Emergic: Rajesh Jain's Blog

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Convergence Not Happening

March 13th, 2007 · No Comments

Michael Mace writes:

The problem with convergence is that when you look closely, it’s not happening.

Markets aren’t converging, they’re diverging. The web deconstructs mass markets, by making it economically attractive for a company to address narrower market segments. Online marketing can be targeted at much more specific demographic groups than mass media could reach, and online communities help companies to talk directly with their most important customers. I’ve already written about this happening in mobile devices, but if you want another example, look at television: the mass markets are slipping away from the big networks, eaten by a gazillion cable channels. Or look at newspapers, chewed down by a blizzard of websites.

“Convergence” is definitely not the right word for what’s happening to markets.

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