…coal-fired power plants generate nearly half of the power in the US, according to the United States Energy Information Administration. Google estimates that about 40 percent of power worldwide comes from burning coal, one of the most polluting fossil fuels.
Some renewable forms of power promise to approach the cost of fossil fuel production, notably solar thermal and wind, which both benefit from government incentives.
In an FAQ document, Google said it will pursue "enhanced" geothermal technology that taps into heat underground to generate usable energy. It said this approach differs from traditional geothermal technology because it can be used nearly anywhere, rather than only in locations with specific geological features.
Avoiding hypocrisy
Google's intention to invest directly in power-generation technologies is unusual for a business outside the energy sector.
Companies with environmental stewardship programs or commitments to reduce greenhouse-gas emissions typically invest in on-site renewable energy or purchase carbon offsets that represent investments in clean-energy projects.
US chain Wal-Mart, for example, has a high-profile programme to make its stores more energy efficient by using the latest technologies, including solar photovoltaics. It has also done reviews with suppliers to reduce waste and packaging in its supply chain and stores.
Google's initiative came about as many of Google's different operations reached a similar conclusion on the need for clean energy, Page said.
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The company has hundreds of people dedicated to making its computing infrastructure more energy efficient, and it founded the Climate Savers Computing Initiative to make computer components more energy efficient.
As a corporation, it has undertaken programmes to lower greenhouse-gas emissions from its own operations, including a 1.6-megawatt solar array and a facility to charge plug-in hybrid vehicles. It expects to meet its goal of being carbon-neutral this year, executives said.
In September, it set up a $10m programme to invest in companies developing clean transportation technologies.
Despite these efforts, the company's buildings and data centres continue to consume electricity from coal-fired power plants.
"We feel hypocritical as a company, so we want to make the investments so that alternatives are available down the road," Page said.
