Success factors of product concepts for convergence products in the telecommunications, internet, media, and entertainment industries. (2015)

• Record Type: Journal Article
• Authors: Holle, Daniel; HÁ¼sig, Stefan; Dowling, Michael; Mohr, Nikolaus
• Is Part Of: International journal of product development. Volume 20:Number 4(2015)
• Page Start: 304
• Page End: 324
• Publication Date: 2015
• Subjects: telecommunications industry -- internet industry -- media industry -- entertainment industry -- convergence products -- product development -- product concepts -- success factors -- Germany -- Austria -- Switzerland; New products -- Periodicals; Technological innovations -- Periodicals; Research, Industrial -- Periodicals; 658.57505
• Languages: English
• ISSNs: 1477-9056

Abstract

The convergence of the Telecom, Internet, Media and Entertainment (T.I.M.E.) markets has been taking place for decades, but many convergence products designed and marketed by experienced corporations have failed. We propose that the problems associated with newly developed convergence products are often the result of poorly defined product concepts. Specific research on product development and product concepts that is focused on convergence in these industries has so far been largely lacking. In this empirical study, we derived 18 hypotheses on the success factors of convergence products based on information attained from a literature review and interviews with industry experts. We tested these hypotheses using a large scale survey conducted in Germany, Austria, and Switzerland. We identified 13 success factors as being relevant for product market success, seven of them being of particular importance. The findings expand on the existing findings on success factors for product development as well as convergence research and practice.