This paper examines technological convergence — the process by which initially unrelated technologies combine to meet unmet consumer needs or solve existing problems. It explores how convergence is created at the intersection of people, processes, and systems, using Apple's iPod, iPhone, and iPad ecosystems as primary examples. The paper also considers the role of cable modems as digital content delivery platforms and the rapid growth of smartphones. It concludes by emphasizing the strategic importance of managing convergence as a platform-level innovation in response to evolving user demands.
The concept of technological convergence is based on the dynamics that bring together initially unrelated technologies to create an innovative new solution to an existing problem or to fulfill an unmet need (Cameron, Proudman, & Redding, 2005). Inherent in technological convergence is an exceptionally high level of creativity and a focus on the unmet needs of a given audience or segment of consumers, customers, or — in Business-to-Business (B2B) industries — companies. The most common forms of technological convergence are based on the integration of initially divergent and separate technologies, including voice, video, digital content, and the Internet. Theorists and researchers have observed that technological convergence is also more strategic and process-centric than its technology-based definitions imply (Bores, Saurina, & Torres, 2003). The strategic role of convergence is to modify the way people create, communicate, collaborate, learn, and interact with one another (Bores, Saurina, & Torres, 2003).
Technological convergence is created when technologies are joined at the intersection of people, processes, and systems, with the unifying thread being the development of significant cost, time, and process changes occurring as a result (Ruan & Gopinath, 2010). Often technological convergence has its basis in computing technologies, which act as the platform on which video, voice, digital content, and entirely new imaging technologies are also built (Cameron, Proudman, & Redding, 2005).
The technological convergence of the Apple iPod, iTouch, iPhone, and iPad are all predicated on the platform being the basis of innovation, with content being where digital convergence occurs. Examples of this include the integration of video screens on nearly all iPods and the rapid pace of innovation on the iPad. These devices serve as the platforms of digital convergence, where iTunes is already used to ensure that the best possible movies, videos, and digital content are delivered. There will continue to be a high degree of digital convergence at the platform and content level as Apple builds out its iTunes ecosystem (Fowler, 2006). In many respects, the iTunes platform and the ecosystem of technological convergence that supports it has become the new "last mile" of digital music distribution (George & Chandak, 2006).
The same factors that led Apple to create the "last mile" for music distribution also apply to cable modems as the delivery platform for the last mile of all forms of digital content, video, and Internet access. Cable modems are also being considered as a hub for Voice-over-IP (VoIP) services as well. The cable modem could in fact become the new platform for digital content delivered into the home (Fowler, 2006).
"Agility, smartphones, and cross-technology integration"
Technological convergence is accelerating as computing platforms, video, voice, and all forms of digital content continue to grow in use. The focus on how to gain the greatest value from these technologies in the context of changing user needs sets the pace that companies must keep up with. As the level of technological convergence increases, the need to manage these innovations as strategic platforms becomes crucial for their continued growth (Bores, Saurina, & Torres, 2003).
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