## 2 Literature Review  
### Challenges for New Technological Convergence Products (NCPs)  
With the advent of industry 4.0, attention to a series of global mega trends, such as smartization, servitization, and platformization, has rapidly increased all over the world [8]. It is a global trend that products and services are merged with recent disruptive technologies to be smarter (i.e., smartization), and the transition of business models is accelerated to make the products converged with services (i.e., servitization) [9]. There are also more and more cases in which products and services are connected into a single platform, which creates new markets and even changes the rules of the game (i.e., platformization). Intriguingly, all these global trends are based on technology convergence, encouraging the development of new kinds of products and services to meet evolving market requirements. Indeed, various emerging technologies, such as artificial intelligence, augmented reality, big data, and Internet of Things (IoT), are extensively combined with existing or other new technologies. Accordingly, many new technological convergence products (NCPs) are appearing in almost every industry, providing unprecedented values. As mentioned earlier, however, NCPs may have difficulty getting relevant certifications that are often formally required before entering the market. Certification is an act of verifying that the object of evaluation (e.g., a product) conforms to the designated standards or technical regulations, and thus proving the legitimacy that it is appropriate and safe to use and ship the product [10; 11]. Standards usually contain performance test methods and qualification criteria, both of which specify the technical specifications acceptable in the market. In general, standards are developed and finally enacted for the product items that multiple providers need to comply with the relevant technical specifications [7]. This indicates that standards are not made for every kind of new products, such as NCPs. Compared to other existing products, NCPs are more often asked to prove the quality and safety levels through accredited tests. From a buyer's point of view, confidence in the products that did not exist before is inevitably low, and it is quite difficult to predict the serious consequences of the new technological attempts, such as the merging of disparate technologies. Therefore, despite the technical excellence, whether the product is certified or not has a significant impact on purchase decisions. However, in many cases, the standards in the existing certification systems are not perfectly applicable to NCPs, due to the differences in product structure, applied technologies, and functions. Without certifications, there will be limitations or restrictions to product release due to the lack of legitimacy [12]. This delays time to market for NCPs and increases the probability of losing chances for market preoccupancy [6]. Moreover, it usually takes several years for a standard to be established [7; 13]. When a draft is developed to meet market needs, discussions among important stakeholders including sellers, users, and regulators are actively followed, and finally, agreed content is confirmed as a standard to be published [14]. The process for the discussion and consensus is indeed important because if standards are not properly written, low quality products can be distributed on the market, negatively affecting the health or welfare of users and damaging the whole market. This procedure for the establishment of new standards also suggests that it is highly unlikely that new certification standards for NCPs will be developed within a short period of time whenever requested. In the case of NCPs, the levels of product diversity are expected to be higher than other products because of the rapid change rate of technologies. Thus, the peculiarity of each NCP may delay the standardization process longer than usual, because standards should not be biased in favor of a particular group of stakeholders [15].