Luciano Floridi has a job title that might seem odd at first glance but has a strong underlying logic: professor of philosophy and ethics of information at the Oxford Internet Institute at the University of Oxford. Anyone who thinks seriously about technology's role in society has to bring an element of philosophy to the mix. It involves critical discussion and questions around ethics in addressing the core issue of whether innovations are going to be good or bad for people in the long term. It underpins Floridi's work in looking at the implications of digital technology on people's lives and society, and leads him into areas beyond those highlighted by many of the tech evangelists. It includes the implications for public services, and while he is no alarmist, he says that governments should be careful in planning for what they want to achieve.