Transit Tactic 10 - Capture Content and Access Customers

Excerpts from The Internet Peering Playbook: Connecting to the Core of the Internet

In this tactic, ISPs seek to keep the traffic on their network with a strategic customer-acquisition strategy. They acquire both the content and eyeballs customers.
There are three possible scenarios, shown in Figure 3-10.
get content and access
Figure 3-10. Tactic 10 - Three ways for traffic between content and eyeballs.

Many ISPs have offered cheap transit simultaneously to the access and content-heavy networks. Around the turn of the century, for example, an ISP called Level 3 had most of the North American cable companies as downstream customers and simultaneously acquired some of the larger content customers that wanted to deliver to those eyeballs. Obtaining customers by "charging the other side" is a common tactic in the industry.



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