Google's on a mission. They're rolling out high-speed residential connections with Google Fiber, they're attacking data and roaming fees with a MVNO, and they're even working on world-wide balloon powered Internet. So what's the mission? Is it to make the world a better place? to transform themselves into a telecom company? to indulge the whims of out of control product and engineering teams?
No, it's a mission to commoditize their complements. A decrease in the price of hot dogs increases the demand for buns, a decrease in the price of airline tickets increases the demand of rental cars, and the commoditization of global Internet access increases the demand for Internet services.
Who benefits from the commoditization of your business?
Which businesses do you want to help commoditize?