Welcome!

@CloudExpo Authors: Jyoti Bansal, Gopala Krishna Behara, Sridhar Chalasani, Tirumala Khandrika, AppNeta Blog

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Agile Computing, Cloud Security, SDN Journal

@CloudExpo: Article

Carriers, Apple, Google, Microsoft... Fighting Over Slices of the Pie

Part 3 | Do the bit-carriers really have an open playing field to do what they want?

Much of the dialog over net neutrality seems rather dated. This is understandable, since the debate has been going on since last century.

The January 14th Federal Appeal Court decision in favor of the Internet access providers gave those companies (apparently) a degree of latitude to selectively block or prioritize edge provider services. We know that they want to do this, even though they might be coy about admitting it. Verizon, the plaintiff in the recent appeal case, issued a statement saying that nothing much will change as a result of this decision. We all expect Verizon and the other ISPs to take advantage of this change to the maximum extent they can. If they don't their shareholders might be a bit upset, after spending all that time and money.

However, there's more to this than the presence or absence of the FCC's now depleted Open Internet Rules, now substantially demolished. Do the bit-carriers really have an open playing field to do what they want? Since this debate started, the Internet has moved on. As a result the expectations of the access service-providers on one side, and the network neutrality proponents on the other, may both have to be revised. In my last blog on the topic of net neutrality, I hinted that there might be other factors in play that could make the whole concept less simple than it was when the topic first became hot. One of these factors is the role (and power) of the device manufacturers. Let's start there.

Apple was one of the first companies to demonstrate that there's more than one way to build a walled garden. While the Internet access providers dreamed of an end to net neutrality so they could control and charge for the flow of media from edge providers to content providers, Apple and others have already succeeded in doing something similar, and without spending huge amounts on legal actions and lobbying. And without upsetting their customers much, either.

In the mobile world, users of iPhones are pretty much limited to the apps chosen by Apple and offered in the Apple App store. By and large, those Apple-selected apps, which often dominate the users' experience, define the edge providers that the iPhone can access. Of course, general-purpose web browsing is still available, but most people live quite happily within the walled garden of apps approved by Apple. Apple led the way in circumscribing user behavior in this way, but the fashion quickly caught on. Android users have the Google (Play) store, and Windows Mobile users have the Windows Phone Store.

We can see the same thing happening for fixed-line Internet customers using desktops and notebooks. Oddly, Linux users were the first to experience the app-store approach. Some Linux distributions have long provided their users with an easy route to install approved applications from online repositories; non-approved apps are still available, it's just harder work to get them. With recent releases of Apple OS/X (Snow Leopard onward), the default way of buying software is via the Apple store; buying direct from a third-party vendor is starting to feel like a rather exceptional thing to do, as users are challenged when they try to bypass the store and have to tweak some security settings to make it possible to install a non-official app. From Windows 8.1 onward, Microsoft Windows users have their own App store too.

I don't believe there is anything suspicious going on here. Apple, Google, Microsoft, and the open source community are all aiming to make life simpler and easier for users, and at the same time create a user environment that is more structured, and controlled. These large corporations and communities are not forcing users into these walled gardens. They are enticing users to come inside and be safe and comfortable. For most ordinary users, this is seen as a fair trade: a win-win situation. Users can always take a walk in the wild woods outside if they want to, it's just that increasingly they don't want to.

Meantime, the US access providers have been busy in their efforts to remove the constraints imposed on them by the FCC. Now, theoretically, they are free to block and favor edge providers as much as they like. Well, perhaps not completely. Google, Apple, MS, and a lot of other companies in the web-connected device business have already built up their own portfolio of favorite web-enabled apps, providing device users with information services, online games, social networking, streaming media services, cloud services and more. Any attempts by the bit carriers to block or favor any of those online services would impact on the perceived value of all those net-connected devices, one way or another. The device manufacturers are now a firmly established part of the Internet value chain, and as such they will not be passive. If an access provider wants to provide preferential service to an edge provider, then the access provider needs to be sure the preferential user experience is not thwarted by the user's device. Or, if an access provider wants to downgrade an edge-provider's service it might be prudent to clear the ground with the device companies first, because they will want to know whom to point the finger at when their device users complain that certain apps no longer work the way they used to.

