Marketing Myopia - The Converging World (page 2 of 2)

Share of photography and videography solutions is key given that the market itself is much more complex - digital photo printing, online storing and printing services, memory requirements for storage, PC's, memory cards, developing etc. It is quite clear that this market is one which has been redefined by technology.

• Technology developments are also resulting in more and more customers asking for converged or "all-in-one" solutions. Information on this field and more is available as part of the TNS Global Technology Insights study - the second instalment in TNS Technology's GTI series, an annual syndicated survey focusing on the latest trends and issues in technology. The latest GTI covered 16 to 49 year old mobile users in 29 countries.
• TNS tested three concepts (see the graph below) - a Universal Communicator, an Ultra Pocket PC and an ICE system. Results showed clearly a need for converged solutions. Gone are the days when consumers are happy to use different devices for different needs - now they would prefer one device that does it all, well almost. The traditional difference therefore between different sectors - Information, Communication and Entertainment has blurred. The study showed some interesting pointers :

- Given a choice, consumers would prefer that these solutions were provided by two or three brands working in collaboration with one another. In all cases, consumers tended to match brands to categories, clearly driven by the desire to gain "the best of both worlds". A powerful case for co-branding solutions.

- For mobile and portable solutions - the Universal Communicator and Ultra Pocket PC, our consumers' choices of provider brands most commonly included Other Technology Device brands, Software / Platform / Applications brands, Local Media / Local Portal brands and Mobile Service Provider brands. The inclusion of Local Media / Local Portal brands and International Media / Broadcast / Content brands had the effect of making the solution even more appealing.

All this shows that in today's new world marketers have even more cause to heed the advice of Prof Levitt and always be reconsidering their competitive frame of reference ; perhaps even start looking at collaborating with companies that traditionally have been considered as sworn arch enemies !

"Universal Communicator"

The Universal Communicator is the first mobile device to work across any connection including WiFi, WiMax, 3G, CDMA and GSM. It is sleek and smaller than your palm, but encompasses all the power and capabilities of latest PDAs, MP3 players, Gameboys, camcorders and video phones. The Universal Communicator takes the Smartphone concept to a whole new level.

"Ultra Pocket PC"

The Ultra Pocket PC combines all the power and functionality of a laptop, games console, high definition TV, hi-fi, camcorder and smartphone into one sleek, 15 cm wide touch screen device that is easy to carry with you. 2 days of active battery life, 80GB of memory and broadband Internet means you have the freedom to go anywhere and do everything.

"ICE System"

The Information, Communications and Entertainment, or ICE system comprises thin screens adorning your home within which lie best-in-class TV, video, audio, Internet, telephony, gaming and PC technology. Screens throughout your home are wireless connected to each other and to all your personal devices such as laptops and mobile phones, giving you full functionality anywhere in the house.