Google just got itself into another well loved / competitive area of URL shortening. It’s called Goog.gl

Google URL Shortener at goo.gl is a service that takes long URLs and squeezes them into fewer characters to make a link that is simpler to share, tweet, or email to friends. The core goals of this service are:

• Stability – ensuring that the service has very excellent uptime
• Security – protecting users from malware and phishing pages
• Speed – quick resolution of small URLs

The Sad news here is that Google URL Shortener is currently available for Google products only and not for broader consumer use. Its just a matter of time that it’ll open itself to the broad world.

Google Url Shortner