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Have you noticed that website launches fail to suprise any more?
Of course, that's because over the past 15 years, we've all seen as many websites as we've had hot dinners.
But it's also because web design has been converging, thanks to the mobile trend, established interaction design patterns and also cultural conventions, as clients are influenced more by the crowd when deciding on their own approach.
I'm continuing to explore my web design predictions for 2016 in more detail, so let's take a look at convergence.
Though 2012 showed promise, it was clear that no brand had yet to create a compelling experience in the mobile space.
The so-called 'year of mobile', almost a cliché at this point, turned out to be anything but.
Google TV, the search giant's ambitious initiative to change the face of television, is one of the more recent attempts at finally delivering on the promise of television-web convergence. When it launched almost two years ago, it appeared that the timing for this long-discussed convergence could finally be right.
But despite initial appearances that Google was making the right moves, Google TV has struggled.
Multichannel strategy has been on the agenda for the past few years, it is not a new phenomenon.
Whether marketers have reached multichannel nirvana is up for debate, but we’ve no time for that now, we’ve moved on. 2012 is all about convergence.
A year and a half ago, Google announced Google TV, an initiative that, on the surface, looked like it had the potential to finally deliver the television-web convergence that has been envisioned for so long.
Trying to bringing the power of the internet, along with its own Android platform, to the small screen, "might be one of the most important things the company has attempted", I wrote at the time. And for a short while, it seemed to be off to a promising start.
When it comes to the mediums that it plays in, Google could sit back and remain content with its strong position on the desktop and mobile devices.
But as successful as it is, the company stiill sees opportunity to create a bigger footprint.
One of the mediums in which it's hoping its footprint can extend: television.
Digital marketing, communications and advertising isn’t now just restricted to the internet, especially as online channels continue to develop and merge into offline ones.
For example, we’re seeing traditional advertising space, such as television and outdoor display evolving into digitally-driven platforms, like connected TV and electric billboards.
Here are 14 truly great examples of where technology acts as the glue between digital and traditional advertising space...
The battle to bring the internet to the small screen is heating up. And the fight to control when and how the internet is brought to the small screen is heating up too.
After finding Google TV blocked by a number of television networks, a Google product manager for Google TV recently stated that the company hasn't done a good enough job communicating what the product is to content owners. And it doesn't seem to be improving in that effort.
When Google TV was first announced, I wrote that it "might be one of the most important things the company has attempted." If successful, Google would do nothing less than realize the dream of television-web convergence.
But I also noted that execution was key, and there was no shortage of skeptics who questioned whether Google would be able to put it all together.
For nearly as long as the internet has been available to the general public, entrepreneurs and technologists have dreamed of the convergence of the television and the web. From WebTV to today's internet-enabled gaming consoles, the small screen and the internet have been introduced to each other.
But the type of convergence that many have predicted and sought to create has remained elusive. The world's biggest search engine, however, hopes to change that.
Apple is buying Quattro Wireless... and coming out with a tablet computer. Google just announced its entry into the mobile phone market. TVs air programming streamed from the web (or from a PC in the next room), and soon they'll accommodate HD video Skype calls. All this digital convergence has to make you wonder: are there still digital channels, or is digital just becoming, well... just plain digital - a channel unto its multiplicity of selves?
Devices just aren't specific anymore. You play games on your phone, surf the web on your TV, and watch TV on a wireless handheld device. Is it still talking "on the phone" if I "dial" via Google Voice on my Blackberry, or via Skype on my laptop? Are you "watching television" if you're viewing an episode from your favorite series on Hulu, YouTube, or iTunes - and watching on a PC or tablet or even a phone? "Reading the newspaper" on an ebook reader?
And will all this convergence make marketing simpler, or much more complex?
The convergence of the television and the web has been promised for more than a decade now. Anyone remember Microsoft's acquisition of WebTV in 1997?
There were good reasons at the time to see the potential of a marriage between the internet and the TV, and there still are. Like a lot of predictions, however, this one was a bit premature. But is now the time?