Traditional Ethernet with a new layer on top. EtherNet/IP is a lot like standard office ethernet, it uses the same TCP/IP messaging but has a new application layer added to where the data is arranged in objects. This is also know as Object-Orientated Organization. Ordinary office Ethernet becomes a whole new, versatile system when new protocol layers are added to its OSI Model.
Built on CIP. Common Industrial Protocol, or CIP, is an object-based protocol that standarizes EtherNet/IP messaging.
A certifiable standard. Standardization is good for you. It ensures all EtherNet/IP products are certified and will work properly. Standardization can also translate into technological advancement.