Google has decided it needs greater control over the power coming in, and will be launching its own utility, which will focus on supplying it with renewable energy.

The company has done extensive work to optimise the power use of its data centres and obtain renewable energy for its facilities. However, the company has gone significantly beyond that, funding a variety of renewable energy technology companies via its Google.org initiative. The company has launched a subsidiary called Google Energy and applied to trade energy on the wholesale market. Essentially, the company is dissatisfied with the renewable offerings being made by its utilities, and wants to make sure it has more options available to it.