The Digital Metamarket

The Digital Metamarket

Margherita Pagani (I-Lab Research Center on Digital Economy, Bocconi University, Italy)
DOI: 10.4018/978-1-93177-738-4.ch001
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Abstract

The world’s emerging multimedia market results from the process of convergence of three industries which were created at an interval of 50 years respectively—the telephone industry (1890), the television industry (1930), and the computer industry (1980). Convergence describes a process change in industry structures that combines markets through technological and economic dimensions to meet merging consumer needs. It occurs either through competitive substitution or through the complementary merging of products and services, or both at once (Dowling, Leichner & Thielman, 1998). Convergence is a phenomenon by which previously separated sectors end up being part and parcel of one big metamarket (Valdani, 1997), thus generating an effective merging of previously different sectors. A terminology specification appears to be right and proper—a specification adopted by the theory of business economics which conceptually defines the meaning of sector, industry, and market based on three dimensions of analysis.1 According to such terminology, the sector is characterised by all the customers’ groups (first dimension), by all the required functions (second dimension), based on the same technology (third dimension). On the other hand, within the confines of such taxonomy, the concept of industry expresses the vertical relations among the sectors. Industry detects the globality of vertically linked sectors, starting from the production of raw materials up to the gleaning of products destined to intermediate or final consumption. Changes in the relations and among the confines of the different sectors are of the utmost importance in changing both the industry and the market structure. Thus, based on the assumption that the definition of “sector” has to do with the uniformities evidenced on the offer side, the definition of industry relates to the process of productive verticalization, the definition of “metamarket” or complex market, widens the business’s competitive area to include those products deemed as surrogate in terms of technology within those usage situations where similar functions and benefits are required.

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Dedication
Table of Contents
Acknowledgments
Margherita Pagani
Chapter 1
Margherita Pagani
The world’s emerging multimedia market results from the process of convergence of three industries which were created at an interval of 50 years... Sample PDF
The Digital Metamarket
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Chapter 2
Margherita Pagani
As discussed in the previous chapter, the technological innovation process has a pervasive influence on the whole digital metamarket featured by the... Sample PDF
New Digital Media and Devices: Measuring the Potential for IT Convergence at Macro Level
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Chapter 3
Digital Television  (pages 53-74)
Margherita Pagani
With the introduction of digital technology in the production, distribution, and reception of the TV signals, an actual technological discontinuity... Sample PDF
Digital Television
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Chapter 4
Margherita Pagani
Having described the technical characteristics of the different digital signal transmission methods, it seems appropriate to investigate the... Sample PDF
The Economic Implications of Digital Technologies
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Chapter 5
Margherita Pagani
Interactive television (iTV) can be defined as the result of the process of convergence between television and the new interactive digital... Sample PDF
Interactive Digital Television
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Chapter 6
Margherita Pagani
In the previous chapters, technical features and economic implications following the digitalisation of the TV signal as well as the development of... Sample PDF
Branding Strategies for Digital Television Channels
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Chapter 7
Margherita Pagani
The advent of digitalisation is providing big opportunities which are changing the shape of the broadcasting industry. New business models and... Sample PDF
The Critical Role of Content Media Management
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Chapter 8
Digital Rights Management  (pages 180-195)
Margherita Pagani
Digital Rights Management poses one of the greatest challenges for multimedia content providers and interactive media companies in the digital age... Sample PDF
Digital Rights Management
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Chapter 9
Conclusions  (pages 196-200)
Margherita Pagani
Interactive multimedia and the so-called information highway, and its exemplar the Internet, are enabling a new economy based on the networking of... Sample PDF
Conclusions
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About the Author