Net Neutrality:
When is Being "Dumb" a Good Idea?
When it Means to be Fair.

Net Neutrality is a hotly debated and controversial internet topic that we feel everyone needs to know about as we kick off a new year of electronic marketing.

In short, the concept is as follows: Net Neutrality refers to the satisfaction of all network application needs fairly. Any particular internet host, protocol, or application should not receive preferential treatment, except to ensure correct operation of the network or protocol, according to this Wikipedia article. In other words, your internet operating systems and connections are able to access any and all information that is coursing throughout cyberspace, and you don't have to pay anything extra to access certain information via an "enhanced service". Whether it's a small blog or a gigantic corporate site, everything gets to you without censorship or priority when the net is "neutral".

Alternatively, think of it like your cable TV tiers, where a certain amount of money will allow you to see a certain amount of channels. In much the same way, large telecom companies seek to filter out certain content from end users and hosting providers, restoring a fuller disclosure for a surcharge. Here at SMS, that would mean an increased expense for us, and as it stands to follow, for our clients.

While there are instances where "non-neutral" networks could be beneficial (for example, the need for specialized reliable bandwidth for video and audio technology in order to perform delicate procedures such as "remote surgery", for one), bills such as the "Internet Freedom and Nondiscrimination Act of 2006" currently in the U.S. House of Representatives is one of several that seek to make it unlawful to discriminate against any content, applications or services, or charge for unrestricted access. This means "dumb" networks, or those that simply distribute information without making any "intelligent" content-based decisions, are preferred. Once again, as is so often the case in effective marketing methods and creative design, less is more.

SMS is keeping an eye on the issue, and you can be certain we'll let you in on any new developments.

-Scott Norton