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The End of Net Neutrality Could Be Good for Marketers — And Bad for Almost Everyone Else | @CloudExpo #API #Cloud
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By: Shelly Palmer
Dec. 7, 2017 01:00 PM
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:
In its place the FCC is proposing to “Restore Internet Freedom” as follows:
What it means for agencies, advertisers and marketers
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.
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.
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
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.
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The post The End of Net Neutrality Could Be Good for Marketers — And Bad for Almost Everyone Else originally appeared here on Shelly Palmer
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