“We were trying to shift the way people had been thinking because people were working in this model of storage scarcity for so long that deleting became a default action,” Buchheit said.
Gmail was a game changer in several other ways while becoming the first building block in the expansion of Google’s internet empire beyond its still-dominant search engine.
After Gmail came Google Maps and Google Docs with word processing and spreadsheet applications. Then came the acquisition of video site YouTube, followed by the introduction of the the Chrome browser and the Android operating system that powers most of the world’s smartphones. With Gmail’s explicitly stated intention to scan the content of emails to get a better understanding of users’ interests, Google also left little doubt that digital surveillance in pursuit of selling more ads would be part of its expanding ambitions.
Although it immediately generated a buzz, Gmail started out with a limited scope because Google initially only had enough computing capacity to support a small audience of users.
“When we launched, we only had 300 machines, and they were really old machines that no one else wanted,” Buchheit said, with a chuckle. “We only had enough capacity for 10,000 users, which is a little absurd.”
But that scarcity created an air of exclusivity around Gmail that drove feverish demand for an elusive invitations to sign up. At one point, invitations to open a Gmail account were selling for $250 apiece on eBay. “It became a bit like a social currency, where people would go, ‘Hey, I got a Gmail invite, you want one?’” Buchheit said.
Although signing up for Gmail became increasingly easier as more of Google’s network of massive data centers came online, the company didn’t begin accepting all comers to the email service until it opened the floodgates as a Valentine’s Day present to the world in 2007.
A few weeks later on April Fool’s Day in 2007, Google would announce a new feature called “Gmail Paper” offering users the chance to have Google print out their email archive on “94% post-consumer organic soybean sputum ” and then have it sent to them through the Postal Service. Google really was joking around that time.
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BY MICHAEL LIEDTKE, The Associated Press
