Value Chain Conflict Takes Contradictory Forms

Struggles over value and revenue in the Internet ecosystem take the form of "network neutrality" debates in the United States, and oddly enough may take the reverse form in the European market. In the U.S. market, the effort is to induce the government to bar revenue sharing, where in the European market there may be pressure to get governments to compel revenue sharing.

Telefónica, France Telecom and Deutsche Telekom all say Google should start paying them for carrying bandwidth-hungry content such as YouTube video over their networks.

César Alierta, chairman of Telefónica, said Google should share some of its online advertising revenue to compensate the network operators for carrying the technology company’s bandwidth-hungry content over their infrastructure.

Alierta says that if no revenue sharing agreement was possible between the internet search engines led by Google and the network operators, regulators should supervise a settlement.

“Let’s see the development of digital society in terms of the winners and the victims," says Stéphane Richard, France CEO. "And today, there is a winner who is Google, there are victims that are content providers, and to a certain extent, network operators."

"We cannot accept this,” says Richard.

René Obermann, Deutsche Telekom’s chief executive, likewise says Google and others should pay telecoms groups for carrying content on their networks. “There is not a single Google service that is not reliant on network service,” he says. “We cannot offer our networks for free.”

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