Introduction

Convergence is the new buzz word. It is especially big in media circles. A few years ago most major newspaper and TV stations went online. This enabled their audience could get their news immediately. Many umbrella companies like Media General and Clear Channel own TV news stations as well as newspapers or radio stations in the same town. When this heavy convergence path was embarked on it opened up a seamless line of information for subscribers. They could get snippets of information online as soon as the story broke; then more of the story at the 6:00 and 10:00 news casts; and an even more indepth story in the next day's paper. They were constantly kept in the loop through various media that they used on a daily basis.

Technology has evolved even farther and now the internet can be accessed practically anywhere withWiFi and satellite options for computers, PDAs, and cellphones. People are downloading podcasts to mp3 players so theycan take a message(i.e. radio) or show with them on the go. Many of the phones are starting to have mp3 capabilities so consumers don't need to carry two devices. Blackberry phones have long converged the cell phone and PDA for people and pretty soon the iPhone from Apple will join the ranks of smart phones to accomodate people by linking a mobile, PDA, mp3 player, wireless internet access and even gaming. However, convergence doesn't just happen in technology but advertising messages as well. This thought process has hit the world of advertising with a force. Since American Idol has gained in popularity the TV has been asking viewers to text this number to that number and vote or enter to win or both. Now everyone, including SNL, wants you to vote by texting in your answers. This is an easy measurement tool as well as a way to test how effective a TV ad actually is by the number of responses.

Another example consists of cell phones and desktop phones. Using WiFi/VoIP networks, consumers would have the capabilities to leave a building covered under a WiFi server and switch seamlessly to cell service coverage, without dropping or redialing a call. This could illiminate the desk phone in offices all together allowing professionals to simplify one portion of their business. IT people say it is still off in the distance because of the cell phone carriers loosing billable minutes from the deal. CISCO has acquired a company to allow mobile phones and smart phones to access corporate VoIP networks. Some businesses have tested the 802.11 IP phones but found the consumer didn't want two handsets(cell phone and 802.11 IP phone) since the IP phones only work inside the network and the cell must be used outside it. By converging these two capabilities into one device it could be found in the dictionary under "goanywheregadget".

Avaya has already coordinated with Motorola to log in to the PBX networks and act as in-office phones from their networks. Blackberry maker, RIM, also has the capability to ring an office and cell phone simultaneously through their Ascendant voice mobility.