Ever since then, I have build up courage to discuss convergence syndrome on the public platforms and in one of my Q&A sessions with www.imodestrategy.com two years ago, I questioned the convergent business model of i-mode and attributed this as the key factor for the limited ARPU generated from the data services. My position for similar offerings including Vodafone live is that the convergence of diverse services dilutes the focus on each service, thus leaving them to struggle. Since, a technology enabled service requires extremely high value proposition to over come high notional threshold, a strong focus is critical.

It is also very interesting to note that if a human is introduced to ten different applications, it will select the one that is the most important to him and all other instantaneously become secondary. If we were to offer all those ten on the same gadget that was principally designed for the one that was initially selected, then the other nine applications are likely to struggle all through their life cycles, unless a very special focus is brought on to them. This focus can come in different ways but challenging the might of the principal application is a challenge in itself.

 

MP3 and iPod are excellent examples of what focus can do. I strongly recommend application dedicated devices to build up focus and synergizing the application and hardware to maximize the user value. MP3 player would have been dead by now, if it was originally positioned as a storage device for both MP3 music and computer files.

I would also like to take this opportunity to address a myth that people do not like to carry more than one device. People already carry one or more of the following, when they step out of their homes: wrist watch, reading glasses, sun glasses, wallet, bag, umbrella, water bottle, cosmetic kit, keys, fountain pen, ball point pen, Discman, Walkman, MP3 or an iPod, mobile phone, PDA etc. People will in fact carry anything that is practical to carry and see a very definite value in it, while on the go.

PC, home cable and three-in-one stereo are some every day used products and are also perceived to be successful convergent solutions The PC has evolved into a convergent platform, since its introduction in nineteen eighties. However, when a certain application on a PC becomes critical to business or lifestyle, there is a tendency to dedicate a separate PC to it. At home, also the growing tendency is to have a separate PC for the children or household chores.

 

Continued...