Phorm Update; Rumours suggest Virgin is wavering

Here is a quick update to the Phorm article I posted on here a few weeks back.

Unconfirmed rumours are currently circulating that Virgin, one of the three major ISPs to sign up to Phorm, is set to dump the controversial service. Virgin’s official company position has not changed if you ask their press department, though the source of the rumour is a high ranking Virgin Media director.

This comes as yet another blow to Phorm after Talk Talk, another of the three ISPs, stated it would implement the service only on an ‘opt in’ basis - rather than the ‘opt out’ initially hoped for by Phorm.

BT however remains staunchly committed to Phorm - though I doubt how loyal they will stay if they end up being the only ones tethered to this controversial, highly-criticised and unpopular service. It would represent a quite unecessary turn-off for customers with plenty of alternatives elsewhere.

Whatever Virgin decides, one can take comfort in the way the whole Phorm episode has developed. It represents a slow but steady triumph of the media and of public opinion, in swaying public companies to consider their customers’ overwhelming criticisms.

Maybe Phorm has been unfortunate in unwittingly becoming a scapegoat for all the intrusive data collection aspects of the modern web, and consequently deserves some sympathy. The underlying point though - and it is here that the victory for online rights resides - is that a message to the industry has been sent. The line is still there, and the overstepping of privacy bundaries will not go unnoticed and undefended.

Dejan Levi

2 Responses to “Phorm Update; Rumours suggest Virgin is wavering”

  1. At 15th May, 2008, 7:01 pm Sandra Harwood says:

    Dejan — I wonder if the outpouring of criticism directed at BT and Phorm is a true outpouring? I think the man-on-the-street in London has no clue and no care about Phorm. To me, this is a lesson that says VIrgin and Talk Talk are paying too much attention to a small but vocal group of critics. Those critics would love nothing better than to put the kabash on this technology and put another notch in their belts.

    But the real losers are those men and women on the street. This technology, despite the privacy chorus, would actually be good for consumers.

  2. At 17th May, 2008, 5:31 pm dlevi says:

    Hi Sandra - I agree that the average ‘man on the street’ might not be aware of the Phorm issue, and that the matter has been largely discussed within the industry sector and not outside it - despite having the potential to affect all internet users.

    However as for the question over the actual technology itself, I am one of those that believes more is lost than gained by it. I don’t doubt the targeted ad service would improve user experience - but personally I feel that the ‘opt-out’ model of operation (which is key to Phorm’s success) represents an overstepping of privacy boundaries, which should be resisted.
    Anyway, thanks for reading.
    Dejan

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