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Case Study: Fueling a new market |
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Challenge: Video telecommunications providers and equipment manufactures wanted to educate the television and movie industries about emerging technologies and applications for new digital video services in order to drive growth in an emerging market. Analysis: Although media industries were also converting to digital formats, these parallel experiences would not readily intersect unless the early adopters in both industries were deliberately brought together. Solution: SWI conceived and produced the first three VidTranS conferences and marketed them to target audiences from both the telecommunications and the media industries. We call this a "Rosetta Stone" service: communicating information and culture between two disparate communities. Success: The conferences succeeded stimulating a digital video services market in the late 1990s and VidTarnS is now integrated into the mainstream media industry through a relationships with that industry's premier technical and standards body. See the conference programs created by SWI: Read some of the publicity generated by SWI: |