It seems that the Internet access providers might have to tread carefully here. Today, access ISPs are differentiated just by price for bandwidth, not much else. As long as the service is passably reliable, users can use any ISP. But, by definition any level of blocking or favoring will make a difference. It must, because if it didn't make a noticeable difference, no edge provider would pay for it. The device manufacturers are bound to take notice. Worst case, the device companies can explicitly tell users which ISPs will provide the best user experience for their devices and portfolio of apps, and which are to be avoided. Best case, the access ISPs will have to share the loot with the device vendors to keep them happy.

Either way, it will be interesting to watch the game. Starting with the iPhone, the device companies have mostly called the shots when it comes to defining the user experience. It's not likely they will be content to see this court decision changing that substantially.

More Stories By Esmeralda Swartz

Esmeralda Swartz is VP, Marketing Enterprise and Cloud, BUSS. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda was CMO of MetraTech, now part of Ericsson. At MetraTech, Esmeralda was responsible for go-to-market strategy and execution for enterprise and SaaS products, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of resource and service control software, now part of Extreme Networks.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@CloudExpo Stories
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
"Storage is growing. All of IDC's estimates say that unstructured data is now 80% of the world's data. We provide storage systems that can actually deal with that scale of data - software-defined storage systems," stated Paul Turner, Chief Product and Marketing Officer at Cloudian, in this SYS-CON.tv interview at 17th Cloud Expo, held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Cloud Expo, Inc. has announced today that Aruna Ravichandran, vice president of DevOps Product and Solutions Marketing at CA Technologies, has been named co-conference chair of DevOps at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
@DevOpsSummit at Cloud taking place June 6-8, 2017, at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developm...
DevOps and microservices are permeating software engineering teams broadly, whether these teams are in pure software shops but happen to run a business, such Uber and Airbnb, or in companies that rely heavily on software to run more traditional business, such as financial firms or high-end manufacturers. Microservices and DevOps have created software development and therefore business speed and agility benefits, but they have also created problems; specifically, they have created software securi...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business. Though, IoT is far more complex than most firms expected with a majority of IoT projects having failed. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, Chief IoTologist at Wipro, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology portfolios and business models to adopt and leverage IoT. He will delve in...
In his session at @ThingsExpo, Steve Wilkes, CTO and founder of Striim, will delve into four enterprise-scale, business-critical case studies where streaming analytics serves as the key to enabling real-time data integration and right-time insights in hybrid cloud, IoT, and fog computing environments. As part of this discussion, he will also present a demo based on its partnership with Fujitsu, highlighting their technologies in a healthcare IoT use-case. The demo showcases the tracking of patie...
In today's enterprise, digital transformation represents organizational change even more so than technology change, as customer preferences and behavior drive end-to-end transformation across lines of business as well as IT. To capitalize on the ubiquitous disruption driving this transformation, companies must be able to innovate at an increasingly rapid pace. Traditional approaches for driving innovation are now woefully inadequate for keeping up with the breadth of disruption and change facing...
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you...
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Stratoscale, the software company developing the next generation data center operating system, exhibited at SYS-CON's 18th International Cloud Expo®, which took place at the Javits Center in New York City, NY, in June 2016.Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere, IT is empowered to take control of their data ce...
Addteq is one of the top 10 Platinum Atlassian Experts who specialize in DevOps, custom and continuous integration, automation, plugin development, and consulting for midsize and global firms. Addteq firmly believes that automation is essential for successful software releases. Addteq centers its products and services around this fundamentally unique approach to delivering complete software release management solutions. With a combination of Addteq's services and our extensive list of partners,...
Tricky charts and visually deceptive graphs often make a case for the impact IT performance has on business. The debate isn't around the obvious; of course, IT performance metrics like website load time influence business metrics such as conversions and revenue. Rather, this presentation will explore various data analysis concepts to understand how, and how not to, assert such correlations. In his session at 20th Cloud Expo, Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Sys...