Here’s something that I wrote internally within Google in mid-2013. I think at the time, folks within Google were discussing XMPP. The discussion wasn’t as much about client-to-server XMPP, but server-to-server XMPP, which is a less followed area. Anyway, here’s the internal post I wrote:
We want to compete on a level playing field
We’ve expressed the principle of “Don’t be evil” from the early days of Google. Yet it wasn’t until 2006 that Eric enunciated the statement that “We would never trap user data.” I think Google’s DNA has another principle encoded in it that we haven’t called out clearly enough: We want to compete on a level playing field.
When we play on a level field, we work harder for users because we have to compete based on merit. If another search engine crawls the open web and returns better search results, people will switch to that new search engine immediately–so we’re constantly looking for ways to improve our search results.
Likewise, when people can leave Google, it makes us work harder to forge excellent products that earn our users’ loyalty. Data Liberation means that anyone can download their Gmail or their Calendar or Docs or their ad campaigns and then take their business elsewhere. That keeps us honest and working hard. We should strive to put our own products on a level playing field so that our incentive remains to deliver the best products and services we can.
The desire for a level playing field also partly explains why Chrome and Android are so important. Without Chrome, we’d be at the mercy of Internet Explorer or other web browsers when users want to get to Google. Without Android, phone makers could shut Google out of mobile phones completely. Chrome and Android help ensure that users can get to Google without interference; they protect our users from other companies’ potentially unlevel playing fields.
I think to many Googlers, the open web represents the ultimate level playing field. That’s why so many Googlers react so negatively to the idea of walled gardens, proprietary standards, or products that don’t interoperate well. The desire to compete fairly on a level playing field leads naturally to open standards, protocols, and interoperability.
Some other companies that don’t federate well have succeeded recently. [A specific company I won’t call out explicitly] sucked contacts out of Gmail but refused to export contacts back out. But I worry we learned the wrong lesson from that. The lesson isn’t that data liberation or a level field makes us a sitting duck for bad actors; the lesson should be that we may need to get creative to encourage better behavior–for example, Google modified its contacts export to require reciprocity.
At the top levels of Google, there’s a clear vision: a beautiful, seamless experience for users. I agree that’s vitally important, but I believe a large part of Google’s brand is also “functional”: Google is always up, it always works, it’s always fast, it always gives you what you need. I believe a beautiful, seamless experience has to rest on a functional foundation. And for many Googlers, a large part of “functional” includes openness and interoperability–again, a level playing field.
Google has done very well while promoting the principles of the internet: openness, transparency, and a level playing field. I think “We want to compete on a level playing field” follows from “Don’t be evil,” but I’d like us to recognize this part of our DNA and emphasize “We want to compete on a level playing field” more strongly.