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[Letter to the Editor]One product does it all

Published: 13 Jul. 2008, 20:49

The variety and profusion of electronic products long preceded the digital age. Ever-newer product lines stimulated consumer tastes, encouraging them to buy and possess more. Electronic products are in use everywhere. Today the most essential of these at home include the TV, washing machine, refrigerator, dish washer and the computer. Yet, people feel these appliances are not enough to satisfy their needs. More and more new products are coming out to the market.

People tend to become lazy with new technologies that save time and effort, as well as offer convenience. As time goes on, more of these are combined into one machine that can do other functions.

This trend brings about a convergence in new technologies. An example is the combination of two separate digital functions into one gadget, such as a mobile phone that includes an MP3 player.

Significant technology advances arouse higher levels of consumer interest, which companies must respond to in order to be successful.

On the other hand, people who are in the middle of the age of convergence in new technologies now also want divergence. They are fed up with products that just stress combined technologies. These products will be superfluous if consumer needs are not taken into account.

New combination gadgets seem to retain the distinction of each set of technology. The disadvantage is that consumers will pay for a technology that they might not need. By running after two rabbits at the same time, nothing maybe caught at all.

When developing new technology for the market, it is important to consider consumer feedback by communicating with them continuously.

Emerging consumers are both young and sophisticated. They tend to experiment and feel the need to communicate to feel good and happy. To be a market success, makers of new products must feel the pulse and feelings of these consumers.

Jang A-ram, Hanyang University, Ansan Campus