Conclusion Using the examples in this short article, we have seen that the similarities of the Internet medium with traditional media precipitated a more rapid convergence of media types because new value could be created. If companies embrace the concept of media convergence and resourcefully use different media for the unique characteristics of each, they will be better able to serve the evolving preferences of consumers. Companies will also have to adopt hybrid revenue models to capture some of the new value that is created. As consumers of information and services evolve in their needs and sophistication, revenue models must fit the new exchanges of value. Finally, even a convergence of technologies is driven by the evolving needs and demands of these consumers.
Consumers demand to get information and services from anywhere, at anytime, and in any way.
It is thus that the Internet medium has initiated, enabled, and necessitated the total convergence of media types, revenue models, and technologies. Companies should then embrace these changes and take advantage of them. The rate of change in the business environment as we know it necessitate an aggressive and committed approach to using this medium.