Business Strategy
Achal Kaushal F-23, Press Enclave, Saket New Delhi -110 017 Phone : +91-98-103-07184
CONVERGENCE
AND ITS IMPACT ON
HUGE CHANGES IN CONSUMER END MEDIA TECHNOLOGY IN RECENT YEARS.RIDING ON INNOVATIONS AT ENTERPRISE LEVEL
Portable Devices
1950s
1960s
1970s
1980s
1990s
2000-2007
EPGs
Broadband
Blu-ray disc
1950s
Now
User market
72 million Cable TV households 80 million (approx.) Internet users (approx. 6 % of population) 4 million Broadband Internet users 242 million people have access to printed newspapers 400 million mobile phone users 21 cities tuned to FM Radio (expected to be approx.91 by 2010)
Infrastructure
Telecom infrastructure booming with Government working hard on Information Super highway and broadband agenda. Target wide availability of broadband and 3G services by 2010. approx. 14 players FM radio infrastructure booming with approx. 7 players (expected to be 40 by 2010) Print infrastructure booming 50 major newspapers (approx.) printed in English including City editions. Total number of newspapers printed in India is in thousands Many Satellite service networks, Digital Cable growing, iptv launched, Big move towards digital all around
Regulations
Moving from Restrictive & Prescriptive towards a more development friendly framework FDI Norms eased for investment in Media and launch of foreign publications rules eased
Deregulation
Telecom deregulation Financial deregulation
Business-related
Innovation/new combinations Strategizing/Diversification
(Rosenberg,1963; Katz,1996; Gambardella & Torrisi,1998; Lei, 2000; Stieglitz,2003; Bors et al.,2003; Nystrm & Hacklin,2005)
(Katz, 1996; Lei, 2000; Nystrm & Hacklin,2005, Vong Srivastava and Finger,2006; Boyer and Nyce, 2002)
CONVERGENCESOME OBSERVATIONS
Convergence, like new technology is an enabling tool offering new superior solutions to established and new technical problems Importantly it is an enabler for business strategists instead of technologists
Early movers from 1994 implementing Convergence strategy missed to consider the impact of the Internet
1997 and after, the internet gradually made Convergence strategies possible with viable business models Around 2001, the concept reached Plateau Of Productivity ??? Has mobile and wireless Convergence been factored yet?
PDAs
Laptops
Hybrids
www.
Mobile / Wireless
Games
TV
RADIO
ONLINE
B/W TV
Aakashvani
Analog Customers
Doordarshan
Low end PC
Traditional
B/W Mobiles
Markets
Newspaper reader
content
Major
enabled, superior data functionality mobile phones shall take some time before reaching a critical mass be their first experience or gateway to experience of internet and other IP services
How do we make the transition from our businesses of today to the future businesses of tomorrow, without adversely affecting the
Category
Major broadcasters
Examples
NBC Universal, BBC, ITV, Chanel 4, BskyB
Challenges
Customer memory, making partnerships work, Licensing
Internet companies
Telecoms/IPTV
Joost, Babelgum
DEFINITION OF CONVERGENCE
Concise Oxford English Dictionary defines the word Convergence as come together from different directions so as eventually to meet. A working definition of Convergence could be something like : A confluence and merging of hitherto separated markets, removing entry barriers across the market and industry boundaries.
With the exception of Pennings & Puranam, Stieglitz and Greenstein & Khanna, these articles only use the term without a systematic reflection about its definition. In the semi-academic business literature there is a significant discussion about the impact of Convergence but few attempts to anchor the term in a theoretical framework (e.g. Yoffie 1997).
