Quoted – Google Begins Buttressing Its Net Neutrality Argument

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fter a few days of absorbing the criticism of its joint proposal with VerizonGoogle (Nasdaq: GOOG) — a company that was once counted as a stalwart in the push for Net neutrality — is defending itself.

In a nutshell, the plan calls for excluding the mobile Internet from most of the consumer protections that would apply to the wired Internet. It would allow the creation of a “private” Internet, where service providers such as Verizon could offer as-yet-undefined broadband services.

Both companies were hit with a wave of criticism following their announcement, but the comments aimed at Google have been more withering because of the perception that it has sacrificed Net neutrality principles.

In making its defense, Google noted that even if people don’t agree with all of its points, the proposal at least represents progress toward resolving what has become a contentious issue. It also took pains to address what it called several “myths” circulating about the proposal, starting with the notion that Google has sold out on Net neutrality. (Its rebuttal: No progress was being made in Washington, and partnering with a provider would move the debate forward.)

Average citizens may not understand all the nuances of Net neutrality policy, but they are starting to hear about it one way or another, if only because of the ink devoted to the joint Google-Verizon proposal, said Scott Testa, a business professor at Cabrini College.

It is the type of debate that can easily devolve into evil versus good, he observed, depending on who is framing the issue.

“I think at a certain level, people’s gut reaction when they hear the bare-bones argument is to side with Net neutrality,” said Testa. “People are leery of the Internet being “controlled” by any one party.”

http://www.ecommercetimes.com/story/Google-Begins-Buttressing-Its-Net-Neutrality-Argument-70618.html?wlc=1281823953

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Quoted – Verizon’s Tough-Guy Droid Bullies Sissy iPhone – Technewsworld

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What’s Verizon trying to accomplish with its characterization of the iPhone as a vapid female in contrast to the testosterone-soaked Droid? Will male AT&T subscribers drop their iPhones — and their carrier — in order to prove their manliness? Will women lust after a sexy robot? Are we living in the 1960s? Has Verizon’s ad agency lost its mind?

Successful ads, particularly in the tech industry, are usually the edgy ones or the funny ones — or, best of all, both.

“Being serious and straightforward all the time is not good for the advertising industry,” said Scott Testa, a business professor at Cabrini College.

http://www.technewsworld.com/story/68816.html

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Quoted – Verizon Weaves AT&T-Bashing Witticisms Into Legal Doc – Technewsworld

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Verizon‘s aggressive ad campaign to belittle AT&T has found its way into court documents. The company apparently made a deliberate effort to use language that would translate well for a mainstream audience, rather than couching its response to AT&T’s complaint in traditional legalese. The gambit seems to have earned it a plummy PR payoff, so far. Does this suggest a new marketing role for attorneys?

More than likely, AT&T did not forsee this type of response, Scott Testa, business professor at Cabrini College, told the E-Commerce Times.

“Between Verizon’s lawyers and its PR people, I would say the company is working this issue pretty well,” he said.

In many companies, lawyers and marketing departments have opposing goals, Testa continued, with the lawyers thinking defense and marketers thinking offense.

“Some corporate cultures are headed by marketers, some by lawyers. In this situation, it seems as though they are working hand in hand,” he remarked.

http://www.technewsworld.com/story/68672.html?wlc=1258721738

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