Blue-chip enterprises are doing it, technology providers are doing it and networking giants are preparing for it: the smart guys are already moving from a mobile strategy to a multi-device strategy.
Long gone are the days when you would expect your development team to create a single application for a single device. Rather than converge on to one device, the world - both in the consumer and enterprise space - is going multi-device and multi-screen.
Let’s take three recent examples (see further reading for more details). First, media company Blockbuster has announced it is using APIs to deliver movies, product reviews and real-time inventory availability to customers on various devices including phones, set top boxes and gaming consoles.
Second, technology provider AT&T has launched U-verse Online, part of a strategy to make content available to consumers across multiple screens, including the TV, PC and mobile devices. Finally, network giant Verizon has announced plans to charge for a block of data and the allowance to share it across as many devices as the user owns.
Such broader developments help to show that the media’s skewed attention towards individual device launches is misguided. The media would have us believe that the nature of a single device is all-important; that a new device is crucial because it provides a new platform to receive and view information.
Apple’s iPad and new iPhone, for example, are beautifully thought-through computers. But while the launch of such devices is important, they are simply stepping stones towards a multi-device future.
What is important - rather than the device itself - is the wider approach being taken by companies like Apple, which is demonstrating how applications and data can be accessed in a similar format on different devices.
Apple’s iBook application - which is coming to the iPhone and iPod Touch - received more than five million book downloads in the first 65 days since its iPad launch (see further reading). For it’s part, Amazon is also pursuing a multi-device strategy and is releasing free Kindle apps for Apple devices, PCs, BlackBerrys and Google Android.
Access to data, then, is becoming significant across different kinds of devices. And that importance will only increase. What is perhaps perplexing is that the media is not dedicating more time to the importance of the multi-device strategy.
At the time of writing, a Google News search for “multi-device strategy” returns just 12 results. Expect that to change and quickly. After all, the smart guys are already preparing for a multi-device future.