Moving Towards Convergence Convergence Trends Media Essay

Moving Towards Convergence Convergence Trends Media Essay The era of Gutenberg is virtually over. A brand new digital communications technology has emerged. An electronic superhighway is beginning to girdle the globe as voice, video and data converge, bringing in their wake a new basket of digital, multimedia and interactive communication technologies. But it is not just the technologies that concern us. It is the social change that accompanies the technologies that must be our prime concern. The new technologies are doing much more. They are changing the way we live-the way we work, relax, manage our money, trade and communicate with each other. The new technologies are changing the way we perceive people, cultures, countries and companies and our expectations of them and also our expectations of ourselves. With blurring of geographical boundaries, thanks to the distance insensitive Internet, majority of business and individual are becoming part of a high-speed networking fabric which will enable secure digital communication of voice, data, and video to or from anyone, any where and anytime. Till recently, it wold have sounded like a chapter straight out of science fiction fortunately, the technology now exists to deliver it. Customers now want to pick and chose from narrowcast and broadcast. They want a fusion of voice, data, and video in all possible mixes. In other words, this means the availability of multiple technology choices to fulfill the customers desire for anytime access to people, information, and commerce. But convergence does not necessarily sound the death knell of age-old-technologies. In fact, it leaves enough room for many technologies to co-exist and one will not replace the other outright. This is because no one technology can meet all the requirements of the market-place. Hence, each technology will find its niche and redefine new and old classes of service and user terminals. In this context one can safely assume that there will be a rash of new user terminals that will let us communicate in ways we dream. Convergence is the key today. We can think about convergence in several different ways. One is in terms of the actual industries converging, such as communication, entertainment, and computing. Another is converging voice, video, and data over a common infrastructure or within a common computing platform. One important factor during convergence is the transformation of the desktop computer through faster processors supporting advanced graphics and multimedia capabilities. The PC today is a collaborative communication and media tool . Another factor driving convergence is the cost of maintaining three separate networks for voice, video, and data. Corporations can realize substantial saving in equipment, staff, and services by using converged networks. Enterprises are looking at cost savings in the WAN as the first leverage point for convergence. Using Voice-over-Frame Relay, VOIP and Voice-over-ATM the same WAN lines can be used for voice as well as data, resulting in substantial cost savings. Next, enterprises want to install the LAN and WAN infrastructure to do real-time video and audio information delivery. For education, a professors lecture can be delivered to remote campuses live or as stored video-on-demand files on a web sites, Converged networks can also be used to deliver corporate communications, presentations, and training to employees directly at their desktop. 2. Points to ponder Changing Mindsets There is emerging evidence of the immediate benefits of convergence strategies, if investments are made strategically, but these short term gains are not the only opportunity. Our focus is to look at opportunity both short and long term, created by the emergence of hybrid media and how companies can capitalize on these opportunities. Now to look at the opportunities it creates for the future. Potential to increase revenue > Reaches both cyber and traditional segments > Achieved synergies between online and offline business to promote sales > Increase access to businesses anytime and anywhere > Premium services such as customization, home delivery and choice tools increase the stickiness and allow companies to charge a premium price Potential to reduce costs > Build on a common inventory, information and logistics base > Reduce cost of contacting customers and other interaction costs > Virtual communities can help reduce the company supplied information and support > Involves customers as co-producers, reduces RD and marketing costs Creating options > Allows the company to reserve future options > Creates opportunities to move into segments or strategies online and offline as the technology and consumers continue to evolve What is Converging? Convergence, as we are referring here, means more than fusion of technologies (television, computers, wireless etc). The focus area is more of a basic convergence within a consumer- the new possibilities created by technologies and the past consumption patterns of the consumer which was restricted to traditional media consumption. The convergence will shape how the internet and other technologies unfold, and the opportunities created for companies. These are some of the questions which need to be dealt in detail. To understand and analyze the impact of media convergence , I have done a detailed case study analysis of two classic modern day examples of media convergence strategies. The case not only helps understand the practical application of media tools but also gives a measurable index in terms of its success. 