When Google does something disruptive, it can change the tech ecosystem in fundamental ways. Take project Fi, which aims to close the gap in supposedly seamless communication across networks.
According to Google, “Project Fi puts you on the best available network between Wi-Fi and 4G LTE networks.” What that means is, if you’re leaving your house while streaming a video (it happens) and you switch from your home Wi-Fi to a public network, the connection should remain the same, independently of which network you’re using.

Fi is an MVNO - Mobile Virtual Network Operator - which means while it doesn’t own any of the infrastructure, it has bulk access to the network, bought from other carriers (Sprint or T-Mobile), similar to what GiffGaff and Tesco Mobile already offer in the UK.
What makes this interesting is the butterfly effect it could cause: First, it could force the carriers to lower data prices, which would give customers a better service with cheaper prices. Cheaper data plans leads to higher data consumption, which will likely change user behaviour in profound ways. Well, maybe not quite ‘profound’, but suddenly all those high-data applications that used to be at-home-only (Wi-Fi) services could become heavily used in transit.

As a developer, that excites me since I can the see some of the potential this could spark. We won’t be bound by the current restrictions of the network so we can focus on the quality of the service provided. As a user I like the possibility of having more control over my data plan and also a return of investment if I don’t spend all my data allowance in the month. But if you are a product or brand manager, or CEO, this should excite you even more, because it opens up whole new use cases, and ultimately new business opportunities. Imagine gallery visitors watching video footage on the way to the V&A. Or football fans enjoying game highlights in the pub after the match. Or fashion brands offering video walk-throughs to consumers on their way into town to buy their outfit for the weekend. Those are pretty basic examples. The point is: removing barriers like this opens up new experiences.

Of course, there’s still a way to go. It will depend on how many users Google can enrol (though, they are pretty good at that aren’t they). But if they do build a solid user base this might be the push they need to get more partners involved. I’m watching closely. This is worth keeping an eye on.