Going digital is a lifestyle choice

Atul Gupta: “Service, support and reliability count for a great deal more than those in the industry sometimes think.”

But what is a digital lifestyle? Strictly speaking, if one has invested in any form of digital technology (especially mobile/wireless) and personalised that technology, even partially, then one is officially part of the digital lifestyle market.

What makes digital lifestyle technology so popular and why is it considered by those in the ICT sector as one of the fastest growing market segments today? This is really down to global popularity fuelled by factors such as affordability, mobility, user-friendliness, multi-functionality, security and durability.

There is simply far more for consumers to choose from than has been the case in the past. Products or ‘gadgets' are stronger, more versatile and can now offer the user the ability to instantly record and store material with minimal effort. This, in combination with mobility, is probably the main reason for success and increased adoption rates within digital lifestyle technology.

Everything is being centralised and compacted – a trend that has been on the rise for some time. The convergence of applications – that which can be accessed anywhere, anytime – is the cornerstone of where we are with technology.

It goes back to the main purpose behind the establishment of IT – convenience and control. In PC terms, we have come a long way – from the desktop right across to the notebook and onto the palm pilot or PDA and cell phone.

The average person's ability to compute is not limited to logistics, to location, to background or circumstance. Now aspects like connectivity and instant communication are brought into the mix and technology vendors, manufacturers, distributors, suppliers and resellers have been quick to leverage off this and hence the increased level of innovation within digital lifestyle product.

This market is very broad and is not necessarily shaped or influenced by conventional factors.

Yes, budgets will determine the extent to which consumers can engage the market and yes, the requirements for product will differ from person to person. However, there is a ‘universal' element to lifestyle technology that separates it from traditional ICT product sets.

This quality places an immediate value on lifestyle technology. One can use it for the many purposes for which it was bought, knowing that this technology has global application, is influencing millions of lives around the world.

It would be difficult to completely ignore or avoid the digital lifestyle market. In the past, it was a case of tapping into the odd appliance or gadget, and using it exclusively for a sole purpose. Today, however, the level of innovation has increased the capacity of these products in terms of output and also engineered their storage capability – which adds immediate value. It really is a self-perpetuating and sustainable industry.

Amid this environment of empowerment, technical progress and innovation, there is little wonder that companies the world over are jockeying for position and competing for their share of the commercial spoils. However, as all aspects of IT, there has to be delivery on service – simply lining up a few modern mobile solutions will not suffice.

Levels of competition have reached the point where consumers are spoilt for choice so brand allegiance can only be relied on to a point – service, support and reliability count for a great deal more than those in the industry sometimes think.

With the pace of innovation as it is and the increasing levels of skills development, more money for research and development, and rapid rate of lifestyle technology adoption, one is assured that this market will be around for some time to come.