ISPs also need to recognize and promote the value of this permission-based marketing model if they are going to protect their interests and the interests of their subscribers. Spam v. Profit Forrester Research predicts that the e-mail marketing industry will grow to 4.8 billion dollars by 2003. That's a big chunk of change, and ISPs that continue to fight the battles of the past will be left out, while their competitors step up to the table and get their cut. There is a reason AOL is fighting spam and it isn't about customer complaints. Any AOL user can tell you that.
Consumers hate spam, but they love e-mail.
Service providers can give their subscribers the content they want and get a share of a new revenue stream, but only if they look past the headlines and prepare for the future. ISP-Planet publishes the weekly articles, analysis, and editorials contributed by executive officers charged with operating an Internet service. Please e-mail the editors with any questions or comments. Corp. All Rights Reserved.