More and more new hi-tech products are entering the market and approach consumers every day. Among them it is important to mention interactive digital TV, which was created with a purpose to benefit consumers providing them more variety of services and more control. It allows consumers to interact with TV. For example, consumers can choose the content of TV programs, buy products, and pause the advertisement in order to know more about the product they are interested in.
As every product, interactive digital TV has its strengths and weaknesses.
As for instant access using phone lines for return path, it is logical to agree to the fact this method is slower than others and could also be a serious challenge to this technology. Compared to other methods like SMS, cable, radio and digital subscriber lines, telephone can be said to be the least attractive in terms of speed. This is why the broadband connection is fast becoming familiar with more and more subscribers today. In fact it is estimated that in the near future a large majority of subscribers in the UK will be on one broadband connection or the other as far as iDTV is concerned.
Personalization is another aspect to consider when it comes to iDTV. PC and mobiles don't have several viewers. It is an item of personal usage. That is why it is easy to reach and control individual viewer's particular interests, to track what programs he/she watches, what information he/she looks for using the mobile.
Interactive television will be used to invade viewers' privacy (www.bbc.co.uk).
PC is not less practical for personalisation but on the contrary works as a 'stimulator and motivator' for iDTV. It is one of the means to watch it. Even though there might be several viewers there will be only one user at a particular time on a particular PC, whose personal details will be tracked and it will be possible to identify the person who will view iDTV through the particular PC.
Security of personal details is the major concern when it comes to e-commerce (Johnston 2003: 109). Using any media to buy service or product online causes always a risk of fraud. In this case iDTV has the advantages to offer. Once a customer registered and created an account there is no need to put personal details every time as they are saved by the service provider. Potentially iDTV is more secure than the Internet since personal and credit card details can be held centrally by the service provider, avoiding the need for the customer to enter their details each time (Marketinginsights).
As for instant access using phone lines for return path, it is logical to agree to the fact this method is slower than others and could also be a serious challenge to this technology. Compared to other methods like SMS, cable, radio and digital subscriber lines, telephone can be said to be the least attractive in terms of speed. This is why the broadband connection is fast becoming familiar with more and more subscribers today. In fact it is estimated that in the near future a large majority of subscribers in the UK will be on one broadband connection or the other as far as iDTV is concerned.
Personalization is another aspect to consider when it comes to iDTV. PC and mobiles don't have several viewers. It is an item of personal usage. That is why it is easy to reach and control individual viewer's particular interests, to track what programs he/she watches, what information he/she looks for using the mobile.
Interactive television will be used to invade viewers' privacy (www.bbc.co.uk).
PC is not less practical for personalisation but on the contrary works as a 'stimulator and motivator' for iDTV. It is one of the means to watch it. Even though there might be several viewers there will be only one user at a particular time on a particular PC, whose personal details will be tracked and it will be possible to identify the person who will view iDTV through the particular PC.
Security of personal details is the major concern when it comes to e-commerce (Johnston 2003: 109). Using any media to buy service or product online causes always a risk of fraud. In this case iDTV has the advantages to offer. Once a customer registered and created an account there is no need to put personal details every time as they are saved by the service provider. Potentially iDTV is more secure than the Internet since personal and credit card details can be held centrally by the service provider, avoiding the need for the customer to enter their details each time (Marketinginsights).
List of References
Johnston, K (2003) Internet Marketing. Essex: Pearson Education Limited
http://www.marketinginsights.co.uk/wnim0302.htm
http://www.bbc.co.uk/digital/tv/index.shtml
.
0 comments:
Post a Comment