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Anyone who has looked at the crowded living room shelves of the average home and the jammed briefcases of the average road warrior knows that the long-awaited technological convergence is largely a myth today. Our homes are still crowded with radios, televisions, DVD players and computers (with built-in DVD players). Our briefcases still hold PDAs, mobile phones, laptops and lots of paper. Will technological advances change this? Not necessarily.
Most of the focus of the discussion on convergence has been on the technology itself. But the way the technology will develop is largely shaped by a different convergence: the convergence within the head of the consumer. How will consumers combine the old and new technologies? How will they take advantage of the new possibilities created? What needs do they have that can best be met through the new technologies? What underlying needs will keep them wedded to the old technologies? What new needs are created and how are the priorities of old needs changed?
Authors: Jerry Wind, Robert Gunther, Vijay Mahajan
Source: European Business Forum (EBF)
Subjects: Marketing / Sales, Trends / Analysis
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