of the identified theoretical articles about Convergence have taken an industry perspective strategies are a response to redefinitions of industry boundaries restructuring and strategies during Convergence is a re-action to the outside force of industry restructuring
Convergence
Company
Stieglitz 2003
Yoffie : 1997 to 2001
Competing in the Age of Digital Convergence Competing on Internet time Judo Strategy
in
substitutes
and
Convergence
in
complements
When two different product classes starts to share
features that will make them interchangeable for customers, we will have a Convergence of substitutes
If two product classes work better together than by
PENNINGS & PURANAM, 2001-- ADD A SECOND DIMENSION TO THE SUBSTITUTE COMPLEMENT DIMENSION
Introduction of Supply Side Convergence and Demand Side Convergence Supply Side Convergence in Substitutes occur when different technological
capabilities become similar and can satisfy the same set of needs
For example, Convergence between biotechnology and pharmacology
where two different technologies can solve the same medical problem in different ways
Demand Side Convergence in Substitutes occur when needs of different
Supply Side Convergence and arise when different but related consumer needs are met by product bundling
For example partial merging of consumer and investment banking
Technology Integration and occur when two technologies can be combined in a way that creates a new type of product e.g. PDAs
Product Based Substitute Convergence involve
increased cross-industry competition, created by increased overlap in capabilities between two industries e.g. growing overlap between mainframe and minicomputer markets
together in the TiVo video digital recorder, which allows users to time-shift their TV viewing. According to Yoffie, entertainment and communications are coming together to produce a mobile music revolutionthe distribution of digital music over wireless networks. And your cell phone has also become a camera, music and video player, personal organizer, instant messaging device, and any number of other products all rolled into one.
Why convergence now? A primary factor is the ever-onward march of processor
technology. By the year 2010, says Yoffie, who sits on the board of chipmaker Intel, a single computer chip will deliver 1 teraflop of processing power, and today's high-end, highspeed chips will migrate down into a wide swath of consumer devices. Another key driver is the arrival of broadband technology on a global scale, which allows bandwidth-intensive applications, such as video, to shoot from device to device in the blink of an eye. Wireless is another enabling technology, allowing the computer and other digital devices to access the Internet and other networks from an ever-increasing number of remote locations.
"The key strategic question is where to play in the value chain; very few firms can be
successful along the entire vertical chain in a converging world. In the course(starting 2006), we try to dissect where, and under what conditions, you want to focus on horizontal layers in the value chain versus offering fully integrated solutions," says Yoffie.
The Wireless Mobile Music Revolution, which explores whether wireless carriers can beat
Apple's iPod in digital music. (part of Yoffies updated course Strategy and Technology)
NBC Universal Medianama.com Jonas Lind, The Convergence Hype Cycle, article submitted as extended abstract to ITS Berlin, 2004 Jonas Lind, Stockholm School of Economics, Convergence: History of Term Usage and Lessons for Firm Strategists, June 2004. Interactive Content & Convergence, A Study for the European Commission,By Screen Digest Ltd, CMS Hasche Sigle,Goldmedia Gmbh, Rightscom Ltd, October 2006 Pennings & Puranam, Market Convergence & Firm Strategy, Paper presented at ECIS Conference, 20-23 Sept.2001.
Siddharta Menon, Policy Impediments to Media Convergence, International Journal of Communications Law & Policy, Issue 12, Winter 2008.
Benjamin Weaver, The Institute of Economic Research, Industry convergence, Paper submitted to the 19th NFF conference in Bergen, 9-11 August 2007.
ABSTRACT
Before 1994, the western world witnessed debate on Convergence rather internal to the Infocom industry. Around this time, the potential of information super highways, video-on-demand (VOD), interactive television (iptv), Internet and fixed-mobile Convergence came to the fore. Ever since India has followed in the footsteps of the western world and starting 2005, the impact of convergence has started to be felt here.
INDUSTRY CONVERGENCE
Definition Types
The merger of two or several hitherto separate industries, whose initial boundaries are defined by firms producing close substitutes. Convergence in substitutes Different product types share features and provide same function for end users
Convergence in complements Previously unrelated products are bundled together to form new, value-added class of products
(Greenstein & Khanna, 1997; Dowlinget al.,1998, Lei,2000; Pennings &Puranam, 2001,Stieglitz, 2003