Meanwhile, the controversial area regarding revenue generation is targeted advertising wherein network operators become part of the advertising value chain. The logic goes that by profiling browsing habits and the interests of subscribers, it is possible to accurately understand (and predict) user behavior, and therefore to only display adverts in which they are (likely) interested, it should be better for the customer and more effective for the advertiser. Right? Well, this is probably accurate to a certain extent, but it doesn’t address the core issues of privacy, how anonymity is assured, and how such profile data can be protected. Consumers are quite wary of profiles being assembled on them without their knowledge, consent or editorial control.
Bottom line, for DPI to be a consumer friend will require knowledge of the pitfalls and a sensible policy toward its application. Traffic shaping and policy enforcement using DPI should be viewed as consumers’ friend, resulting in fair share for all, and at a fair price. But it is going to be necessary for operators and the DPI ecosystem to quantify and explain the benefits to consumers.
Prevailing in this public relations challenge is a near-term priority in order to ensure that customers view DPI in a positive light. While certain DPI applications have received negative press and therefore we in the industry cannot just focus on the network efficiency benefits it brings, we must also demonstrate to customers how DPI helps them get greater security, choice and value.
To read the full in-depth article at xchange, click here or click the source link below.
Karl Wale is director of product line management at Continuous Computing. He manages Continuous Computing’s ATCA system products, with specific responsibility for deep packet inspection (DPI) product lines.