The fear is that zero rating creates more Internet service provider gatekeeper power and could therefore reduce innovation.
Others might simply see it as a useful way to provide value to consumers who haven’t begun using the Internet because they haven’t been able to sample it.
The analogy often made is that zero rating is like toll-free calling: some businesses or organizations pay for calls on behalf of customers and prospects.
Bharti Airtel has introduced a new program Airtel has launched “Airtel Zero,” offering users free access to certain mobile apps, with no usage deducted from data plans, or perhaps no requirement for a data plan at all.
But the program is expected to be popular, and experience elsewhere suggests Bharti Airtel will find that the program encourages non-users to try mobile Internet apps, and will drive faster mobile Internet adoption.
Are zero-rated apps a violation of network neutrality, or the principle that all consumer apps should be treated equally? Some do not believe that is the case.
Facebook, through Internet.org, or example, is offering a package of zero-rated apps, in partnership with mobile service providers, in a number of countries.
But the Progressive Policy Institute believes concerns can be alleviated if just a few principles are followed.
Those principles include transparency, non-exclusivity, focus on local content and regular evaluation.
Transparency means all zero-rating offers should be public. There should be no secret agreements between any content providers and any mobile operators.
Zero rated app offers also should be non-exclusive. There should be no agreements
prohibiting multiple operators from offering the same zero-rated content. That will prevent anti-competitive behavior.
Important local content, such as local government services, local healthcare and weather alerts, should be zero rated.
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