In my last column (Keep e-mail off death row, July 9), I spoke of how we could kill e-mail, or the killer app, by failing to solve the spam problem or finding the right balance between e-mail security and legitimate use. Yet I also spoke of ways that outcome could be averted through some new thinking about our response to spam and balancing the scales between security and commerce. I also alluded to the new roles that key stakeholders - consumers, Internet service providers and senders - must play in preserving and enhancing the medium. It's those new roles I want to address here.