Convergence
Description:
In this issue we take a deep dive into a digital advertising buzzword that threatens to unseat the buzzword kings of the past — that buzzword: CONVERGENCE.

Convergence

Spring 2011

Moving at the Speed of Life

by: Carl West III
q2-2011-moving-at-the-speed-of-life

The web has undergone quite a transformation since its inception. From the genuine simplicity of the original HTML sites to the deceptively simple, can’t-live-without-them apps of today, the advances in form, style, and functionality have been nothing short of astronomical. 


These changes have opened doors for advancements in several other areas, revolutionizing the way and the speed at which we communicate.

Everything has become interconnected. Convergence was inevitable, and it happened quickly. It wasn’t that long ago that your TV, phone and computer were three separate entities, requiring three separate service providers. If you missed a phone call, only your phone knew about it. But not anymore.

Nowadays, if someone decides to call you, the call can be forwarded to your home phone, and your cable box can tell you who’s calling. If you decide not to answer, the resulting voicemail can trigger an email, which can show up on your phone. It’s all connected, and it’s kind of amazing.

This process is made even more amazing by the ease at which it all happens and by the fact that a single company can provide you with all of these services at once.

Voice over IP (digital audio data sent over Internet protocol) provided an efficient and low-cost alternative to traditional phone service. Add in TV over IP (streaming delivery of broadcast-level video data), and let the “bundling” begin. It is no longer reasonable for a company to offer just one service. Consumers expect more. Phone, Internet, TV, wireless — there is an expectation that these services can be bundled, and it’s no longer acceptable to be just a phone company or just an Internet provider. Systems should be sleeker. Services should be easier to access. And that means being multi-functional.

People move fast, and they want technology that can keep up with their evolving needs. It’s the brands that make efforts to accommodate these changing lifestyles that will ultimately lead the revolutions of tomorrow.