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Convergence Technology – Theory in ’99, Reality in ‘06

Written by: Ed Delia

Article Overview: It was the summer of 1999, and I remember first hearing the then popular buzz expression “convergence technology.” What it meant was that the Internet was fast coming of age, that web, TV, radio and print content would all converge into one mass body of communication. The distinctive lines of one format from the other would begin to blur, and all outbound communications, whether in print, online, via radio, TV, outdoor, in-store and the like, would all interrelate and point to one another in some meaningful way.

Convergence Technology – Theory in ’99, Reality in ‘06

It was the summer of 1999, and I remember first hearing the then popular buzz expression “convergence technology.” What it meant was that the Internet was fast coming of age, that web, TV, radio and print content would all converge into one mass body of communication. The distinctive lines of one format from the other would begin to blur, and all outbound communications, whether in print, online, via radio, TV, outdoor, in-store and the like, would all interrelate and point to one another in some meaningful way.

In my industry, it also lead to the expression of “integrated communications” as there seemed to be a growing need to build brands using more universal methods. If your company sells “product X,” your prospective audience should have a common “brand experience” whether they encountered “product X” in the store, online, in print, on TV or on the radio. All roads leading to “product X” would “converge” into one space, and hopefully translate into a sale.

It sounded cool then, and it sounds pretty good today. The only problem with the “convergence technology” theory was that in 1999, it was really only a theory. In practice, the general consuming public was not really ready for the lines to blur. They needed to circumvent the learning curve and catch up to the emerging technologies. The same held true for most meaningful explorations into “convergence technology” in the business world.

Today, in 2006, we have caught on, and with a vengeance. I’m in the communications business and I can barely keep pace with all of the new gadgetry and opportunities to truly enable convergence technology. The last few years have seen greater mainstream usage of cell phones, PDAs, and iPods. Satellite radio, direct TV, and now web-TV, a sort of hybrid of the two. Blogs have given anyone that wants one a voice, while podcasts and youtube have literally brought those voices to life.

Three years ago I thought it was insane that studies were done to measure the number of kids who watched TV AND surfed the net at the same time. Today, I’m realizing that the two will happen with greater frequency, and from the same device.

From a communications technology standpoint, we’re in a whole new world. Speaking of, you can join the millions who are part of www.secondlife.com and literally live life in a virtual online world.

What does it all mean? Traditionally, business marketers have been slow on the draw when it comes to emerging communications technologies. And I don’t blame them. It takes some time to just figure out the next new thing, let alone determining how to apply it a business context. Based on what we’ve been tracking over the past 12 months, it seems more of the marketing action is going on line, and more content is going “live.”

If you never thought you would see the day that your industry had its own TV station (of sorts), think again. That’s where we’re heading.

My advice? Do what we’re doing, and do your best to keep informed and keep pace. It’s a heck of a ride.

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