It was 1999 more and less when I begin to listen talk of the Convergence of media into the internet and for many years the people predict the future where the computer merging into the next generation of TVs.
After around 2004 the king argument was the de-Convergence of media by internet, where the future vision was for new hybrid workflow content models delivery and many different devices focused in specific usage.
Today what is clear the new panorama of technologies and communication workflow is more different and sophisticated. We lived the convergence of the contents and the de-covergence of devices but in the same time we discover the importance to use these element into a Global User Experience.
Especially in Brand marketing and communication, the customer require to living and Global Brand Experience between all medias and device, it need to receive one message but in different way, different time and not many piece and different interpretation of one brand.
This is the challenge of digital agency, coordinate and design a Global User Experience where the devices will be part of the Brand (workflow) and not the other.
More of the success Brand Campaigns was that will be able to consider devices, media, new technologies like as piece of a great puzzle (the Brand Experience) and exploit synergies together in a only one goal. One of this will be the campaign Nike+ (winner of many awards) that consider his products, his brand, Sport/free time, new technologies, 3th part devices (iPod) like as integrated elements of Nike Brand Experience.
Nike+ is not the only brand working to build a full-range User Experience. Mercedes-Benz too provide for some client category, build and complete his brand experience providing Music podcast (custome compilation) for their client to listen in car. Apple too, probably the king company for this approach, their build all his business to develop a global User Experience of his products.
Which are the new elements to consider
for build a Global User Experience?
The technological innovation moving fast, but we can de-lined which is and which will be new elements to consider in all new Brand User Strategy.
NOMAD DEVICES
The Nomadism of devices starting many years ago during the ’80 years with the first consumer computer product portable, notebook and in the ’90 with the first PDA. Now we beginning to consider very natural use every day our smartphone, Net-book and recently the iPad, but in the incoming years we can enjoy many other and always better, technology solutions like as this.
Always more the information technology moving with device and the device with his owner. Very soon become very a standard condition where each device be able to detect Geo Position, share Content to friend, browsing site, custom app-tool, Media recording, and much more. Like as dreamed in the ’80 years… the digital extension of humans.
NEXT GENERATION OF HOME TV
Starting now to be commerced the new NetworkTV from all biggest company like as Sony, LG, Panasonic, Samsung and much more. The TV Market ( and consequently) the Home Entertainment it’s always the most interesting expanding market for digital stuff. Now the race for conquest between TV and GAME CONSOLE start.
Indipendent by kind of players, what is clear, the “TV” need to become the center of Home Digital Life, you will be able to:
- browsing internet information during the moving and shows
- talk with your friends about what you are watching
- Content on demand (video, Games, Applications)
- interactive advertising experience
- share
- make phone call
- many else features yet…
This is not a dream, this is reality! Skype embeded is incoming very soon, Yahoo before and now Google with Android offer their framework for Browsing informations and data and build interaction with people. About content company like as YouTube, Hulu, Netflix, Comcast, Apple iTunes are all ready with their cloud platform to deliver video content everythere. The Game market too is focused to offer game on demand like as RIA.
AUTOMOBILES / CAR MARKETs
Now, if the know from many years the Mobile Phone/device markets will be the first to join to digital network of communication, and only in the past 10 years we understand the next step will be the TV, what is more interesting is the Automobiles markets.
The Car markets it will the next sector will living the most strong Digital User Experience change.
Since the half of ’90 years the car beginning to improve the user experience in car with sofisticated Hi-Fi, Computer Navigation, phone in car, etc.. Now, each Car require to become the next place of our life more digital with Internet, services and application for continue to expand our digital capabilities like as we do usually with a mobile devices.
The Car is in effect a mobile device, and soon in our car:
- We drive with online Navigation tool
- we can installing Applications for expand our car capabilities (for example analyze our driving method)
- we sharing what we see and where we are with friend
- we find information
- we integrate always more other device incoming inside the car for working together.
FORD with in system Sync, FIAT Group with BLUE&Me, GM now with Google / Android, explain better witch are the trend in the market and a good recent sample i love is from Citroen who embed a Wi-Fi inside his latest car “CitroenDS3“. (photo follow)
THE WEB-PLATFORMs TO CONSIDER
Facebook is not only a site or a social network. Facebook is the biggest user profile details archive of the world. The platform provide a detailed user information, relations and preferences. In the next 3 years facebook workflow will be integrated in any device from mobile phone, to Car, from Kitchen to
Google Maps is the huge geo-location platform archive and engine display.
iTunes, in the next month it become one of more Huge Music Cloud-based platform for delivery your music everythere you are in any Devices.
Is there many else web platform but this will be probably the leader and more consolidated available today.
Final Consideration
The success of future advertising campaign, crossing between all these devices with a global vision how they collaborate together for a one Brand Experience a not only like as singles Stuff declination.
To summarize, the winner keys are:
- Think GLocal (Global the goals, local in use)
- Devices are part of the brand and work for it
- Create more possible Touch-point between Reality with Virtually.
- Give to everything a scope and a function
- Don’t replicate just for fill a devices or platform.
If you are find this article interested read Organic UI guide document (PDF, 380Kb)