reports

Changing face of videotex ‘Emerging microcomputer image pro- cessing and transmission technologies combined with new output and stor- age devices, will soon change the face of business videotex’. A report en- titled The Videotex Business Market in-

dicates that videotex as we know it today could almost disappear within the coming decade, not because of lack of demand, but because of the latest technology and more sophisti- cated networking techniques.

These technologies driven by an

increasingly sophisticated user popu- lation, will use high-speed micropro- cessors and megabytes of RAM to erase the barriers now separating vid- eotex, online database and worldwide, integrated communications networks.

Just as mainframe computing has given way to PC-based applications, so in the videotex and related fields, changes are already occurring. The display methods for CRTs and video monitors have changed from original vector graphics methods to bit-map- ping methods, used in the past for

facsimile transmission and television images for higher resolution images. Related areas such as laser printers, optical disc storage systems have also contributed to today’s videotex sys- tem.

Videotex has historically been cons- trained by transmission media which did not contain sufficient bandwidth to handle high-resolution displays due to data speed restrictions. Optical fibre which is better suited than conventional telephone networks for such video transmissions, will allow both high resolution imaging and integration with other networks for transmission of voice, data and video simultaneously. Telephone bypass

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development of ISDN will also con- tribute in this capacity.

The report continues that the need for quick access to needed informa- tion will be surpassed by the demand for more interactive and detailed in- formation and services. These trends point to a lessening distinction be- tween what is referred to as videotex and what may be viewed as informa- tion or database retrieval systems and in the future interactive communica- tions. According to the report, this could form a sizeable market in the

future in excess of $2B by 1994. (IRD Inc., 6 Prowitt St, Norwalk, CT 06855, USA) 0

Software sales decrease

The European software market will

increase by only 30% by the end of 1985 despite the increase in hardware shipments. The main reasons for this

slower growth are rapidly decreasing software package prices, smaller after- market sales of packages and software piracy.

The market is dominated by the USA based software publishers in all areas except for accounting and verti- cal packages. Lotus l-2-3, Wordstar, dBase II/III and Multiplan, because of its popularity in France, are the leading personal packages sold in Western Europe.

A report from Intelligent Electron- ics suggests that there are a number of steps to follow for a software package to become successful in the market.

Unfortunately, European softwart producers have not yet managed tc catch up with their US counterparts. To be successful, a software package must be not just creative but able tc

fill a gap in the market. Although there have been efforts to produce application packages specifically for the ‘home’ market, very little has been achieved in this area.

The second step is the publicity and advertising needed to launch a new package. Europe tends to watch the US market closely to note new deve- lopments but is less likely to take such a keen interest in markets closer to home. As a result, a program which is successful in the USA is more easily introduced into Europe, whereas news of a locally produced program virtually never crosses the country’s borders.

The third step to achieve good sales is an effective distribution network. European markets suffer because of language barriers, fragmented distri- bution networks and smaller markets. The USA thus have a head start with its huge distribution network in its own country.

There are a few markets though where European software producers have the edge. In the area of company management, legal and accountancy programs and vertical application software, Europe has succeeded in creating its own niche markets, since these programs have to conform to local legalities which requires a tho-

rough knowledge of a specific trade or profession. Also, these programs have no international future so the market requirements must be met by local production.

The report concludes that software producers in Europe will only survive by developing horizontal software and looking more closely at international markets. Or else the software pro- lucers must maintain a high standard If quality in their own vertical market products. (PI, Nordre Ringvej 201, ?600 Glostrup, Copenhagen, Denmark)

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data processing