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Google to Invest in Renewable Energy Push
Tuesday, November 27, 2007
I don't know about you, but when I think about innovation, I think about Google. Google (GOOG) is the world's leading search engine... maybe not in all markets, but in most, Google is the search engine of choice.

But what is most exciting about Google is their desire to make the world a better place. In just over nine years, Google has made a definite impact on how the world advertises their products and services online. For better or worse Google has redefined advertising models. They have become wealthy with their AdWords and AdSense programs. They have taken products, acquired organizations and their products and released them to the public for free consumption (think of Google services such as Google Analytics, Google Docs and Gmail just to name a few). The common theme here is the innovation and creativity that goes into these product and service releases. Google always has a plan.

So it was no surprise as Google announced that they are going to be investing in alternative energy. According to Reuters,
SAN FRANCISCO (Reuters) - Google Inc said on Tuesday the Web services and online advertising group plans to spend hundreds of millions of dollars to help drive the cost of electricity derived from renewable energy below coal prices.

The project, dubbed Renewable Energy Cheaper Than Coal, is hiring dozens of engineers and targeting investment financing at advanced solar thermal power, wind power, enhanced geothermal systems and other new technologies, Google said.

Google plans to be one of the project's first customers, employing the power to run its massive computer data centers while selling back excess energy to the electricity grid.
The goal of the project is to help drive down the cost of electricity made from renewable energy. According to Google co-founder Larry Page, "We see a plausible path to much lower energy costs and we just want to get people working on that now...". Google just doesn't think like other organizations do. It's not just about making money and improving share price. It's about changing the world and making a difference. Google is the sixth largest company in the US based on market value. You don't earn that distinction in less 10 years by not being innovative.

According to the report from Reuters, Google's investment in this renewable energy push "comes as oil prices near $100 a barrel and coal, which generates 40 percent of the world's electricity, faces regulatory and environmental pressures that may boost prices.

"If they can do it cheaper than coal, then that's the Holy Grail," said Mark Manley, alternative fuels analyst at Natixis Bleichroeder. "If they figure it out, it will take off."

If anyone can accomplish this, Google just may be able to. They have the resources, the creativity and the courage to attempt this feat. Of course there will be no shortage of nay-sayers, as many analysts will report on Google not being able to make a dent in the energy market. The difference between these nay-sayers is that they're writing about it, Google is actually doing something about it. That in itself is pretty impressive.


posted by Jody @ Tuesday, November 27, 2007  
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Name: Jody
Home: Kelowna, BC, Canada
About Me: SEO guy by day, family man 24/7.
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