Measuring the Potential for IT Convergence at Macrolevel: A Definition Based on Platform Penetration and CRM Potential

Measuring the Potential for IT Convergence at Macrolevel: A Definition Based on Platform Penetration and CRM Potential

Margherita Pagani (Bocconi University, Italy)
DOI: 10.4018/978-1-93177-748-3.ch005
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Abstract

In this chapter, the author sets out to define what convergence is and to measure it in Europe. It begins by proposing that the concept of digital convergence, as it is commonly expressed, is taken to refer to three possible axes of alignment: convergence of devices, convergence of networks, and convergence of content. Although there is evidence in digital environments of limited alignment in some of these areas, there are considerable physical, technical, and consumer barriers in each case. In fact, rather than convergence, the transition from analog to digital is often accompanied by a process of fragmentation. A better way of looking at convergence may lie in the degree to which two-way digital networks facilitate cross-platform management of customer relationships, regardless of the type of networks those customers use. In the chapter, a definition of convergence based on penetration of digital platforms and the potential for cross-platform Customer Relationship Management (CRM) strategies is argued for before going on to develop a convergence index according to different European territories that can be compared.

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