The science fiction movie that I
watched for the Module 4 assignment was Paycheck. When I read the assignment, I did not even
consider trying to locate a DVD. We have
a theater room with a Western Digital Media component. That device allows us to pick up videos from
several streaming video providers. We
also have a connection for our laptops to hook in to the projection
system. This allows us to pick up videos
from Amazon streaming. For this project,
I purchased the streaming video for $2.99 from Amazon. It instantly appeared on our projection
screen.
This conversion from DVD to VOD is
one that our family embraces completely.
Years ago, we had a massive collection of VHS tapes. As that technology disappeared, it was
obvious that our financial investment in VHS tapes was a mistake. We dallied at creating a DVD collection
during the early days emergence.
Although we converted to the new technology, we hesitated to make purchases
and begin a collection. With the
appearance of VOD, that dilemma disappeared.
We are members of Amazon PRIME for purchases, and there are many videos
that we can watch for free. Convenient service and the simplicity of digital
storage make the VOD concept a superior one for our house.
This competition between DVD and VOD
is an excellent example of increasing returns.
According to Arthur (1996), an emerging technology follows the process
of increasing returns when the innovation moves ahead of the competition. In a snowball effect, once ahead it continues
to get farther ahead.
VOD follows this explanation.
This system gained popularity with consumers due to advantages in
delivery and storage. As more consumers
acquire rapid Internet connectivity, this advantage compounds. The popularity of DVDs is in a decline as
evidence by a reduction of DVD searching (Peoples, 2011) and reduction in DVD
player sales (Daily Mail Reporter, 2010).
The concept of red
queens in emerging technologies comes from the Red Queen in “Alice in
Wonderland”. In this movie, the
characters race and race to just stay in the same place. For emerging technologies, this refers to two
technologies moving ahead in fierce competition. This does not fit the DVD and VOD market with
the sequential timing of the technology.
The VOD market followed DVD’s and included additional dependence on
Internet technology.
I believe DVD’s
are working their way toward the obsolete quadrant of McLuhan’s tetrad. Digital media resources will continue to
overtake the DVD market. VOD technology
enhances video delivery by providing the consumer more control, easy storage
and acquisition, and a reduction in cost.
Both technologies obsolete VHS and static television movie viewing. Additionally, VOD obsoletes DVDs. VOD’s eliminate the possibility of damage as
noted in a broken, scratched, or damaged disk.
Although digital files can become corrupted, marketing systems can
provide backups and product assurance.
References:
Arthur, W.
(1996). Increasing Returns and the New World of Business. Harvard Business
Review, 74(4), 100-109.
Daily Mail
Reporter (2010, May 5). DVD player sales
plummeting as film lovers switch to downloads.
Mail Online: Science and Tech.
Retrieved from: http://www.dailymail.co.uk/sciencetech/article-1270704/DVD-sales-decline-likely-die-internet-Digiboxes-over.html
Krugman, P. (writer). (1999, August 19). 33000_33448_neubecker_lan
(graphic). Retrieved November 6, 2012
from: http://www.slate.com/articles/business/the_dismal_science/1999/08/talking_about_a_revolution.html
Peoples,
G. (2011, April 22). Google report on DVD’s decline not death.
Billboard.biz. Retrieved November 6,
2012 from:: http://www.billboard.biz/bbbiz/industry/tv-film/google-report-on-dvd-s-decline-not-death-1005150012.story