"Deep Thoughts" on the Third Screen

PSP-toting kids can receive RSS feeds. Mobile phone cameras can narrowcast video straight to TV. And now, as text messaging becomes the preferred mode of communication for younger folks, even e-mail is losing ground and perceived as dated.

Damn I feel old.

For me, using the computer is still a “lean forward” experience, watching TV is a “lean back” experience and both are different from using my mobile phone.

As mobile phone utility continues to increase, marketers are calling it The Third Screen. The Third Screen represents a promised land of opportunity for marketers initially pushing everything from ring tones, music and games to text messages, coupons and RSS feeds.

But there is a bigger opportunity here. As monitors are integrated into everything from cars, appliances and reflective surfaces, we should be considering more than just three. Everything is going digital/wireless/invisible to sate consumers’ on-demand needs. The challenge is how do we make our offering on-call for the consumer, but less intrusive? One thing is clear; it will involve less marketing push.

Not trying to get esoteric on you, but I’m starting to think more about design. This shift is a reflection of my ”new” gig, as well as a book I just finished reading, Dan Pink’s “A Whole New Mind.” More to come from me on that tome, but I highly recommend it.

kids watching dvd in the car uploaded by haroldH

tags | third screen | mobile phone | PSP | RSS | advertising | marketing | design | Dan Pink | A Whole New Mind

Comments

[Jim Washok, Founder of OTAir]

The fourth, fifth, sixth screen? You are exactly right. Trends certainly are panning out for consumers to access their content via multiple devices as time and place shifting hardware, software and increased bandwidth make anywhere, anytime content snacking a reality. Exciting times and the fact that you are aware of it with such creative thinking I suggest does NOT make you old. ;-)

Given your post today, I think you will find this similar take extremely interesting... http://blogs.mediapost.com/email_insider/?p=259.

The toughest challenges are likely to continue being differing standards and restrictive DRM.

Jim Washok
Richmond, VA
OTAir.com