Welcome!

@ThingsExpo Authors: Zakia Bouachraoui, Liz McMillan, Yeshim Deniz, Pat Romanski, Elizabeth White

Related Topics: @CloudExpo, @DXWorldExpo, @ThingsExpo

@CloudExpo: Blog Feed Post

The End of Net Neutrality Could Be Good for Marketers — And Bad for Almost Everyone Else | @CloudExpo #API #Cloud

I believe we should govern America for the best possible GDP (as opposed to governing to enrich a big few big corporations

The End of Net Neutrality Could Be Good for Marketers - And Bad for Almost Everyone Else

The Federal Communications Commission announced that it will vote on December 14 to enact the exceptionally misleadingly titled “Restoring Internet Freedom” order. If passed, it will do the opposite of restoring anything resembling freedom — it will repeal the current net neutrality rules which were enacted to ensure that Americans would have equal access to the Internet.

If you’re reading this, chances are you’re already interested in the topic. Still, some quick background:

Renamed “Open Internet” a while back, net neutrality provided a regulatory framework that specifically prohibited:

  1. Blocking: Broadband providers may not block access to lawful content, applications, services or non-harmful devices.
  2. Throttling: Broadband providers may not deliberately target some lawful Internet traffic to be delivered to users more slowly than other traffic.
  3. Paid prioritization: Broadband providers may not favor some Internet traffic in exchange for consideration of any kind. Internet service providers are also banned from prioritizing content and services of their affiliates.

In its place the FCC is proposing to “Restore Internet Freedom” as follows:

  1. Reinstate the “information service” classification of broadband Internet access service first established on a bipartisan basis during the Clinton Administration.
  2. Restore the determination that mobile broadband is not a “commercial mobile service” subject to heavy-handed regulation.
  3. Restore the authority of the nation’s most experienced cop on the privacy beat – the Federal Trade Commission – to police the privacy practices of ISPs.

What it means for agencies, advertisers and marketers
We’ll get to the winners and losers below — and there will be plenty of each — but as something of a silver lining, this regulatory shift would open up a wide-range of opportunities for agencies, advertisers and marketers. This could be a perfect opportunity to pair programmatic creative with programmatic media buying. There will be hundreds of different rate plans targeted at specific cohorts. There will also be opportunities to create new consumer and brand experiences that include “unlimited” bandwidth or “free” bandwidth offers.

The restoration of this version of “Internet freedom” will change the media distribution landscape dramatically. It will be the perfect place for new creative ad units and offers. Think about how your brand can be positioned as a trusted, needed, content companion. It’s an unintended consequence, but the FCC is about to give a lot of smart marketers an opportunity to shine.

About those winners and losers, though: this is where the silver lining begins to tarnish.

Winners
Big Internet service providers and wireless carriers such as Comcast, Verizon, AT&T, etc., come out on top. The bigger you are, the happier this makes you. These organizations will be able to craft any kind of data packages that the market will bear. They will be able to throttle bandwidth, lie about unlimited plans, favor big payer or affiliate partner traffic over competitive traffic. (Imagine Comcast favoring Xfinity over Netflix or throttling down your bandwidth if you were watching Star Trek: Discovery on CBS All Access.) Pricing will not be market driven; most ISPs are de facto monopolies in their specific territories.

Alcatel-Lucent, Broadcom, Cisco, Corning, Ericsson, IBM, Intel, NokiaSolutions and Networks, Panasonic Corporation of North America, Qualcomm and 50-plus other tech companies who signed the original letter against Title II (which the FCC is planning to repeal as well) also come out on top. As do lawyers, especially attorneys for… well, just about everybody involved.

Losers
Netflix and every other content provider. The goal of net neutrality was to ensure that Comcast did not favor delivery of its own content over competitive content such as Netflix. Or Amazon. Or Hulu. Content providers who do not own their own distribution are now at serious risk.

The list of losers is long: Dropbox, Ebay, Facebook, Google, LinkedIn, Microsoft, Reddit, Tumblr, Twitter, Vonage Holdings Corp., Yahoo! Inc. and about 150 other companies that signed this letter in favor of net neutrality are among them. Less friction for consumers means better business for big tech. Although, it will be interesting to see whether or not big tech likes this particular recipe for restoring Internet freedom. They may.

