When Companies Start Thinking Small

Any technology that has been developed inevitably affects and changes the way human society. It is no different with new media. However, what makes the new media technology different and stand out from the other technologies can be attributed to the swiftness with which it has gained acceptance in the society. Possibly, the most enduring effect new media has given is that it has provided for niche areas to be heard, whether they may be underground artists or smaller business. An excellent illustration of this phenomenon is illustrated in the NY Times article entitled “Unboxed: Even the Giants Can Learn to Think Small”, Avocent Technologies, an IT management utilized the power of collaboration technologies. The developers, testers and the customers have difficulty in communicating in accomplishing a project. The company overhauled its system and used collaboration technologies to integrate the inputs of all three entities which resulted in smoother and clearer interaction among them. Furthermore, the company increased production threefold while reducing project costs and eliminating the need to hire new employees. If other companies can adopt and nurture and nurture a similar concept, this will not only increase the diversification of the companies' business interests and their competitiveness but also give them an advantage in the global marketplace for exploring new avenues and improving old ones.