Martin Taylor, Chief Technology Officer at Metaswitch, on how and why ETSI's NFV Industry Specification Group has succeeded beyond even the founders' expectations by reversing the usual conversation. "The important thing is that the initiative was kicked off by the SPs and was not an idea brought to them by vendors," he says. So it's not about writing standards, "it's about the industry coming up with new solutions without getting wrapped around process." What's being created is a framework so that vendors can come together and discuss partnerships. It's qualitatively different and refreshingly pragmatic.