In the future, we were told, we will all be watching radio on our phones. Enter iPod. A single use device for listening to music. Sure, now you can watch videos and play games on it too. But it’s still a proprietary format. And the movies don’t look good plugged into a 52 inch plasma.
So what did we mean when we talked about convergence in the future tense? Not really sure. But I think what has happened is things have not all converged. Sure some devices have merged and morphed. But there are just as many devices as before if not more.
The difference is that more of them talk to each other. To the point that even your sports shoe can talk to your nano now. But that’s surely not convergence. And no one is making phone calls with their shoes yet.
The other big development is the fact that content itself has become much more liquid. Far from all content ending up on a singular converged device, the same content can be served up on multiple devices – off your DVR onto your computer or off your computer onto your TV screen or phone and so on.
So content is liquid and devices are interconnected. Convergence? Divergence? Dunno.
- Mark Beeching, Digitas Chief Creative Officer