SAN FRANCISCO — Gmail Revolutionized Email 20 Years Ago. Larry Page and Sergey Brin, co-founders of Google, enjoyed conducting pranks so much that they began releasing absurd ideas every April Fool’s Day shortly after founding the company more than a quarter century ago. One year ago, Google advertised a job posting for a Copernicus research center on the moon. Another year, the corporation stated it intended to launch a “scratch and sniff” capability on its search engine.
The jokes were so persistently ridiculous that people learned to dismiss them as yet another example of Google’s mischief. That’s why, on April Fool’s Day, Page and Brin decided to reveal something no one could have predicted 20 years ago.
It was Gmail, a free service with 1 gigabyte of storage per account, which seems insignificant in an era of one-terabyte iPhones. However, it sounded like an absurd amount of email capacity back then, enough to hold approximately 13,500 emails before running out of space, compared to only 30 to 60 emails in the then-leading webmail services run by Yahoo and Microsoft. This translated to 250 to 500 times greater email storage space.
Aside from the quantum leap in storage, Gmail included Google’s search capability, allowing users to easily recover a nugget from an old email, photo, or other personal information saved on the site. It also automatically tied together a series of conversations about the same topic, making everything flow like a single discussion.
“The original pitch we put together was all about the three ‘S’s” — storage, search, and speed,” said former Google executive Marissa Mayer, who worked on Gmail and other firm products before becoming Yahoo’s CEO.
Gmail Revolutionized Email 20 Years Ago. People Thought It Was Google’s April Fool’s Day Joke
It was such a bizarre concept that, immediately after The Associated Press published a report about Gmail late on April Fool’s Day 2004, users began calling and writing the news agency to notify them that Google’s pranksters had deceived them.
“That was part of the appeal: creating a product that people won’t think is real. It transformed people’s conceptions of the types of applications that could be built within a web browser,” former Google engineer Paul Buchheit said in a recent AP interview about his work on Gmail.
It took three years to complete as part of the “Caribou” project, named after a running gag in the Dilbert comic strip. “There was something sort of absurd about the name Caribou, it just made me laugh,” said Buchheit, the company’s 23rd employee. Caribou presently employs over 180,000 people.
The Associated Press knew Google wasn’t joking about Gmail when an AP reporter was summoned from San Francisco to the company’s Mountain View, California, headquarters to witness something worth the trip.
After arriving at a still-developing corporate facility that would eventually become known as the “Googleplex,” the AP reporter was shown into a modest office where Page sat in front of his laptop computer, wearing a mischievous grin.
Page, who was only 31 years old then, went on to show off Gmail’s sleekly designed inbox and how rapidly it ran in Microsoft’s now-retired Explorer web browser. He pointed out that there was no delete button in the main control panel because it was unnecessary given Gmail’s large storage capacity and ease of search. “I think people will really enjoy this,” Page said.
As with so many other things, Page was correct. Gmail currently boasts an estimated 1.8 billion active accounts, each offering 15 gigabytes of free storage, Google Photos, and Google Drive. Even while that’s 15 times more storage than Gmail first provided, more is needed for many users, who rarely see the need to erase their accounts, as Google anticipated.
Gmail Revolutionized Email 20 Years Ago. People Thought It Was Google’s April Fool’s Day Joke
Google, Apple, and other corporations now profit from selling additional storage capacity in their data centers as a result of the digital hoarding of email, images, and other stuff. (Google charges between $30 and $250 per year for 200 gigabytes of storage and 5 terabytes). The existence of Gmail also explains why other free email services and internal email accounts used by people at work provide significantly more storage than was anticipated 20 years ago.
“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 told me.
Gmail was a major changer in various ways, including serving as the first building stone in the growth of Google’s online empire outside its still-dominant search engine.
Following Gmail came Google Maps and Google Docs, which included word processing and spreadsheet apps. Then came the acquisition of video site YouTube, followed by the release of the Chrome browser and the Android operating system, which powers the majority of the world’s smartphones. With Gmail’s open objective to scan email content to better understand users’ interests, Google also made it clear that digital spying to sell more advertising would be part of its expanding ambitions.
Despite its instant popularity, Gmail began with a limited scope since Google only had adequate computational resources to accommodate a small number of users.
“When we launched, we only had 300 machines, and they were really old machines that no one else wanted,” Buchheit recalled, laughing. “We only had enough capacity for 10,000 users, which is a little absurd.”
Gmail Revolutionized Email 20 Years Ago. People Thought It Was Google’s April Fool’s Day Joke
However, the scarcity generated an air of exclusivity around Gmail, resulting in the intense desire for elusive invitations to sign up. Invitations to open a Gmail account used to sell for $250 each on eBay. “It became a bit like a social currency, where people would go, ‘Hey, I got a Gmail invite, you want one?'” Buchheit told me.
Although signing up for Gmail became easier as more of Google’s huge data centers went online, the business started accepting all new users when it opened the floodgates as a Valentine’s Day gift to the world in 2007.
A few weeks later, on April Fool’s Day 2007, Google announced a new tool called “Gmail Paper” that allows customers to have Google print off their email archive on “94% post-consumer organic soybean sputum” and then have it delivered to them via the Postal Service. Google was genuinely joking at the time.