1. XBOX Launch Strategy Objectives To bring the XBOX console to India by introducing the category in an organized manner. To reach out to a fairly affluent, gizmo friendly and upwardly mobile audience. Implementation The launch of X BOX provides an illustrative case study for convergence and optimum use of various advertising mediums. The launch was divided into two phases First phase to focus on generating a pre launch buzz and demand through interactive medium, while the Second phase saw the launch campaign of the console focusing on brand building advertising and viral Marketing. First Phase: The first phase saw the use of primarily two interactive mediums Internet and Mobile (SMS+WAP). It focused on generating demand for a category and brand which was getting introduced in India for the first time. Since the objective was to reach out to a fairly affluent, gizmo friendly and upwardly mobile audience a combination of Internet and Mobile media was chosen to execute the campaign. Viral marketing was weaved at every step of the campaign to maximize the media reach both on internet and mobile platforms. Campaign was seamlessly integrated on web, mobile and on ground to synchronize the lead generation activity from across all the media platforms. Internet campaign: The internet campaign launch synchronized the outbreak of homepage banners on all the major portals in India like Rediff.com, MSN.co.in, Yahoo.co.in, Sify.com, Indiatimes.com etc. All the mass portals combined together provided reach to 80% of the Indian audience logging on to the internet on a particular day. The impact of through size and visibility of the homepage properties across the main portals made the X Box campaign an instant hit and a talking point in media circles. The response on the first day itself was very promising with almost 20,000 users visiting the website. Mobile campaign: SMS: A short code campaign was activated through all consumer-facing on ground collaterals. Users could know more about XBOX by SMSing XBOX to 8243. A similar viral marketing campaign was conducted on Mobile where users could win wireless keyboard and mouse by forwarding the SMS with the XBOX offer to their friends. More than 2,000 unique users referred the promo SMS to around 4400 unique users. In all, the SMS engine saw 24,000 Hits with 16,000 Unique Users asking for the promo details. WAP: WAP Platform was chosen to be used for the first time in any of Microsoft campaigns for X BOX since the audience browsing WAP sites fitted in perfectly with Xboxs target audience. The WAP Site powered by Yahoo was promoted on Yahoo and Airtel WAP Sites. The WAP page got close to 120,000 hits with 20,000 Unique Users visiting the page during the two month campaign. Second Phase: The second phase clearly chalked out the objective of introducing the product to the audience through brand building media properties and maximizing interactions. The launch phase saw a multi media campaign across radio, TV, OOH and Internet. The TVC was really clutter breaking and had a viral appeal and the same was used as a video banner with astounding results. TVC and Video Banners did exceptionally well for the campaign. Almost every impression resulted in some interaction from the user making the video ad i.e. the TVC reach to almost 700,000 unique users seeing it twice. Results The combined effect of radio, TV, OOH , mobile and Internet made X box launch , one of the most successful launch for Microsoft and provided the perfect example of the convergence of traditional and modern mediums of advertising and its implication , thereof. This helped in generating a lot of traffic to the microsite with 10 million impressions on the same. Also the number of interactions and queries were close to 150,000. Also this overall campaign helped in reducing the cost per interaction to USD 0.33 per interaction. Since the TG was affluent, gizmo freak and upwardly mobile population the use of digital media and mobile in combination with the older mediums like TV, Print, Out of Home worked wonders for the campaign. The interactivity levels went up so much that almost every impression resulted in either a comment or a query. There were as much as 700,000 impressions on the TVC for the campaign. This case study beautifully illustrates how both mobile and internet were interchangeably used and worked wonders for the brand. 2. Barrack Obama Presidential Election Campaign Objective Increase interactivity with all the sections of the society and of different age groups. Also to increase word of mouth advocacy for Brand Obama Implementation The Barack Obama Marketing campaign is the best example of how convergence of the media was used to promote him as the Americas next president. Multichannel marketing is best recommended but one cannot force people to use new mediums, masses need to be talked to with mediums you want them to use otherwise they wont notice you. They need to communicated in a way which is non intrusive but interesting and engaging at the same time. The Obama campaign had a widespread reach and was impossible to ignore. They used traditional media such as radio, television and direct mail and they used them effectively as they knew their target audience and delivered crisp messages to them. Traditional media was the best way to target baby boomers and older Americans. It was a strong campaign which covered the maximum reach in that for an entire half an hour blocked half an hour across channels for his own commercial in waning hours of the campaign. The Obama campaign could practically print money, this is one of the main reasons how the multichannel marketing campaign was possible. Obama for his campaign even bought a satellite channel for 24 hours Obama TV. The online campaign launched for promotion of Obama as a presidential candidate is an excellent example how internet as a medium was used mobilize audience and interact with party and candidate. The campaigns website was not normal brochure ware but an interactive tool where supporters could log in, find supporters in each area; help the campaign identify prospective voters and support volunteers for the campaign. These people could also help in canvassing and word of mouth publicity. The site also had functions and tools which could be used to enable supporters to successfully advocate for Obama online. The site had been designed to encourage contribution and donations at every click. EDMs and mailers were extensively used for promotion of agenda. Though these were agenda based the mailers were very informal and interactive. Each covered a single topic every time. They were short and to the point and were frequent enough