The nine commandments of the internet

Paul Snell is managing editor at Supply Management
28 March 2014

28 March 2014 | Paul Snell

Paul SnellOn Wednesday evening CIPS Fellows gathered at the headquarters of the Magic Circle in London for the latest event organised by the Fellows committee.

During the evening's presentation to attendees, Daniel Sjoberg, vice president of strategy, business development and marketing for European markets at Level 3 Communications, set out his personal view of what he believed to be the "nine commandments" of the internet and its future development. These were:

• IP in itself is not the key, the internet is what really matters. It is the internet that enables the collaboration and cost savings and will drive all technology going forward, he said. Sjoberg pointed out IP telephony has been around for 15-20 years, but only when it was used in a shared environment did it become powerful as a tool.

• The end user is the controller. “It is a true consumer union,” he said. “We all individually decide how services will be delivered and if you don’t like it you switch immediately. It can destroy a traditional business model in months because consumers decided this doesn’t really work for us.”

• Vertical service integration is dead. The traditional model of bundled services from providers is at an end. Netflix and Lovefilm are good examples, just access a broadband connection, and then buy what you want.

• When was the last time a telecom operator came up with a killer app? You never know where the next big internet innovation is coming from, said Sjoberg.

• The internet will challenge all discrepancy between price, performance and value. “If you think whatever you buy doesn’t have the right value for you, you will challenge it.” The music industry faced such a challenge, as people didn’t think £20 for a CD represented good value.

• The market will not accept a broken or partial internet. Users have not accepted it when companies have attempted to fragment it.

• Mobile is just another broadband form. The internet is what provides true value for PCs and mobile, but take it away and the devices themselves have little value.

• The past will not come back. "We have to take the technology, and be as agile as possible to adapt to it in both our personal and professional lives".

• Not all ISPs are created equal.

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