Companies need to deal with the convergence of technologies and business models if they are to succeed in emerging markets, says the head of R&D consultancy, the Advanced Digital Institute (ADI).

"Not only technology, but business models are converging in many and confusing ways," said Ged Powell, CEO of ADI. "It's the coming together of technologies and business models from sectors which in the past were not necessarily related. So companies need to have that kind of additional input because they're not used to dealing in some of the markets."

ADI is currently completing its first contract which is with digital TV specialist firm, Pace Micro Technology. "We provided them with strategic technical input on convergence issues for up and coming media delivery platforms," said Powell.

"We try to pitch ourselves as a consultancy specialising in 'over the horizon' and convergence issues," said Powell. "Everything we do relates to emerging business models and technical platforms and convergence issues."

West Yorkshire-based ADI has been operating for around two years now and has secured several contracts lasting three to six months so far and is in negotiations on others, including longer contracts.

"We're talking with companies for on-going relationships and expanding our horizons," said Powell. "There's a period where you have to establish yourself with a company. Not many are willing to engage a huge contract until they learn who you really are and what you can do."