Welcome!

CMS Authors: Mehdi Daoudi, Rishi Bhargava, Harry Trott, Xenia von Wedel, Carmen Gonzalez

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.

@ThingsExpo Stories
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
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...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
SYS-CON Events announced today that Telecom Reseller 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, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...
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, it’s about the data consumed and generated. The devices are tools, mechanisms, conduits. In his session at Internet of Things at Cloud Expo | DXWor...