Initial steps have been taken in the UK to identify users Challenges
involved in copyright theft. However the current ISPs would need to work closely with governments and
approach is largely restricted to informing persistent regulatory authorities to define and agree the optimal
offenders that they are known to the ISP and is rarely approach to policy enforcement such as anti-piracy
reinforced with punitive measures such as service legislation.
restrictions or legal action.
It is also anticipated that standards would need to be
Green revenue opportunities established not only around the technologies that
The majority of internet traffic is generated by a small enable deep packet inspection, but also around
minority of heavy users, and a significant proportion of monitoring, disclosure and security policies in order to
this traffic is associated with transactions that generate ensure compliance with data protection legislation.
negative economic value, such as file sharing.
Mandating elements of pricing policy is an emotive
The opportunity for Telcos is to provide users with the subject particularly when it relates to net neutrality.
incentives to align behaviours with the desired However it must also be recognised that pricing is also
outcomes as follows: the primary lever for driving the desired behaviour in
any industry. It would need to be conducted in a way
P # , * F G B J B E > J < G ; : B I 8 E A @ 8 A G 4 A 7 E 8 : H ? 4 G B E L 5 B 7 < 8 F that is equitable for all and does not hinder competition.
to ensure more rigorous enforcement of anti-piracy F F H 6 ; 6 ; 4 A : 8 F G B C E < 6 < A : C B ? < 6 < 8 F J B H ? 7 A 8 8 7 G B 5 8
legislation. ? 8 7 4 G G ; 8 A 4 G < B A 4 ? B E . ? 8 I 8 ?
P 7 4 C G C E < 6 < A : @ B 7 8 ? F 4 A 7 G ; E B G G ? < A : C B ? < 6 < 8 F G B Conclusion
discourage traffic with negative economic value. The global economic downturn has given added
momentum to the sustainability agenda. Greater
While this approach may result in downward pressure pressure on costs, rapidly increasing social awareness
on volumes, year-on-year growth in IP traffic is still likely of the impact of big business on the environment and
to remain very significant. We anticipate that heavy emerging legislative commitments have led to an
users would pay more and as such the net impact < A 6 E 8 4 F 8 7 9 B 6 H F B A B E C B E 4 G 8 , B 6 < 4 ? + 8 F C B A F < 5 < ? < G L
would be to generate additional revenues for operators. particularly on the environment, as a platform for
Telcos would then have the opportunity to reduce the growth across all industries.
cost of internet traffic with neutral or positive economic
value and therefore stimulate rather than stifle Telcos need to lead in providing bold solutions that
economic growth. deliver the sustainable changes in behaviour that are
required to address the challenges of climate change,
To achieve this, pricing models could be adapted to both in their own industry and in others. This is more
consider additional dimensions such as: about making use of existing solutions than it is about
developing new ones. Those Telcos that understand and
P * E < 6 8 F 8 G G < A : 4 G < A G 8 E A 4 G < B A 4 ? A 4 G < B A 4 ? 4 A 7 B E B C 8 E 4 G B E respond to these opportunities will find that they open
level. up significant new revenue streams.
P - L C 8 B 9 7 4 G 4 O A 8 : 4 G < I 8 A 8 H G E 4 ? B E C B F < G < I 8 8 6 B A B @ < 6
value. So as the social, political and legislative pressure builds
P - < @ 8 B 9 7 4 L O C 8 4 > B E B 9 9 C 8 4 > to reduce carbon emissions both individually and
collectively, now is a good time for Telcos to show they
This approach would benefit businesses by reducing already have some of the solutions.
both emissions and costs in ways that include:
P , ? B J : E B J G ; B 9 G E 4 9 9 < 6
P , ? B J : E B J G ; < A I B ? H @ 8 B 9 7 4 G 4 ; 8 ? 7 < A 7 4 G 4 6 8 A G E 8 F
P + 8 7 H 6 8 C B J 8 E 6 B A F H @ C G < B A
P # A 6 E 8 4 F 8 ? 4 5 B H E C E B 7 H 6 G < I < G L
P A 6 B H E 4 : 8 C E B 7 H 6 G < B A 6 B @ C 4 A < 8 F G B 6 E 8 4 G 8 @ B E 8
@ 8 @ B E L 8 9 9 < 6 < 8 A G 6 B A G 8 A G 4 A 7 B E < @ C E B I 8 6 B @ C E 8 F F < B A
technology.
P A 6 B H E 4 : 8 4 C C ? < 6 4 G < B A 7 8 I 8 ? B C 8 E F G B 7 8 I 8 ? B C @ B E 8
efficient code that requires less capacity to run
applications.
© 2009 Deloitte LLP. All rights reserved. xv
Green light for Telcos 7
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