Aaahhh! I go crazy when I know I had a video to back up my point, but the memory of were I saw it is completely gone… well well. Any way.
The recent decade must have been a revelation, and probably a real pain in the ass, for many businesses and companies when it comes to developing new ways of communicating with its costumers. The web and is spawning new features and applications have forced companies to really communicate with costumers more activly. Blogs, e-mail, forums, social networks and many other new web applications have eased this process. Even though the net offers endless possibilities to harness the result of GOOD costumer communication, it still resolve around just that, communication. One to one communication in all its glory, but I believe future success will depend on integrating true interactivity into the core bone structure running through the whole organisation.
By gaining knowledge and experience around Interactivity, it will ease developing new products and services to connect with its considered userbase. A great example of good interactivity is video games. Consider this: The game developers have the challenge of creating an interactive experience with the purpose to entertain and enchant the player for (not every game) a good 10 hours +. This task isn’t a walk in the park. Every little detail in the game must have a purpose and/or function. Adding to the overall experience. Interactivity expert also exist in web, hardware and regular software development. But games have the distinction of entertaining. A software program can be easy to use and do the actions you ask it for, but not entertain, to “suck you in”. Not to say interaction design isn’t important here too.
For businesses to really be successful and create good competeive products and services interactivity will be more important. Both intern and extern interactivity. PR and communications students should get more education in interactivity in the future. Maybe every company will have their own game designer as a key role in the business, marketing and development work? 
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