Why Google Wants To Sell You a Wi-Fi Router

lpress writes: Last quarter, Google made $16 billion on advertising and $1.7 billion on "other sales." I don't know how "other sales" breaks down, but a chunk of that is hardware devices like the Pixel Chromebook, Chromecast, Next thermostat, Nexus phone and, now, WiFi routers. Does the world need another $200 home router? Why would Google bother? I can think of a couple of strategic reasons — they hope it will become a home-automation hub (competing with the Amazon Echo) and it will enable them to dynamically configure and upgrade your home or small office network for improved performance (hence more ads).

Comments

Orwellian advertising device

[Anonymous Coward]

Not only does it spy on your every move, you pay $200 for the privilege and unlimited advertisement injection for all!

ADVERTISING

[Anonymous Coward]

They want to control your network. They want to inject advertising into everything you do. They want you to have no choice but to use DNS servers they control.

This isn't some benevolent endeavor, its purpose is to make money by selling you again.

Re: ADVERTISING

[Anonymous Coward]

True. I can hardly think of a company I'd trust less to run or even provide my home network device than Google.

Considering the space of tech companies capable of doing something similar at scale includes but is scarcely limited to Microsoft, Amazon, and Facebook that's saying a lot.

It's bad enough that cable companies and telcos are providing this 'service' now. I don't trust them either. Ever try to get a cable company to turn that crap off and out their device in cable modem only gateway mode so you can just hook up your own router? It can be done, but first apparently you have to get to the one person in all of tech support who knows what you're talking about. The installer sure didn't, which means a lot of people don't ask for it.

The number of people who put their security and their privacy at risk because of technological ignorance is absolutely terrifying.

Re:ADVERTISING

[Dutch Gun]

No, I think it's quite a bit more subtle than that. Trying to inject advertising into your internet stream would be a ham-handed approach the idiots at Lenovo would try. Google is more clever than to slit their own device's throat with something so stupid as that.

Google has a vested interest in improving people's online experience. That's why they invest in all sorts of network/internet technology, including a web browser they give out for free, fiber access to homes, and under-the-hood improvements to internet communication standards that make things more efficient and more secure. They want people to be safe, secure, and happy to be online. They want people connected to the internet all the time, with fast and stable connections, and they've seen that the current market of wifi routers is pretty much garbage, in terms of features, stability, and security.

ALL OF THIS relates to encouraging people to stay online, which in turn means relying on Google services, which they can then mine for data to sell to advertisers, which is how they earn their money. Yes, it's about advertising in the end, but not like you're thinking.

Re: ADVERTISING

[FranTaylor]

True. I can hardly think of a company I'd trust less

chinese router companies laugh at your ignorance

Re:ADVERTISING

[Wycliffe]

They want to control your network. They want to inject advertising into everything you do. They want you to have no choice but to use DNS servers they control.

This isn't some benevolent endeavor, its purpose is to make money by selling you again.

I agree with the first part: "They want to control your network" but I don't think the intent is to screw with your network. I think the intent is actually defensive and it's to keep other people from screwing with your network. Same with DNS servers. They want to provide fast and reliable DNS servers so that their own service is fast and reliable. I think that's the same reason they initially entered the mobile phone market and the ISP market.. They are scared of walled gardens and the more they control the connection from you to them then the less dependent they are on the whims of some other corporation that would like to interfere with and steal their customers.

Re:ADVERTISING

[Anonymous Coward]

THIS! I know everyone always assumes nefariousness when it comes to google, but this seems plain as day to me. Right now buying a good router is not an easy task. Walk into best buy and drop a decent chunk of change and you may still end up with junk. This is why I always recommend Apple's AirPort routers. Are there better routers for less? Absolutely. But with companies changing chipsets and keeping the same labeling sometimes you even have to look down the rev number on the router to know whether it is junk or great.

The router is the weak link in most people's internet experience at this point, especially if you are in a "non-apple" home. Google wants to establish a known-good router brand that people who live in a non-apple world can buy with an expectation of guaranteed quality. Similar to the concept behind the nexus Android devices.

Re:Ulterior motive implied

[Anonymous Coward]

Speculation hey?

1: Release Google Branded Router with a user friendly way of updating firmware.
2: Deploy routers to as many locations across the US/World as possible.
3: Introduce a patch allowing users to use some of their bandwidth as part of Google's 'Project Fi' (messaging & voice over WiFi).
4: Introduce a patch allowing users to share a small portion of their bandwidth with other users as part of Project Fi - extending googles network coverage.

Admittedly home users might not be so interested in sharing their bandwidth for text/voice but small business and community ventures in areas with poor cell coverage? I think this could definitely be something that would interest them :)

Why? It's obvious...

[JustAnotherOldGuy]

....they want to be able to mine your data at the lowest possible level, have a handy backdoor available in case the NSA comes calling, and so they can insert their own ads on every page of every website you ever browse.

Re:Ulterior motive implied

[dgatwood]

Yeah, I was thinking much the same, except slightly more cynically:

1. Develop a faster negotiation scheme for 802.11 with encryption that involves extra data in the beacon frame plus a single ARP with shortened delay waiting for a response
2. Make changes to improve handoff speed between 802.11 and LTE
3. Become an MVNO for Android devices
4. Silently introduce a software update that automatically shares a portion of your bandwidth with Android cell phones for voice call purposes

Consumer Routers are Junk

[Luthair]

Unfortunately the trend for the past 10-years has been ever worse consumer router hardware, a lack of security updates, decreasing performance and increasing prices. Further, a number of manufacturers have been going down the 'cloud' rathole. The industry is as bad as the telcos & cable, I for one welcome our new Google overlords.

While I'd rather run a pfsense box, these may still turn out to be much better than standard routers and be the one to recommend to your friends & family.

Re:Ulterior motive implied

[Billly Gates]

Uh hello spying.

Google will own the DNS. Google will packet sniff your network. Google will look at your Netflix habbits. Google will push ads through your router on all platforms.

Come on folks Google is not your friend or cool while MS is somehow evil that Windows 10 has telemetry data. The router is a great way for Google to continue what they are doing and I doubt it is philanthropy like they actually care about us. We are just products to sell ads and personal data by the highiest bidder!