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Corpus Electronics: Decision to Segment the Market for Convergence Products

Code : MRS0005

Year :

Industry :Consumer Electronics

Region : :Europe

Teaching Note:Not Available

Structured Assignment : Not Available

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Introduction: The communications marketplace is becoming increasingly competitive. Consumers’ expectations are growing and the range of products and services they demand are increasing in complexity. Monolithic systems, arrogant suppliers and traditional delivery approaches seem to be outdated in today’s fast-paced world. Product in this environment has ceased to be a discrete domain and the responsibility for it has become fragmented. As such the boundaries between computers, communications and entertainment products are blurring. Wireless products, particularly WiFi and Bluetooth, are now widely used and digital cameras are standard in cell phones. With the move to all digital communications and storage, a number of markets are converging: medical-consumer, automotive entertainment, communication-entertainment and computing entertainment.

Convergence within consumer products has seen digital cameras integrated with cell phones and PDA devices combined with digital media players. Manufacturers are under pressure to accommodate the requirements of multiple data formats and communication standards within a single product, as well as anticipate the needs of future standards in the design platform. The ubiquitous spread of wireless connectivity is adding to the convergence trend...

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