Google’s obsession with speed is well-documented. One of the primary design principles behind its search engine is to return results as fast as possible and strip away anything extra. But its need for speed goes well beyond search. All of Google’s apps are optimized for speed (well, except Gmail lately, but they promise to fix that). The Chrome browser is extremely fast, and the upcoming Chrome OS is also expected to make Web browsing and other computing tasks zippier.

It almost doesn’t matter if Google’s Chrome browser and OS gain significant market share or not, as long as they push other browsers and operating systems to keep up in the speed race. Google’s need for speed boils down to one very simple thing: money. It realized long ago that every millisecond improvement in pageload times on its search engine resulted in more searches, and thus more search ads served and clicked on. The opposite is also true. Google once did a study showing that delays of 100 to 400 millisecond in showing search results translated into up to 0.6 percent searches. Multiply that across the billions of searches done on Google and it starts to add up to real money, perhaps tens of millions of dollars per quarter.

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