Patrick Dixon is a business consultant and futurist who deliberates on the future of media and technology within human societies and the concurrent impact on the world business environment. Dixon is primarily concerned here with the concepts of media convergence and divergence which he discusses in relation to consumer demand and market share and growth.
He observes that while a lot of technological products to hit the market are about convergence, there is still high demand for products that perform only a single function - but do it well. For example, a mobile phone is no longer considered just a telecommunications device. The new smart phones to hit the market are indicative of converging technological forms as they offer consumers additional features and functions such as sending emails, accessing the internet, taking photographs, watching movies and downloading music - functions all once confined to single technological devices. On the other hand however, Dixon argues that "all true innovation is about divergence". He argues that divergence is about doing or offering something unique and differentiating. From a business point of view this entails developing a product that represents the perfect creation for a target market alone. Not a device that appeals to a heterogeneous population. In my opinion, this is about create, communicating and delivering value to the consumer.
Dixon's (2007) observations do not support the black box theory of convergence. Like Jenkins (2006), Dixon (2007) implies that convergecne cannot be viewed as progressing along a continuum with a given endpoint - the black box; where all technological forms will one day converge into a single technological device. Rather, the author observes that convergence and divergence are occurring simultaneosuly within the media system and will continue to do so in the long-term future.
Dixon (2007) raises a number of points which I think are worth exploring further. He discusses the consumers' inherent trade-off between percieved costs and benefits associated with different technological forms. According to the traditional marketing concept understood by the commercial marketing sector, for a purchase to occur a consumer must perceive benefits which equal or exceed the costs of invovlement. These costs may be monetary in nature such as price or nonmonetary in nature such as percieved time, effort and psychological risks. In terms of converging technological forms Dixon (2007) observes that "convergence wins for the consumer when it makes life simple". However, as a consumer, convergent technological forms often make life more complex and complicated. Dixon (2007) observes that often mutli-function devices are primarily used for one purpose. Furthermore, he argues that consumers rarely understand all the functions available on a single device. On reflection, I often use my mobile phone which is indicative of a convergent technological form for one thing - sending text messages. I do not send emails, access the internet, or download music even though these fucntions exist. As a student, I choose not to use these functions becuase of economic considerations (I find it far too expensive!).
On another note, Dixon (2007) refers to a society which has gone "technologically mad". He believes that product developers have lost touch in recent years on what makes a consumers life better. He refers to one of the latest offering to hit the market - the web-enabled fridge. This device is indicative of technological convergence. However, what consumer need does this exactly satisy? I see no pratical value in this device other than potentially satisfying the human ego.
So what does the future hold? Dixon (2007) believes that the future will be about many different products that do one thing, but do it will (diverging technologiucal forms) as we as devices that perform mutliple functions (converging technological forms). I intend to conduct further research to substantiate Dixon's (2007) claims. It will be worthwhile to look at the latest technological trends and offerings to hit the marketplace and determine whether they are convergent or divergent in form. An important consideration regards consumer demand i.e. Are these products likely to recieve widespread adoption in the near future?
Reference: Dixon, P. (2007), 'Convergene and Divergence: Future Technology and Consumers, Innovation, Product Design, New', accessed 10th September 2010, http://www.youtube.com/watch?v=AjWgslVATuo
Patrick Dixon is a business consultant and futurist who deliberates on the future of media and technology within human societies and the concurrent impact on the world business environment. Dixon is primarily concerned here with the concepts of media convergence and divergence which he discusses in relation to consumer demand and market share and growth.
ReplyDeleteHe observes that while a lot of technological products to hit the market are about convergence, there is still high demand for products that perform only a single function - but do it well. For example, a mobile phone is no longer considered just a telecommunications device. The new smart phones to hit the market are indicative of converging technological forms as they offer consumers additional features and functions such as sending emails, accessing the internet, taking photographs, watching movies and downloading music - functions all once confined to single technological devices. On the other hand however, Dixon argues that "all true innovation is about divergence". He argues that divergence is about doing or offering something unique and differentiating. From a business point of view this entails developing a product that represents the perfect creation for a target market alone. Not a device that appeals to a heterogeneous population. In my opinion, this is about create, communicating and delivering value to the consumer.
Dixon's (2007) observations do not support the black box theory of convergence. Like Jenkins (2006), Dixon (2007) implies that convergecne cannot be viewed as progressing along a continuum with a given endpoint - the black box; where all technological forms will one day converge into a single technological device. Rather, the author observes that convergence and divergence are occurring simultaneosuly within the media system and will continue to do so in the long-term future.
ReplyDeleteDixon (2007) raises a number of points which I think are worth exploring further. He discusses the consumers' inherent trade-off between percieved costs and benefits associated with different technological forms. According to the traditional marketing concept understood by the commercial marketing sector, for a purchase to occur a consumer must perceive benefits which equal or exceed the costs of invovlement. These costs may be monetary in nature such as price or nonmonetary in nature such as percieved time, effort and psychological risks. In terms of converging technological forms Dixon (2007) observes that "convergence wins for the consumer when it makes life simple". However, as a consumer, convergent technological forms often make life more complex and complicated. Dixon (2007) observes that often mutli-function devices are primarily used for one purpose. Furthermore, he argues that consumers rarely understand all the functions available on a single device. On reflection, I often use my mobile phone which is indicative of a convergent technological form for one thing - sending text messages. I do not send emails, access the internet, or download music even though these fucntions exist. As a student, I choose not to use these functions becuase of economic considerations (I find it far too expensive!).
On another note, Dixon (2007) refers to a society which has gone "technologically mad". He believes that product developers have lost touch in recent years on what makes a consumers life better. He refers to one of the latest offering to hit the market - the web-enabled fridge. This device is indicative of technological convergence. However, what consumer need does this exactly satisy? I see no pratical value in this device other than potentially satisfying the human ego.
So what does the future hold? Dixon (2007) believes that the future will be about many different products that do one thing, but do it will (diverging technologiucal forms) as we as devices that perform mutliple functions (converging technological forms). I intend to conduct further research to substantiate Dixon's (2007) claims. It will be worthwhile to look at the latest technological trends and offerings to hit the marketplace and determine whether they are convergent or divergent in form. An important consideration regards consumer demand i.e. Are these products likely to recieve widespread adoption in the near future?
Reference:
Dixon, P. (2007), 'Convergene and Divergence: Future Technology and Consumers, Innovation, Product Design, New', accessed 10th September 2010, http://www.youtube.com/watch?v=AjWgslVATuo