The Digital Society

August 20th, 2004

Have you noticed the renewed excitement about "new media" this year

The Sunday Times opined on July 11 in an article on the issues facing our digital society, Baffled by the new digital world.

Its all because the digital revolution ? which never went away by the way ? has moved into next phase? legal music downloads, television through a computer, up-to-date news on your phone, video on demand.

Michael Grade declared "the status quo is not an option". When launching the BBC's digital manifesto.
It seems the older generations are the challenge, whereas the young are growing up with and expect digital convergence.
Stephen Carter again from Ofcom says

Television cannot deliver a digital society. Only broadband can do that. The move to digital broadcasting and to broadband means that media literacy depends on a willingness to embrace new technology. That can be a challenge for many people. Changes often bring great benefits, but they can also bring added complexity. Ultimately, the real value of technology is what it can add to our daily lives.

The way businesses benefit is to think about clear perceived customer benefit; ease of use, time saving? an enhanced customer experience etc. And creating compelling reasons to take-up the technology? This is sometimes not a direct approach. You never educate someone reluctant to convert, if you tell them you are going to educate them. We need a subtler more creative approach.
The government has a very big challenge on its hands to convert the nation to a digital world. Putting back already the date when it plans to switch off the analogue signal.

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