mes for entertainment and leisure, at the same time, mutual-functional mobile is getting more and more popular in modern times. These mobiles have giant entertaining features like mp3, video player, photo-taking, etc. which are attractive for young generation. In addition, mobile phone is likely a symbol of trendy, fashion, dynamic.It is worth mentioning that wireless Internet become one of the most popular and common piece of technology, and this technology make it possible for anyone in business or any home user to access the Internet from anywhere in their office or home and to do so with ease using a wireless network for the computers in their home or office.
Users, who share the numerous conveniences of wireless Internet, they also need to consider the potential security problems. All we know that, hackers can get personal information (such as E-mail, credit card data, and business secret, etc) through attack users’ computer.
Motorola research
ers tested computers, barcode scanners and other wireless devices at more than 4,000 stores in Chicago, New York, Paris and other global metropolitan areas. They found that 44 percent of the wireless devices could be easily infiltrated by hackers seeking credit card numbers and other sensitive customer information. (Ashley Bates Jan 28, 2009)...The graphic bellows shows the security survey of wireless.
(Ashley Bates / Medill)
Motorola's security survey of retailers' wireless devices showed a marked improvement from the previous year. However, a surprising 44 percent of stores were deemed vulnerable to wireless infiltration.
Accordingly, if the security problem is controlled sufficiently by experts in the future, Wireless Internet will be more and more convenience for people whatever in study, business, and shopping, as well as surfing Internet, On-line games, etc. Of course, it needs time and everyone’s efforts.
In terms of digital time, e-commerce has been used internet for primary media for a long period of time. Some researchers predicted that next upcoming media is interactive digital TV which can replace the internet. Others argued against that digital TV is a fairly new media has been introduced into market only few years without consumers’ awareness and its own identity, besides the technologies of interactive digital TV are very different from Internet. It will not replace internet in a short coming term. I strongly agree with the latter argument that technology, consumer’s behaviour, the scope of products and the services of digital TV will be very different and diverse compared to Internet. I will outline the disadvantages of interactive digital TV from consumers’ view and also from marketers’ view.
From Consumers’ view
Have you ever experienced this situation— you were watching your favourite TV series—CSI, at the bottom of the screen showed a line said that ‘widescreen is available’. You were so exciting about to experience the cinema’s visual effect by sitting in front of the TV. Suddenly, you realized that you don’t have this function in your remove control. Few minus later, it is said at the bottom of the screen that subtitle is available. But you don’t have that function either. What I was trying to say is the three main disadvantage of Interactive digital TV is restricted availability, questionable affordability and limited accessibility.
Availability?
There will be variations across the world as to whether interactive digital TV could be available or not. In some countries, especially in the well-developed countries, the new digital transmission system has been introduced. It can alter sound and pictures into electronic digits through air and then transmit to aerials, satellite or cable (Chaffy, 2008). However, in developing countries, broadcasting stations and satellite technologies are not available. For example, in China, the digital TV applied differing from city to country. In the modern city, such like Shanghai, Beijing, Guangzhou, the services of digital TV is purchasable for the people who are interested. On the contrary, in the countryside, people are living in a life without internet. How could that be possible to replace internet by digital TV.
Affordability?
Switch to digital TV is not an affordable option for majority of people. As the example I mentioned above, in China, people who are living in a miserable situation, to purchase digital TV services would be impossible in the short-term. Even in the city, not every single family can afford digital TV at home. As digital TV is still a new media been introduced to the market, the expense is very high. Therefore, financial position will be the deciding factor.
Accessibility?
Some of you have brought a digital TV at home; some of you have paid for set-top box and get internet connected and others who haven’t. According to the study of interactive services in the market (www.pjb.co.uk/dbtfinal.htm), at present only an estimated 2.2 percent of EU television households have access to interactive digital TV. Please consider the developing countries; the percentage definitely will be much lower than 2.2%. Meanwhile, let us assume that you can access to digital TV now at home, but can you use all the services or can you watch all the channels from your digital TV? Right, some of the services, like internet, phone calls or other specific channels, need to be paid for. In summary, the limited accessibility will limit the development of interactive digital TV.
From Marketers’ view
The introduction of digital TV sounds like it will benefit entire market, especially the advertisers. Actually, by second thought, interactive digital TV brings a large amount of new TV channels, which gives consumers more choices. But from marketers’ point of view, it implies a decline in terms of hit of every channel. For example, there was only 5 channels in Mr. White’s home and now after purchased digital TV services, there are 50 channels. The percentage of Mr. White can see Coca-cola’s ads drop 10%. Despite the other marketing impacts, the percentage drop will affect marketing sales. If Coca-cola wants to remain the same hit rate of their advertisements, they need to spend more on advertising cost from different channels, not only 5.
The other threat for marketers is the interactive digital TV can let users easily skip commercial ads by press the button. According to research statistics (Kang, 2002), 88% of ads will be skipped by users who own a full-functional digital TV. What a threaten numbers for marketers! How much percentage of sales will plunge into this time? Will marketers suffer an ice-cold winter by the introduction of digital TV?
What is more important, interactive digital TV makes your television join in with programmers it is possible for you to do other things. You can see extra news stories and sports programmers, you can know sports results, also travel a lot of information and weather forecasts, play games, have shopping, play bets and use email. When we go interactive, the interactive digital TV can help you on your remote control at any time. Sometimes you will see an announcement in a programmer (BBC 2009).
According above information of Interactive Digital Television, I agree customers using it. It is convenience way to get any information and useful in our life, we do not need go out shopping and buying the news paper everyday, people also can get the news and know the sports results and save the time of their life. Therefore, Interactive Digital Television of audiences to receive much information from television broadcast, it is better watching set top boxes provide of analogue or standard digital (TEAC 2007).Digital TV will become more popular in the world. Even it is less practical for PC and mobile but different technology have different viewers, if they still improve their technology to help customers more convenient practical in the personalization, it will have many audiences.
All above are the proposition of mobile and digital TV, as we can know, both of them are a part in our life, also both aspects have positive points and negative points, however, there is still some space for each part to improve.
Reference:
Cesar, P., Chorianopoulos, K. & Jensen, J.F., (2007), Interactive TV: A Shared Experience, Springer, 2007
Chaffy, D. & Smith, PR, (2008), e-Marketing excellence, 3rd ed. Butterworth-Heinemann Publications, UK
Digital, Interactive and Web TV, www.managingchange.com/mediums/inter-tv/disadvan.htm
Gill, J.M. & Perera, S.A., (), “Accessible Universal Design of Interactive Digital Television”, RNIB Scientific Research Unit, UK
Green, T., Main, N. & Aitken-Smith, J., (2001), “Can interactive digital television bridge the ‘digital divide’?” www.dcs.napier.ac.uk/~mm/socbytes/jun2001/jun2001_12.htm
Inside Multimedia, (1999), www.pjb.co.uk/dbtfinal.htm
Kang, Myung-Hyun (2002), "Interactivity in TV: Use and Impact of an Interactive Program
Guide," Journal of Broadcasting & Electronic Media, 46 (3), 330-345
http://www.bbc.co.uk/digital/tv/tv_interactive.shtml
http://www.teac.com.au/pages/interactivedigitaltv.
Posts
.jpg){kind=link}