for top of mind recall, and mostly included a link to a video with candidate talking directly to the subscriber. They also used Youtube, world largest video content website for its video infrastructure. They set up a YouTube channel through which they communicated with YouTube users. But because YouTube videos can be pasted anywhere, they used their YouTube videos on their Web site, in their blog, on Facebook, and anywhere else they needed video. For this they had a specialized team who took care of videos suited to the requirements of the Youtube campaign. The uploaded videos were primarily made for being uploaded on Youtube and were not just TV commercials. Not only did they have their Facebook, MySpace and Twitter, the Obama campaign established a social networking presence at ethnic social networks like Black Planet, MiGente and AsianAve as well as Eons, Faithbase and Glee. The Obama campaign used the text messaging brilliantly. They also had a mobile website which was used to generate database and interact with people through mobile and use it as a viral instrument. The iphone users among their supporters could download an Obama application that encouraged people organize and spread the word. The campaign not only was present on Search Engine Ads but also had a presence on online display banners. There was hardly any campaign related to politics online without Obama banners running on it. Through the database generated online and on the mobile content page, the campaign administrators used them to create Obama loyalists and supporters. For the youth community the campaign was also present on a highly targeted channel like gaming with display ads on gaming sites. Video game ads are a perfect example of getting the message before an audiences preferred medium. Adult Millennial men and young Gen X men are heavy gamers and, as a result, are hard to reach. Video game ads were the perfect medium to reach these voters. Social Media Marketing Barack Obama and his team actively used social media to connect with supporters and potential voters from every part of the country. On MySpace alone, Obama had over 350,000 friends, Facebook shows over 270,000, and YouTube shows over 24,000 in subscribers. The Obama site promotes its own group and event system with the my.barackobama.com section (you can set up your own group, blog, etc.) Baracks also integrated Flickr Videos into his website as well. They actively used Flickr to upload pictures of the campaign rallies, speeches and appearances. Not only had it helped in engaging people who were there in the event but also the pictures also provided the users to blog about the campaign and get a dialogue going on. Finally, and not insignificantly, the photos engaged the Flickr community itself, which is filled with very passionate photographers, amatuer and professional alike. Results About a million people signed up for Obamas text messaging program showing the amount of involvement of the people in the campaign. More than a 0.25 million text messages were exchanged by people to join the program showing word of mouth advocacy. The same was noticed for online and other mediums together. Obama was able to engage all the classes of audience through all the mediums together. People started blogging and discussing the political agendas and promoting the same. Brand loyalty built by engaging the users. The number of people who joined communities on facebook (5,969,069), myspace(13,50,000) and youtube(1,67,000 subscribers) shows the amount of support the campaign was able to generate amongst the users. Positive word of mouth publicity generated as the campaign was able to engage audience to do it for them rather than the brand publicizing themselves. Hence showing that the audience is more affected by peer pressure than anything else. New Media convergence and tools offered by the same gives freedom to the user which helps in generating honest feedback mechanism and engage audience with the brand more. The seed of effective convergence has to be nourished well today, so that the world and India as a nation reap its benefits in the future. Convergence as a tool should be regulated, governed and practiced in the right spirit to make it a part of the fabric of the nation. This convergence of technologies brings numerous benefits to consumers: Convenience, Random access, On-demand availability. It also facilitates the option of aggregation and collaboration of Information and giving an option of distributing and sharing of the same. Marketers today should look at chalking out strategies that are independent of a medium, instead take into account the several mediums that are at a users disposal each carefully tied in with a common message to give it a 360 degree exposure. The increasingly competitive environment in the multimedia industry promises tremendous user benefits through increased savings in time, greater choice, and an explosion of innovative services and products. This is the promise, to date, truly interactive services allowing the viewer to descend through a series of levels of information are still at the experimental stage. The development of multimedia services will not replace judgment value that is provided by the traditional media. Hence, the traditional media will still have a large role to play in the new multimedia world. Multimedia has the potential to vastly increase the range of services available, and offer its users a larger choice of applications but new technology alone will not ensure success; it is the people who use it who will decide the future of multimedia. The users wants and needs; how they will manage the flood of options; and, above all, whether or not they will pay for the freedom of choice are what counts. Â  

Problem realization Essay