Small businesses and start-ups. If you can’t afford high-speed bandwidth, too bad. If your start-up uses lots of data, or its new augmented reality app requires consumers to have access to enough bandwidth to use it, too bad. If fill-in-the-blank needs equal access to the Internet, too bad. If your online service competes with an online service that the big telecoms or ISPs favor, too bad.

You. If you’re a normal person and you want access to the Internet, get ready for all kinds of airline industry-style charges. You’ll either accept a slower connection or pay extra for going over a threshold on your unlimited data plan. In practice, you’re likely to get amazing speed and service for video content you don’t care about and terrible service while trying to use the things you really want. The solution … pay more.

A few closing thoughts
I am not advocating for any specific type of government involvement with the Internet. I think government has proven that it has no business being in any business. But I believe we should govern America for the best possible GDP (as opposed to governing to enrich a big few big corporations). Al Gore may not have invented the Internet, but his metaphor about it being an information super-highway was pretty good. Imagine an America where a private company could close the left-lane of I-95 between NY and Hartford because they didn’t have the money to maintain it, or worse, wanted to use it for themselves and their friends. How would that affect commerce on the I-95 corridor?

Our world is digital – all digital. To make the most of it, my delivery truck and your delivery truck should have equal access to the same highway system and connecting roads. Just like we do in the physical world.

Lastly, this is a huge topic that will impact every person in the United States. It’s worth some of your time to go a bit deeper and to decide for yourself how the “Restoring Internet Freedom” act is going to change your life – because it absolutely will.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

Other Articles You May Enjoy

Stop Doing Meta-Work Now!

Messy Desks Are Perfectly Optimized

Why Lose-Lose Is Almost Always A Winning Strategy

iPhone X Review

Who Should Be The President of the Internet?

Chipping People: Are You Ready?

ICOs: What You Need to Know

How Do You See the Future?

The post The End of Net Neutrality Could Be Good for Marketers — And Bad for Almost Everyone Else originally appeared here on Shelly Palmer

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

IoT & Smart Cities Stories
The challenges of aggregating data from consumer-oriented devices, such as wearable technologies and smart thermostats, are fairly well-understood. However, there are a new set of challenges for IoT devices that generate megabytes or gigabytes of data per second. Certainly, the infrastructure will have to change, as those volumes of data will likely overwhelm the available bandwidth for aggregating the data into a central repository. Ochandarena discusses a whole new way to think about your next...
DXWorldEXPO LLC announced today that Big Data Federation to Exhibit at the 22nd International CloudEXPO, colocated with DevOpsSUMMIT and DXWorldEXPO, November 12-13, 2018 in New York City. Big Data Federation, Inc. develops and applies artificial intelligence to predict financial and economic events that matter. The company uncovers patterns and precise drivers of performance and outcomes with the aid of machine-learning algorithms, big data, and fundamental analysis. Their products are deployed...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
All in Mobile is a place where we continually maximize their impact by fostering understanding, empathy, insights, creativity and joy. They believe that a truly useful and desirable mobile app doesn't need the brightest idea or the most advanced technology. A great product begins with understanding people. It's easy to think that customers will love your app, but can you justify it? They make sure your final app is something that users truly want and need. The only way to do this is by ...
CloudEXPO | DevOpsSUMMIT | DXWorldEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cell networks have the advantage of long-range communications, reaching an estimated 90% of the world. But cell networks such as 2G, 3G and LTE consume lots of power and were designed for connecting people. They are not optimized for low- or battery-powered devices or for IoT applications with infrequently transmitted data. Cell IoT modules that support narrow-band IoT and 4G cell networks will enable cell connectivity, device management, and app enablement for low-power wide-area network IoT. B...
The hierarchical architecture that distributes "compute" within the network specially at the edge can enable new services by harnessing emerging technologies. But Edge-Compute comes at increased cost that needs to be managed and potentially augmented by creative architecture solutions as there will always a catching-up with the capacity demands. Processing power in smartphones has enhanced YoY and there is increasingly spare compute capacity that can be potentially pooled. Uber has successfully ...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...