Tuesday, May 21, 2013

Welcome to the One-Screen World

  

As screens get increasingly getting cheaper and more ubiquitous, are we going to keep counting them? 

Not too long ago, I was asked to give a presentation on the state of digital media and how well brands are intersecting the worlds of marketing and technology. Prior to my closing keynote, there was a panel discussion about the state of media. One senior media executive was discussing the power of "a four screen world." I thought that he had made a mistake. I was familiar with the concept of three screens (television, computer and mobile), but four screens was something new. Eventually, he unveiled that the fourth screen was the tablet. 

It's still somewhat shocking to think that the iPad was first introduced on April 3rd, 2010, and we now live in a world where Apple is selling more iPads than any PC manufacturer is selling of their entire PC line. This has been a steadily growing trend since 2012. And yet this is the fourth screen?

The basic dilemma for marketers is this: there are now too many screens to count. Set aside PCs, tablets, smartphones, and TVs (connected or otherwise), for a moment. Your car, your thermostat, your washer and dryer, your refrigerator are all on their way to being "smart" as well — connected to the internet and to each other, featuring screens that offer up all sorts of information, from usage data to content, like a fridge that suggests recipes based on the food stored inside.

For the rest of the story: http://blogs.hbr.org/cs/2013/05/welcome_to_the_one-screen_worl.html?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow

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