Collaboration of content from multiple channels is needed for a business to be successful and make informed decision. Ensemble interactions help to do the same by syncing multiple devices for completing a task in the best possible manner.
Some of the capabilities of this multi-channel multi device ensemble interaction include:
Coherence is when, an application that provides similar feel and functionality across multiple devices like TV, Smartphone and personal computer. But still many businesses struggle to provide full featured mobile extensions of their services when compared to the services they provide through websites. With majority of users accessing the mobile apps a poorly designed app may deter them from purchasing the organization’s brand and might even cause them to switch to the competitors. Coherence thereby suggests that the features available via each device should be optimized to make a better business.
Coherence makes sure that the content is not just accessible through different devices such as PC’S, Laptop, Smart Phone etc. but it can be best optimised through each of these devices by utilizing their maximum capabilities and by understanding the context in which they are being used.
Synchronization is another capability of multi-channel interactions .Nowadays users want the products and services not only being accessible from device to device but also to have the capability to continue from where they left off. People frequently shift between devices. For instance when being at home a person may use his laptop/ personal computer to play a game but when he wants to continue the game while he/she is travelling they might use a smartphone. This can happen only when there is sync between the PC and the smart phone.
Screen sharing allows data from a single source to be displayed across multiple devices .While making a power point presentation a person’s laptop screen is connected to the large screen on board. When he shifts from one slide to the next or makes any changes in the power point it is not only reflected on the laptop screen but also on the larger screen above.
Device shifting refers to the ability to access content through one device and shift seamlessly to another device. BYOD is an example of device shifting .Earlier employees could access the content through enterprise owned devices but now the employees can bring their own devices and can access the content through it. The shift from accessing the content through a traditional PC to an employee owned laptop is an example for device shifting.
It is the capability by which one device augments the experience of another. A mobile interface that allows us to watch the world cup on a smart phone for people on the move to overcome the weakness of a television interface is an example of complementarity .
Simultaneity is the process by which multiple devices are accessed at the same time for either a related or an unrelated activity. A person either multi-tasking an unrelated activity or having a complementary usage for a related activity is an example of this.
With the increasing number of multiscreen users organizations must shift from traditional marketing technologies into an integrated marketing activity across Mobile-Internet-Television which will create a better impact on the masses.