The 3 Screens philosophy is coming to fruition. Ironically it’s Apple that is helping this become true…. (pun intended)
The 3 Screens philosophy is a marketing strategy/software design aesthetic/production thought process designed by Microsoft’s Bill Gates. (This was well before he left the company in 2010 as CEO)
Gates figured that the world would be dominated by 3 screens. Mobile Device, PC and another device of some sort ( a mobile computing device like a UMPC or a work computer) and was planning to use Microsoft’s new cloud technology to link all the devices together. You see Microsoft invented and started the mainstream cloud technology boom. Google though, took it to the next level with Gmail and the sister services now including Google Docs, Google Music and more.
However the 3 screens philosophy as mentioned was also referring to 3 physical devices linked not by cables but by wireless internet with a common ability. The ability to sync to a central storage location.
However although Microsoft pretty much mainstreamed the technology it is not the Redmond firm who are pushing it forward. That is down to the chaps at Mountain View and Cupertino with Google’s cloud services within Android and Apple’s iCloud and iTunes Match services.
These are just the start though. Apple has been utilising cloud services in the much maligned and under utilised MobileMe platform from 2008 (pretty much rebranded into iCloud and made free of charge). But in terms of an actual strategy Apple is the company with 3 screens and devices that are cross compatible and that completely seamlessly synchronise with one another.
iPhone/iPod Touch - iPad - Mac
3 devices in different categories: Mobile Device - Tablet - Computer
They all sync with one another wirelessly and with iCloud have the ability to download and update over the air as if by magic. If you add Apple TV into the mix you can even mirror your iPad 2 on your TV furthering the experience.
Don’t get me wrong here as I am an Apple fan and love their products but the real kings of the cloud are Google. The Google App experience within Android and Gmail on the web is unrivalled. With Android 4.0 Ice Cream Sandwich your apps from previous devices, contacts, emails, calendar appointments, docs, settings and more all just sync to your phone as soon as you put in the magical gatekeepers that is your Gmail address & password. Its amazing and takes you by surprise. When you include the US only service Google Music too it gets even better. Plus with Android Tablets like the Galaxy Tab 10.1 furthering the Android OS and a proposed Google TV project in the works it will only get better.
Unlike Apple who still can’t seem to get it right by the number of issues iOS 5 and iCloud are causing with some peoples devices, Google got it right and continues to.
Well done Big G, kudos to you Apple but sorry Microsoft looks like you dropped the ball….. Again….