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On Wednesday I’m on a panel at DPAA talking about convergence.

The sexiness of cross pollinating mobile, social and DOOH is a hot topic. The coexistence of these technologies is often characterized as “Convergence.”

But convergence is a myth.

What is more important is interoperability.

If my device/network can’t interoperate with an audience’s device/network, it might as well be dead to the world. Media will be less measurable, less actionable, less engaging, less immersive, less… everything if it cannot interoperate. And when most people talk about convergence, they actually mean interoperability.

Convergence leads us down the wrong path – we do not need to build neighboring technologies into our devices/networks, we need to build connections and interfaces into them so that they can communicate with each other.

That’s why our DOOH screens, players, CMS, networks etc need to display tweets, checkins, Facebooks fans, text messages… because if they can’t they are like yesterday’s newspaper – old news.

Our DOOH screens need to co-operate with the outside world – and each other.

Interpretability is the word.

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One Response to “Why Convergence Isn’t Important”

  1. Ed Personius Says:

    I think DOOH is a great tool for interoperability because as a visual display, you can display those other touchpoints, such as a text code, a tweet, or a QR. In fact, in my mind, DOOH is the ultimate for connecting the OTHER media, social, mobile etc., in that if simply used as a directional medium–a signpost showing people or reminding people of these other media, it justifies and proves its invaluable worth. Great article.

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