When delving upon the topic of convergence, many doors can be opened with regards to “interlinking of computing and IT, communications networks and media content that occurred with the development and popularization of the internet”, (Flew, 2008) or “the coming together of two or more disparate disciplines or technologies” (Webopedia, 2010). Whatever way it is looked at, convergence is ever prevalent and verging on inevitable. The digitization process has gone from a paper source to an electronic source to a digital source, allowing convergence. Originally, technology had the mere capability for each entertainment medium to be played on a particular appliance. However, nowadays it is almost unheard of for a device not to be able to bestow a wide range of tasks and features, causing several devices to be replaced. No matter what, technology will continue to improve and more and more devices will merge as it seems to be a natural progression.
"The Smartphone taking over various devices"
After reading the article, 'The Fight for Digital Dominance', it is evident that countless devices are becoming redundant; the VCR, mobile phones without a plethora of features, and cameras that require film are now a thing of the past. The article, which was written in 2003, highlights the fact that Smartphone’s, in particular the Microsoft Smartphone, are the device of the future and are only continuing to improve and dominate the market for their multitask convenience. Back then Microsoft wanted “stake its claim in the new market created by the convergence of mobile phones and computers” (Business, 2002). Furthermore, devices not only obtain greater functionality and simplified user interface, they are also changing in size, becoming much smaller as they merge together. The iPod is a classic example of ‘technological shrinkage’. The tape player and the deskman dominated the market until the iPod emerged with its mp3 innovation. The iPod has not only taken “73.8% of the portable music market share” (Delahunty, 2009), but also converged: camera, video, mobile . This is also occurring with the way we view television, according to Yaro, “the concept of prime time television will no longer exist the way it does now. Users will simply download the latest episode and watch it whenever they want to” (Yaro, 2005), this alludes to the Internet being seen as the backbone to being connected and staying up to date.
The marketing profession demands several technological devices, primarily Internet technology as most work is online or through a database. Currently, there is a huge movement involving social networking and online communities. This movement presents a huge opportunity for marketers with the line between the online world and the actual world becoming finer by the day and the simplicity of creating a need through social networking sites, such as Facebook, being readily sought after and available. People from all age brackets, social demographics and countries tend to have a Facebook site, thus marketing to the desired target market and demographic online has been a marketers dream. The specific career path I wish to follow is marketing for Nike. Already Nike and Apple have teamed together and converged two technologies, the highly popular iPod and Nike running shoes with the convenience of getting “more for your run” Runners can sync their running shoes to their iPod allowing them to hear how far they are running, how many calories they are burning, as well as their average pace (see video). Since the release date in late 2006 the innovation has been improved with the range, extending into ‘running band’, where non-music listeners can still sync their run using a USB enabled bracelet where they can view their totals, rather than hear them. With both of these innovations, a computer device then holds the graphs and challenges against other Nike+ users around the world are kept track of.
"Nike+ Users in action"
The question still remains of what role will convergence play in marketing and in Nike in the next 10 years? With the current technology movement, it looks like devices will continue to morph into one and become smaller, user interface will be improved for further convenience and more devices will become unnecessary. Could the Nike+ technology be synced to another sport? Or even other body parts? For marketers, will the Smartphone and the Internet still be dominant technologies? No one can predict what will happen with technology in ten years time, although one can be almost certain in saying it will become increasingly powerful. I do however think that, the Internet will still play a very large role in a marketing profession and be integral to ‘creating a need’. To some convergence may seem scary, but its reality and it is only going to become continuously inescapable and progressively sought after.
BIBLIOGRAPHY
Belisle, J.-F. (2009, May 13). Three Types of Convergence – Is the Future Friendly? Retrieved October 4, 2010, from E-Marketing, Technology and Entertainment:http://jfbelisle.com/2009/05/three-types-of-convergence-is-the-future-friendly/
Business, S. C. (2002). The fight for digital dominance. Economist , 365 (8300), 61-63.
Delahunty, J. (2009, September 9). iPod Market Share. Retrieved October 3, 2010, from After Dawn News:http://www.afterdawn.com/news/article.cfm/2009/09/09/ipod_market_share_at_73_8_percent_225_million_ipods_sold_more_games_for_touch_than_psp_nds_apple
Flew, T. (2008). New Media . New York: Oxford University Press.
McGuigan, B. (2010, August 3). What is Technological Convergence? (W. Geek, Producer, & Conjecture Corporation) Retrieved October 2, 2010, from Wise Geek:http://www.wisegeek.com/what-is-technological-convergence.htm
Webopedia. (2010, May 17). Convergence. (internet.com, Producer, & QuinStreet Inc) Retrieved October 2, 2010, from Webopedia:http://www.webopedia.com/TERM/C/convergence.html
Yaro. (2005, June 12). Technology convergence and TV entertainment of the future. Retrieved October 1, 2010, from Entreprenuers Journey: http://www.entrepreneurs-journey.com/139/technology-convergence-and-tv-entertainment-of-the-future/
Youtube. (2007, December 5). Need Motivation. Retrieved October 5, 2010, from NikePlusTV : http://www.youtube.com/watch?v=UfWTQA6QPk4&feature=related
Belisle, J.-F. (2009, May 13). Three Types of Convergence – Is the Future Friendly? Retrieved October 4, 2010, from E-Marketing, Technology and Entertainment:http://jfbelisle.com/2009/05/three-types-of-convergence-is-the-future-friendly/
Business, S. C. (2002). The fight for digital dominance. Economist , 365 (8300), 61-63.
Delahunty, J. (2009, September 9). iPod Market Share. Retrieved October 3, 2010, from After Dawn News:http://www.afterdawn.com/news/article.cfm/2009/09/09/ipod_market_share_at_73_8_percent_225_million_ipods_sold_more_games_for_touch_than_psp_nds_apple
Flew, T. (2008). New Media . New York: Oxford University Press.
McGuigan, B. (2010, August 3). What is Technological Convergence? (W. Geek, Producer, & Conjecture Corporation) Retrieved October 2, 2010, from Wise Geek:http://www.wisegeek.com/what-is-technological-convergence.htm
Webopedia. (2010, May 17). Convergence. (internet.com, Producer, & QuinStreet Inc) Retrieved October 2, 2010, from Webopedia:http://www.webopedia.com/TERM/C/convergence.html
Yaro. (2005, June 12). Technology convergence and TV entertainment of the future. Retrieved October 1, 2010, from Entreprenuers Journey: http://www.entrepreneurs-journey.com/139/technology-convergence-and-tv-entertainment-of-the-future/
Youtube. (2007, December 5). Need Motivation. Retrieved October 5, 2010, from NikePlusTV : http://www.youtube.com/watch?v=UfWTQA6QPk4&feature=related
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