The winners of the 5th screen will be …..

….. probably not the advertisers as discussed on this piece on ‘5th screens’ on Fast Company. I maybe wrong or simply short-sighted but I think the commercialisation of these screens just needs to be different.

The 5th screen’s role in life is simple – to tell you something useful and in a way that is easier and more beneficial than just getting your smartphone out of your pocket. It has to be designed to be useful in even more fleeting glances than the ever increasing times we spend engrossed with our smartphones.

So the winners in the 5th screen device market will have learnt from the 3rd screen (smartphone) and 4th screen (tablet) and be those that get the user experience right so that consumers actually want to view and in this case actually wear their screen.

As someone lucky enough to have used the Sony SmartWatch for the last couple of months I can tell you how important it is to get the design and navigation right. This is pretty cool but you really don’t want to be spending time fumbling around with your watch and looking a geek. This needs both a good resolution display and of course simple software UI.

This is what I think will define the winners and the good news is that that it doesn’t have to be Apple. I say this because:

  1. The smartphone user base is now much bigger than just iPhones given the massive rise in Android
  2. Hopefully enough players have hooked onto simple & smart UI design and can develop as quickly as Apple would need to for this new type of device

As an entrepreneurial lover of technology and gadgets I think it’s great that the Allerta Pebble smartwatch has raised so much funding to hopefully secure a successful launch. It does appear to have taken further steps in the right direction but the areas that I think need to be delivered by whomever wins in this area are:

  •  provide us something compelling that will genuinely get us to value this over a normal watch – This could be as simple as easily changing/personalising the clock/calendar but obviously has scope for other applications such as messaging, location, etc.
  • simple content presentation without too much scrolling around – you really don’t want to be pressing too many buttons or dragging content around the screen otherwise you will simply get your smartphone out!
  • battery life has to be good and easily charged – I love the built-in USB charger on the Nike Sportswatch that just plugs into computer, charges and updates apps
  • do not do what is inferred by the FastCompany post and clutter my watch experience with adverts – my watch is arguably more personal than even my phone and is definitely going to be smaller so a completely new thinking of commercialisation needs to be considered.
Sure, I recognise that monetisation of the business model can happen and potentially subsidise the cost of these sexy 5th screens in the same way as my post on monetising smartphones but let’s start by creating rich services that consumers would be willing to pay for rather than simply seeing it as another screen to serve adverts.
In my opinion this should be more ‘experience value driven’ by offering things such as a golfing GPS app or running/exercise app than by seeing it as another screen to monetise with adverts. Of course there are many other great opportunities for brands to get involved and build value into the experiences like this and use this to drive their business.
But do this in the smart way of adding value to the consumer on their new 5th screen rather than trying to find the right way to shoe-horn your advert onto the screen!

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