The paradigm of Multi screen experiences
Rapid adoption of mobile devices such as the Tablets, Smart TVs, Connected Cars and Augmented Reality units are creating a huge impact on the way consumers interact with content, potentially putting billions of consumer dollars up for grabs: cable licensing agreements, advertising budgets, on-demand subscription fees, not to mention the future of the connected home. But despite all of the excitement — or perhaps because of it — there is still a lot of confusion about what the different types of multi screen apps are and how the technology is evolving to support this use case.
Multi screen scenarios imply the instances when the user is engaged across multiple screens – the most notable is that of a TV and a mobile device. Google recently shared that a stunning 77% of users are using a second device when they are watching TV. On the surface of it, a content owner could be upset about this dual activity being a distraction and yet – Dual screen apps present an opportunity to engage the user on more than one consumption platform. For example- watching the Superbowl on TV and tweeting about the event online. Thus, this allows creation of an interactive experience that enhances it with additional information, related advertising, or calls to action. These are the types of experiences that are poised to radically transform the way consumers engage with content.
Social Aggregators of multi screen content i.e Companies like GetGlue, Shazam, Zeebox, and Sidecastr have all created apps that detect what program a user is watching and present social or companion content on their device. Their hope is that they can assemble a large enough audience to become interesting to advertisers that want to target these users
Amongst the bigger players, Apple, Google, and Microsoft are each building enabling technology for dual screen apps into their platforms, as they view content-centric apps as a key battleground in their overall platform war. Also participating are consumer electronics giants like Samsung, Sony, and LG.
Prima Facie, the key here is when fundamental technology architectures are in play, platforms generally win in the long run. If one can successfully deliver the capabilities that enable armies of developers to build vertical or use case-specific applications, the network effects will generally overwhelm any individual competitor that is trying to do everything on its own.