A third challenge is the content access and the capacity to initiate creativity and innovation across the entire range of distribution strategies and the content appliance. The packaging of products and services has enabled the convergence of several combinations and hence customers can get a mix of content, products, and services (Margetts 1999). The establishment of business models around such type of packaging relies mostly on the wholesale access to significant content to enhance the range of packaging that addresses the personal requirements of the consumer. Fourth; since digital content can be copied and distributed with a lot of ease, it is very common to find unlicensed and illegal businesses in copying and distributing content.
At the same time, there is increased piracy due to increased technology in the areas of Information and Communication Technology, Digital Britain (2009). Due to these threats, there is dire need to develop very effective counter-piracy policies and efficient rights enforcement laws since the current ones have been very insufficient. The most important measure to be taken will be to enhance legitimate access to the digital content and these measures will be focused on the development of new business strategies and incentive.
This is putting so much pressure on the access of professional content for instance program- making, news gathering and journalism and this will have serious implications on technological developments in future, Digital Britain (2009). Considering all these challenges and especially the advertising model in its celebrated role as a reinforcement to finance for much creation of content, the United Kingdom has to seek other funding means or machinery which would replace in part or entirely, Digital Britain (2009).
The Ministerial conference in Vienna where E-inclusion was being debated reached conclusions that: “ Broadband is an important product just like electric power or water. It is currently an essential service for efficient partaking in international trade, culture, education, politics, economy, and society.
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