With the repeal of net neutrality complete (for now, at least), companies of all sizes should be thinking seriously about the amount of mobile and internet data they are generating. Since data has always been essentially free, you likely never gave this any thought. But optimizing your company’s data output could pay benefits to the bottom line.
During months of discussion before and after the Federal Communications Commission (FCC) vote to repeal net neutrality, those likely to be affected were data-heavy internet companies like Amazon and Netflix. Obviously, these companies generate tons of net traffic that would make them attractive targets for Internet Service Providers (ISPs) that wanted such companies to pay a premium to keep their traffic flowing.
Discussion also turned on big ISPs that also are content providers like AT&T and Comcast. It’s possible they could prioritize their content over that of other providers; charge providers more to flow their content at current speed; or charge customers a premium to access this data—or some combination of all three. Although that hasn’t happened yet, both companies have backed away from full neutrality.
So what about me?
You’re probably thinking, “My company isn’t Amazon. I don’t generate enough traffic for an ISP to give a hoot about.” And you may be right. But, then again, do you really know how much data is flowing through your website? It may be much more than you realize, enough that would merit scrutiny from a revenue-hungry ISP.
At Pyramid, we’re telling our clients that this is a terrific time to examine how much data their applications are using. This will not only optimize performance, it also will cut down on junk data that’s probably flowing through your company’s data pipes. We have the tools to determine your company’s data flow, and we can make suggestions for any required improvements and even perform the work.
Still not convinced? Let’s look at examples from the above-named companies.
- AT&T already has expanded its “sponsored data” program to prepaid wireless customers, offering content that doesn’t count toward a user’s data cap. The clients? Three AT&T content companies: DirecTV, UVerse, and Fullscreen. “Sponsored data” is ISP-speak for paid fast lane.
- Comcast removed language from its net neutrality pledge, saying it “doesn’t prioritize Internet traffic or create paid fast lanes,” shortly after FCC indicated it would be repealing neutrality. A Comcast exec has indicated support for a carve-out for “specialized services,” whatever that entails.
On the other hand, several states have passed state net neutrality rules or issued executive orders banning the state from doing business with any ISP that violates net neutrality principles. Both violate an FCC directive that states not create their own rules, so court challenges are inevitable.
Regardless of the outcome, you should get a handle on the amount of data your company is generating on mobile apps and through your website—now. And Pyramid can help, both with the testing as well as with any needed implementation.