The Concept of Perishability and the Digital Switchover
1.0 Executive summary
This report will focus on the concept of perishability and how this concept can be linked to the Digital Switchover. This report will also investigate how the US, Japan, Europe and the UK differed in their strategies to implement this switchover and what affect this had on consumers.
2.0 Introduction
As the digital switchover is an emergent issue at the moment there is a strong need to explore further into why this issue will and has had a huge effect on the consumer market to date. The aim of this report is to link the concept of perishability with the digital switchover and show how by implementing this switchover throughout the world what affect this had on the consumer. By examining this issue further we can see how the digital switchover has been a much debated issue over the last few years and we can gain a clear insight into why the UK and other countries used different strategies to phase in the switchover in order to make consumers aware that their analogue television services will perish. We will also be able to see what affect this will have on them.
3.0 The different strategies implemented by the US, Japan, Europe and the UK to phase in the digital switchover and what affect this had on the consumer
A service can be defined as “the production of an essentially intangible benefit, either in its own right or as a significant element of a tangible product, through which some form of exchange, satisfies an identified need”(Palmer, 2008). For this report the service which will be investigated is the service of the TV. “The contemporary consumer is now more active, informed, connected, wealthy, demanding, difficult to profile, unpredictable and empowered” (Pine and Gilmore,1999; Schmitt, 1999; Gobe, 2001). Therefore, the way in which the various countries being studied phased in the digital switchover had to be greatly thought out to ensure the consumer was fully aware of what was to come and to give them time to come to terms
This report will focus on the concept of perishability and how this concept can be linked to the Digital Switchover. This report will also investigate how the US, Japan, Europe and the UK differed in their strategies to implement this switchover and what affect this had on consumers.
2.0 Introduction
As the digital switchover is an emergent issue at the moment there is a strong need to explore further into why this issue will and has had a huge effect on the consumer market to date. The aim of this report is to link the concept of perishability with the digital switchover and show how by implementing this switchover throughout the world what affect this had on the consumer. By examining this issue further we can see how the digital switchover has been a much debated issue over the last few years and we can gain a clear insight into why the UK and other countries used different strategies to phase in the switchover in order to make consumers aware that their analogue television services will perish. We will also be able to see what affect this will have on them.
3.0 The different strategies implemented by the US, Japan, Europe and the UK to phase in the digital switchover and what affect this had on the consumer
A service can be defined as “the production of an essentially intangible benefit, either in its own right or as a significant element of a tangible product, through which some form of exchange, satisfies an identified need”(Palmer, 2008). For this report the service which will be investigated is the service of the TV. “The contemporary consumer is now more active, informed, connected, wealthy, demanding, difficult to profile, unpredictable and empowered” (Pine and Gilmore,1999; Schmitt, 1999; Gobe, 2001). Therefore, the way in which the various countries being studied phased in the digital switchover had to be greatly thought out to ensure the consumer was fully aware of what was to come and to give them time to come to terms
References: Challenges of television after digital switchover in Japan-www.intellectbooks.co.uk/journals (Accessed on 17 November 2012) Digital switchover in Europe- www.cable-quest.in/pdfs/digital%20switchover%20in%20europe.pdf (Accessed on 16 November 2012) Digital switchover in Europe- www.digitag.org (Accessed on 18 November 2012) Digital UK-Home- www.digitaluk.co.uk/(online) (Accessed on 17 November 2012) Gobe, M (2001) - Emotional branding: The new paradigm for connecting brands to people New age media: Digital TV switchover must convince the old (2012) Ministry of public management, home affairs, posts and telecommunications, Japan (2002) MTG Leiva, M.Starks, D.Tambini (2006) - Overview of digital television switchover policy in Europe, U.S and Japan Palmer, A (2008) – Principles of services marketing Palmer, A (2011) – Principles of services marketing Pine and Gilmore (1999) – The experience economy Schmitt, B (1999) – Experiential marketing Appendix 1 (Overview of Digital TV Switchover policy in Europe, U.S and Japan. MTG Leiva, Michael Starks, Damien Tambini (2006))