.

Google Nearline may be the Gmail of cold storage
Google Nearline may be the Gmail of cold storage

I wish Google waited a couple more weeks to announce Google Cloud Storage Nearline. It would have been fun to see it announced on April Fools’ Day. Nearline to a business today is how Gmail was to a consumer a decade ago.

Search: Google doesn’t talk about search in the context of Nearline. But nuts don’t fall that far away from the tree. Google wants your business to dump all your cold data in its cloud. It has the resources to adopt a loss leader strategy to help you keep data at lower cost in its cloud. Later you may be offered data mining and analytics as a service where Google would really shine and make money. The economies of scale will benefit both Google and you. Does anyone remember the search experience in Hotmail a decade ago?

Storage: Sorry, you aren’t getting the storage for free but it is cheap. It is a penny per month per gigabyte for data at rest. Instead of declaring a price war with Amazon’s Glacier, Google decided to match its pricing while differentiating itself from Glacier radically with simplicity and access. Unlike Amazon, the cold and standard storage from Google uses the same method of access thereby eliminating operational overhead or programming needs.

Speed: Amazon went old school with Glacier. It is designed look and feel like tape. It takes a few days for you to retrieve data, analogous to getting tapes shipped to you from an offsite location. This is where Google directly poked Amazon. Google is offering an average 3-second response time for data requests! Do you recall how Gmail JavaScript based coding made Hotmail to look like a turtle reloading entire web pages for each action?

Let’s come back to April Fools’ Day again. It happens to be the day after World Backup Day. The cold storage today is backup for most businesses. One of the strategic partnerships that Google made for Nearline launch is impeccable. According to Veritas/Symantec, NetBackup manages half of world’s enterprise data. It is not surprising why Google wanted Veritas to be in the Nearline bandwagon2. The best data pumps for business data is NetBackup and that relationship is a strategic win for Google right off the bat.

  1. Google Gets the Message, Launches Gmail
  2. Access, Agility, Availability: NetBackup and Google Cloud Storage Nearline