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Convergence doesn't limit choice but actually broadens it.
Like the old saying goes: "We've said it before, but now we really mean it." Yes, convergence is finally a reality, and it has turned the industry topsy-turvy. It has intertwined the destinies of telephone, cable, Internet, software, consumer electronics and content companies. Today's market is a free-for-all with no turf left sacred. Everyone is now searching for the building blocks that will serve as a foundation for the next generation of digital products and services.
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By Andy Zimmerman |
CONVERGENCE & 3 SCREENS
Telecom, cable and other high-tech companies clearly have their eyes locked on real convergence products and customer access to personalized content There is huge interest in customer-generated content around kiosks, or "digital wallets," which allow customers to do simple self-service tasks such as making payments and ordering products using their cell phones – tasks that used to be the domain of the computer. This technology also doubles as advertising brand extensions as some companies look to co-brand their kiosks and open up new revenue streams.
Advertising is also proving to be the spark for the growth of the 3-screen digital experience – the seamless delivery of content across television, computer and mobile device. Given a huge boost by its successful utilization for advertising campaigns during the 2007 Super Bowl broadcast, it has gained momentum ever since.
This convergence of mediums is made possible by trivergence architecture. Once people log onto a network, the provider has the opportunity to use that network to deliver data, content and controls that give any of those screens and devices the power to deliver compelling customer solutions and services.
THE CUSTOMER: I AM KING, KEEP IT SIMPLE
It is clear from walking the MWC show floor that companies also are starting to realize that content should not simply be repurposed, but should be tailored to the experience inherent in specific devices – whether it's the computer, the television or the mobile phone. More effort is being made to determine who the user is and what content they have access to across multiple platforms. What we're dealing with now is a major transformation from "mass" entertainment or information to a more personalized model.
Finally, providers have started listening to their customers, who are saying they want to communicate in numerous ways - social networking, voice, short message service (SMS), instant messenger (IM), e-mail, etc. And for providers to be successful, they have to provide a valuable user experience in all of those spaces. They can no longer remain competitive through SMS and voice alone.
It's also fairly obvious that even though technological innovation is still of prime importance providers seem to be gaining an increasing understanding about the usability of their devices and services. Removing the burden of complexity from the customer is showing itself to be a huge trend.
This ease of use is best exemplified by Cisco's CEO John Chambers. During his MWC presentation, he made a video phone call on a desktop business phone, which he then transferred over to his mobile device by simply placing one phone in close proximity to the other. He then transferred the session to a handheld computer and finally to a home Telepresence screen. It not only demonstrated the options available to the modern user, but also showed how easy these devices were to use.
The point demonstrated by Chambers is clear: Those who wish to survive in this increasingly complex technological world will do so by keeping things simple to use. Customers don't want to be constrained by complex roaming rules, complex services, complex phones or complex tariffs. And they don't want complicated user interfaces either. The Apple iPhone has shown the light. Convergence has become an accepted fact. What matters now is "customer-centric convergence" – products and services that encompass, complement and dovetail with every element of the customer's wants, needs and lifestyle.
One more important point regarding simplicity was made by Vodafone's CEO Arun Sarin, who discussed delivering "a world-class user experience." According to Sarin, one of the most important changes that must to take place in order to achieve a top-notch user experience is a reduction in the number of mobile operating systems.
"With 30 or 40 operating systems out there, there is no way a developer can create a universally compelling experience," he said. The industry needs to pare down to three to five. He also warned against going too far in the other direction, which would destroy healthy competition.
"We don't want only one, either," he said. "We've seen that movie before. But we have to make the development environment simpler, for the customer's sake."
NO BIG SURPRISES
Perhaps the biggest surprise at this year's MWC was that there were no real surprises. And this is not a bad thing, by any means. It is gratifying and exciting to see the vision that was laid out several years ago by the technology world coming to fruition.
I believe Sarin summed up the spirit of trade event when he spoke about the mobile Internet as the "big new thinking" in mobile. He referred to the "new old thinking" behind this technology. Yes, it's old, he said. But it's also new because now all of the various pieces are lined up to make it happen – to give the customer the complete, converged user experience.
The point is convergence does not have limited choice. Rather, it has broadened it to the point where new products that tap into networked resources can now come from any corner of the digital world. I am eager to experience what a year's time will bring to our rapidly morphing and evolving industry.
Zimmerman serves as the managing director communications industry for Accenture.
