I just heard about Disney’s new initiative called “Keychest.” The New York Times article, “Studios’ Quest for Life After DVDs,” by Brooks Barnes, talked about Hollywood companies losing revenue from lack of DVD sales. Disney aims to take advantage of digital convergence, by offering customers permanent access to digital content. The example used in the article is watching a movie on television, and then transferring that to other digital devices like an IPhone. Once the customer owns their movie they use it with various digital devices. The article infers that Disney may partner with Apple. Apparently Time Warner is also considering something similar called “TV everywhere,” which would give customers access to TV on a variety of digital devices, as long as they are a subscriber.
This is proof that companies cannot ignore digital convergence any more, and there is great pressure to be the first in the market to come up with a better solution. Consumer’s needs for a more flexible and practical approach to how they use information will drive marketers to explore new and different methods to reach their target market. Whatever the solution may be, and it sounds rather promising, it will have to be easy to use and compatible with a number of different digital devices to be successful.
The article addresses a number of other examples is well worth a read. Check it out using the source link below.
No comments:
Post a Comment