URL Shortener - If you spend a little time regularly on internet then you should have seen some of them already and many might be using them. A simple way to make shorten long URL so that they are easier to share on sites like twitter etc. There are many player in this field and now Google is also one them. Google recently launched server goo.gl which allows you to shorten long web URLs.
You can access it from goo.gl, however currently its available only with google products as per google site. You may use it if you have google toolbar installed but chances are that in future it will be rolled out for everyone.
Some may have question that what is the benefit of such services to the provider.. well in short we can say that sharing URL on internet actually allows them to track the clicking pattern and content distribution, which in return may help advertisers . And we all know, Google's main business is advertising and they do every possible thing to know right place to serve a particular advert.
Other similar services those already popular are bit.ly, tinyurl.com etc. Though on eTI there is no problem of short/ long url as every eTI message give you enough space that you don't have to look upon URL shortening services.