The current reality does not approach this vision, although there have been some initial steps in that direction with wireless users’ ability to download videos and connect with the Internet. But today the term convergence is most often used as a synonym for bundled services, a usage that does not reflect its unique potential.
“Cable companies are doing a pretty good job of converging video, data, and voice across a single network,” says In-Stat’s Principal Analyst, Wireless, David Chamberlain. “But most consumers are buying bundles not because it’s a single provider or because there’s anything really in common, so they somehow have to converge voice and data and video in one place. These services happen to be riding on a single network, but they still appear to be three discrete
services.”
This is part of an evolutionary process, says Charles White, senior vice president of TNS. “Even two years ago, when we talked about convergence, it related to customers using different technologies to complete their communications. Where they used to think of just one platform for long distance calling, as price plans changed they started using the different technology of wireless.
“The next step in convergence was the consumer bundling of services. Not only are there multiple platforms, but to the extent that different services are offered by one provider you have the concept of saving money by putting together services that might appear similar,” he continues.
“But from a consumer and from a market perspective these ideas represent the early days of convergence. For a consumer, these things aren’t so much benefits as they are enablers of what they can already do now.” In the future, White says, true convergence will mean “some integration and to a large extent a seamless integration between what we see today as separate technologies.”
Greater and different content demands
As converged networks and devices become a reality, providers will need more content for them. Although consumers are likely to demand traditional media such as music, TV and video, they are also likely to generate some of the content themselves (think YouTube).
Consumers today like active participation, says Johan Bergendahl, Ericsson’s vice president, marketing. “People are moving back from a lean back to a lean forward approach. They want everything from participating in the soap opera to actually providing their own content.”
People will use the converged capabilities to keep connected with family and friends. “Digital communities will mobilize so people can be in touch with their community members anywhere, anytime,” says Parker.
