Very interesting post on Techmeme about Google investing in subsea cable:

Google is working with a consortium of carriers planning to build an intra-Asian submarine cable system. The new cable, dubbed the Southeast Asia Japan Cable (SJC), would link Unity’s landing station in Japan to Guam, Hong Kong, the Philippines, Thailand and Singapore. The cable is still in the planning stage, and the consortium has yet to announce a supply contract. ‘Given the current flurry of undersea cables under construction, the SJC cable will probably not be ready for service until 2011 at the earliest,’ said TeleGeography analyst Alan Mauldin

This follows huge investment in quite a number of other distribution plays, including wireless spectrum. So why do this? Now part of this requirement is clearly to move traffic between datacentres, but to say the least, its unusual for a media aggregator and Ad server to want to be a major global Telco.

So, a thought experiment - Google’s business model initially was to allow users to find content they want on the internet, and to pay for this it monitors their behaviour in order to optimise adverts it serves to them. Over time the model has more become about selling advertising by capturing various strands of user data, of which search is now just one component. Strategically, Google “pwns” the content market by making it easy to find it. Its market dominance allows it to “pwn” the consumer market in many ways. However, the one area it dows not “pwn” is the distribution function. But that traffic travels over the assets of some of the few companies in the world who are both rich enough and smart enough to give them a run for their money. Google gets a “free ride” right now as operators are (i) charging users for pipe and (ii) subsidizing it to grow traffic, so that their fixed costs are amortised over more people (and they get more subscription). But what if the Telcos thought the upstream players should also help pay for the next upgrades, especially those pumping out the video that is filling their pipes?

Our hypothesis is thus that Google’s greatest strategic Achilles heel is in internet distribution. This is the one area where it faces a major competitive threat, as the distribution companies (mainly Telcos and ISPs) can control Google’s traffic, and extract value from that. AT&T made this point very clearly when it showed that it too can monitor internet behaviour. And when it comes to who has the whip hand, its the Telcos in the final analysis. They own the means of distribution.

Hence a content aggregation and search company is making such a play in becoming a pipe owner.