The Internet of Things: It’s A One Screen World

Screens are now everywhere.

The original “Three Screen World” of Mobile, Desktop and Television has been expanded upon exponentially.

From tablets to watches to even the once humble refrigerator, the world of technology is producing more screens than the screen protector industry can handle.

The Internet of Things (IoT) has changed the game tremendously, for marketing teams in particular. Devices that we never thought needed screens now boast Wifi capabilities.

With this rapid change, brands now have to re-think their approach to customer experience in order to meet the new demands accompanying these new screens. 

“Whichever Screen is in Front of Me”

So, with all these screens popping up in increasingly unexpected places, where does that leave the “Three Screen World”?

I had the pleasure of presenting Mitch Joel at an industry conference. He presented an extremely interesting insight (it was also published in the Harvard Business Review and his book, "Ctrl, Alt, Delete"):  There is no more single screen to view and consume content.  

"This means the future is not about three screens or four screens or fourteen screens. It’s about one screen: whichever screen is in front of me. In a world where screens are connected and everywhere, the notion of even counting them seems arbitrary, at best. If you don’t believe me, speak to somebody currently sporting Google Glass.”     - Mitch Joel

Mr Joel’s brilliantly simple way of viewing this phenomenon makes total sense. The more screens there are, the more unified the focus should be.

This way, even one hundred screens can become one.

Meeting The One Screen Demand

On the other hand, turning one hundred screens into one is easier said than done. Especially when brands are relying on a traditional and thus clunky content management system.

Why? Because meeting the one screen demand means more than just responsive design. It also means that brands need to efficiently manage multiple channels, pushing multiple content types. A tall order for most traditional CMS.

But Zesty, a Software as a Service (SaaS) content management system, streamlines the process.

Zesty clients have the ability to publish content to multiple web properties, mobile apps and any other connected device, all from the same administrative hub.

Thus, it doesn’t matter how a brand’s audience is viewing their content. Zesty is able to meet their needs by not just being responsive, but also by being totally flexible in the face of today’s multi-screened customer experience demands.

Not only does this unified approach save time and money, but it also brings brands within touching distance of triumphing over whichever screen happens to be sitting in front of their customer.

Thanks to this simplification, Zesty stands as one of the most well equipped enterprise-grade SaaS platforms to empower brands trying to meet these bold customer demands.

To find out about how Zesty can simplify your brand’s approach to a one screen world, get in touch with our team today.