Things change. Usually for the better. In consumer electronics (CE), that usually means faster, smaller and cheaper. Now, however, things are changing faster than ever, raising consumer expectations and disrupting historic industry product development and market planning patterns.
Technology shifts, shorter life cycles and other unexpected requirements have become part of the industry’s new dynamics, but chipmakers and CE manufacturers are clearly under growing pressure to produce new and compelling products with new features and better performance and at lower production costs. Forget about five-year, even two-year business plans. “The changing dynamics require new thinking,” says David Bent, vice president of marketing for Sony Ericsson North America.
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