One problem I have had in the recent past has been concerned with making the decision on where to pursue my higher education. Getting an understanding of the problem involved not just realizing that I wanted to attend college, but also understanding how my grades and experiences may aid me in (or barring me from) attending certain of the better colleges. On one level, the problem could be identified inside myself, as I was happy to have reached my senior year of high school and was not particularly eager to embark on another four years of studies. However, as I did not want to enter the working world with only a high school diploma, the problem became an inner struggle whose outcome depended on an analysis of the pros and cons of going to college (Dombroski, 2000). The problem involved the realization that my future depended on the choice I would make concerning college. Information gathering became a significant part of what aided my understanding of the problem. On one level, information gathering was a simple as keeping my eyes and ears open, as teachers and parents were intent on letting me realize how crucial the decision to go to college was. Other forms of information gathering involved viewing brochures, visiting campuses and browsing the websites of universities that offered studies in the disciplines I was interested in. It also involved the understanding of how my monetary status would also affect my ability to attend colleges, even if I could easily get into them. Another important aspect of the information gathering, therefore, involved research into scholarship opportunities, student loans, and a gauging of the types of jobs into which I could conceivably enter upon achieving a degree in my various preferred areas. Upon reading and reviewing all the areas mentioned above, the solution became clear. College was a necessity, and with careful planning it was a viable choice (Dombroski, 2000). As the previous aspects of my critical thinking about college occurred in the summer before my senior year in high school, I found that there were still a few things I could do to alleviate some of the burdens of getting into college. I was able to implement a more structured study plan, as I realized that improved grades would not only help me get more acceptances into my preferred colleges, but they would also give me a better chance of getting scholarships. Another aspect of the solution involved taking classes that would count as some of the prerequisites of the college classes I hoped to take. I was also able to enroll myself in a few more extra curricular activities, in order to appear more attractive to admissions committees at the universities that interested me. Being in college now has given me the opportunity to evaluate how effective my senior-year plan was. Upon considering it, I reflect that the plan was a rather effective one. I was able to get into a good college that offers the area of study in which I am interested. Because I planned in advance to take classes that would count as prerequisites to my intended major courses, I was also able to enroll in classes that were sufficiently advanced in order to allow me to graduate on time. While I was not able to garner full scholarships from the college to support my studies, my grades did help me to get some financial assistance that has reduced the amount of money I have had to borrow for school. Therefore, while that aspect of the plan did not work one hundred percent, the decision to improve my grades is no doubt still one that granted me monetary returns. Finally, my decision to enroll in a variety of extra-curricular activities also appears, in retrospect, to have been a good decision. As I was careful not to over-enroll in these activities, my involvement in them was sufficiently impressive without betraying any evidence of over-commitment. Therefore, I believe that decision was also one that has enabled me to be on this path to success. Furthermore, my involvement in such activities, along with my determination to do well academically in my final year of high school, taught me some valuable time management skills that have been very useful during my time in college (Dodd & Sundheim, 2005). Creativity is most widely utilized in balancing my work, activities and social life with the large course-work load I have each semester. Even though I possess very good organizational skills, I do consider myself as having tolerance for messiness and disorder to some degree. The type of messiness to which I refer is allowing some amount of non-uniformity in my time table. Therefore, while a great deal of my day is scheduled and planned out (such as classes, work time, and some study time) a lot of my day is still left uncommitted. Therefore, I make decisions on what to do at those times on the spur of the moment rather than ahead of time. On a few occasions this has left me with the dilemma of having to choose between sleep and studying for a test. The fact that I have chosen to forego sleep demonstrates my willingness to take risks in the area of sleep deprivation and not with my grades (Dodd & Sundheim, 2005). Mental blocks are mainly an issue for me where it comes to difficult analytical (such as mathematical) task and classes. I have not had very much luck in performing well in such classes—however, taking some such classes has been necessary in the pursuit of my degree. In order to avoid these mental blocks I try to research methods of visualizing the abstract, analytical ideas that are put forth in such tasks. I use the internet and other resources to find where people have succeeded in making such abstracts concrete. This allows me to relax a bit more when such topics are broached. My method of brainstorming happens to occur in close relation to my attempts to be receptive to my senses. When faced with the problem named above of balancing studying/homework with social life, not only to I pay attention to my desires to go out and socialize, but also to the nagging sense of having a pile of work that needs attention. Therefore, I pay attention not only to my sense of adventure and desire for enjoyment, but also my common sense that tells me how much work I can conceivably handle in the amount of time I have allotted (Dodd & Sundheim, 2005). References Dodd, P. & D. Sundheim. The 25 best time management tools and techniques. Peak Performance Press. Dombroski, T. W. (2000). Creative problem solving: the door to individual success and change. Lincoln: iUniverse.

