Take a look at the amazing chart below. Orange Uganda has seen local traffic jump from 3Mbs to over 30Mbs in just two weeks due to partnering and implementing Google’s Global Cache. One wonders how much business they’re starting to chip away at from their competition.
In layman’s terms, it works like this: Once anyone in Uganda using Orange has visited a website (especially Google’s data heavy ones like YouTube, Google Maps or even Search results), that the content is cached locally. Once that is done, the next person to visit that same site gets it served to them locally, which is much faster than having their traffic make the round trip from Uganda to Europe.
There are 8 peering ISPs in Uganda, and only one of them is using Google Global Cache. Yet, below we see that Orange Uganda has made the whole country’s usage start to look like a hockey stick.
This begs the question, “why aren’t the other 7 peers using Google’s Global Cache?”
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It also makes you wonder why more ISPs haven’t started using this in other countries. After all, it gives your users a distinct advantage — they get a much better user experience than they did before.
From all that I’ve heard, it sounds like each ISP is more interested in keeping its competition away from the Google Global Cache than they are about their customer’s experience. This means that they refuse to sign a deal with Google unless they’re the only ones who can use it, blocking out their competitors.
Take a moment to ponder this idiocy with me. Right now we’re all on equally crappy load times for data-heavy content, all of the ISP’s suck at relatively the same level. If they all moved to Google’s Global Cache, they would still all be at relatively the same level, but it wouldn’t suck. Sure, no advantage gained over the competition, but a lot less pain to their users.
Here’s the kicker… with faster data speeds and load times, people use more data. Their profits would increase.
This is a perfect example where a rising tide would float all boats, but all the captains have decided they like to wallow in the mud instead.
