So much that we heard about choice of consumption of content regardless of the device and platforms in 2005 and following years, what has eventually been the benefit of it all? Don´t know? What did convergence meant in the first place?
Well, let´s do a quick recall. The promise of truly converge was to add value to traditional revenue streams. In any of these ways:
- Choice of devices and personal screens. Ie. for TV watching, gaming, connecting, etc.
- Pipes that support ever growing bandwidth services
- Platforms that connect different devices. i.e. for entertainment, home security and monitoring.
- TV on-demand viewing experiences in the living room where customers can navigate the content.
At Olswang  they´ve been tracking the trends in technology, media and telecoms by analysing the effects in executives and consumers. Their last 2011 report provides interesting food for thought. My key headlines are these:
- “All you can eat” service of digital music with no clear future for the music industry.
- Digital publishing of books and news enthused by the opportunities of tablet devices (the iPad in particular).
- Games accessible to more casual gamers through digital social networks and smartphones.
However, most consumers still prefer watching linear TV as opposed to video-on-demand (premium). And the war for personal screens as single or companion for content consumption is still in its infancy.
In summary, not much of adding up to traditional business. Or perhaps, it´s just to early to draw conclusions.