Bruce Dawe Lifecycle Essay

I believe Bruce Dawes poem Life Cycle is both of satirical nature and a celebration of the game of Australian Rules football in Victoria. This is shown in the use of many poetic techniques such as religious connotations; tone of the writing and by dedication to Big Jim Phelan. Throughout the poem Dawe uses several religious references such as, â€Å"like the voice of god† which is showing the reader that in Victoria the game of Australian Rules Football is similar to god and taken as it’s a religion, this quote is explaining the voice of the typical supporter screaming their encouragement to their team this also shows the dedication to a fan has to the game, and to their team, therefore this shows both a satirical attitude and a celebrationary tone. Dawes references and baseing of the poem to a life cycle is using satire to show the Victorian people’s devotion to the game by showing they see AFL as a huge part of their life cycle. He talks throughout the poem about the different stages of life and their relating stage to their support of the AFL and their club. These references indicate that the poem is of a satire tone One of the key parts of the poem is the dedication at the start to Dawes friends father Big Jim Phelan a former AFL player and board member and an overall fan of the game, this dedication shows that it is also a celebration of the game due to Phelans love for it To conclude Bruce Dawes poem shows both satirical and celebration natures.

Applications Of Cnn In Computer Vision Essay - 982 Words

Applications of CNN in Computer Vision Applications of CNN in Computer Vision Computer vision is a very broad research area which covers a wide variety of approaches not only to process images but also to understand their contents. It is an active research field for convolutional neural network applications. The most popular of these applications include, classification, segmentation, detection and scene understanding. Most CNN architectures have been used for computer vision problems including, supervised or unsupervised face/object classification (e.g., to identify an object or a person in a given image or to output the class label of that object), detection (e.g., annotate an image with bounding boxes around each object), segmentation†¦show more content†¦While this CNN model has significantly reduced the error rate for image classification, we shall discuss below more recent and advanced deep CNN architectures, which have achieved a very high classification performance. 1.1. PointNet PointNet [3] is a new type of neural network which directly consumes point clouds and well respects the permutation invariance of the points in the input image. PointNet, shown in Fig. 1, provides a unified architecture for applications ranging from object classification, and part segmentation, to scene semantic parsing from pointclouds. It directly takes point clouds as input and outputs either class labels for the entire input, or per point segment labels for each point of the input. PointNet has three main modules, which we briefly discuss below. 2 1.1.1. Symmetric Function (Max Pooling Layer - Module A): The first key module is the max pooling layer, used as a symmetric function to aggregate information from all the points, and to make a model invariant to input permutations. To achieve this, a general function is defined on a point set by applying a symmetric function on the transformed elements in the set: f(x1, . . . , xn) ≈ g(h(x1), . . . , h(xn)), (1) In the above equation, f : 2RN → R, h : RN → RK and g : RK Ãâ€"  ·  ·  · Ãâ€" RK →R is a symmetric function. h is approximated by a multi-layer perceptron (mlp) network and g by a composition of a single variable function and a max pooling function. Through a collection ofShow MoreRelatedPropaganda And Its Effect On Society2510 Words   |  11 Pages that even the most stupid of those towards whom it is directed will understand it. 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