Going against the principle of network neutrality , Google has approached key internet carriers with a proposal to create a fast lane for its own content, reports WSJ .
If successful, Google users will be able to access the company's services faster than those who haven't paid up, defying the content providers' stance that all users have a right to equal network access.
Cable and phone companies operating data pipelines are supposed to treat all traffic the same, but Google's new proposal (openedge) would force their servers to be placed directly within the service provider's network. This setup would accelerate the speed of Google's service for its users.
However, major cable operators have been reluctant to forge a deal because of Federal Communications Commission (FCC) guidelines on network neutrality, according to the same source.