To: Nimbus who wrote (6086 ) 12/19/1998 2:04:00 PM From: Nimbus Read Replies (2) | Respond to of 21143
Why Germany's Biggest VoD Trial Flopped Lack of user involvement in the development of the innovation of advanced information and communication technology services led to the failure of the ACTS trial on interactive TV services in Baden-Wuerttemberg earlier this year (see ACTS Newsclips, Nr. 17) claims a study by the Centre of Technology Assessment (CTA) Baden-Wuerttemberg, presented by Gerhard Fuchs at the EuroCPR '97 in Venice, March 23-25. The "Interactive Video Services Stuttgart" (IVSS) project aimed at up to 4,000 users and was cancelled before a single household had been connected, after a one year delay and only one week of testing. IVSS had been supposed to become the largest field trial of its kind in Germany. It was carried out by a consortium of Deutsche Telekom, Alcatel SEL, Bosch Telekom, Hewlett Packard and IBM. It had been delayed a number of times and finally called off in February of this year. Dr. Fuchs reported that the failure of the IVSS trial was resulting from organisational problems. "In the end, however, the failure of the project is linked to a lacking consensus about what was to be achieved with the project and what concepts of usage were to be envisioned." The project was started under the auspices of the State Government of Baden-Wuerttemberg, which also contributed about a third of the funding. For the 'Land', the IVSS was to become a symbol of Baden-Wuerttemberg's modernity and ability to be in the lead of information society development. This ambition was contrasted by what Fuchs calls the 'modest project design' of the project. "After three years of discussing and developing the project, there was still no clear, shared idea what it is all about." Partners were oriented towards demonstrating their technical expertise by developing something completely new. The task was too complex for one to do it alone, but evoked a constant process of joint problem solving. In addition, the fact that IVSS was, on the one hand, a regional project and that, on the other hand, the key technology partners were multinational actors, lead to an asymmetry in commitment. The failure of the trial is a considerable loss for the Stuttgart region, particularly since all partners had expressed their intention to use IVSS as a flagship project to be positioned at the leading edge of multimedia development. Technical difficulties mounting the uncertainty over user acceptance of interactive video services, together with increasing project costs, resulted in the decision to cancel the trial. By Peter A. Bruck, Techno-Z FH F&E, 27.03.1997