What is the 11th Screen?

So, what is the 11th screen, you ask?  Here’s my simple answer:

In technology terms, we consume and engage with media through different “screens.” 

1st screen = big screen (cinema)

2nd screen = TV

3rd screen = computer

4th screen = mobile phone

5th screen = digital signage

And I would add a 6th screen = everything else. 

This “everything else” bucket is so big and contains so many different types and ways of consuming and engaging with media, I don’t think it’s fair to just call it the 6th Screen.  It could be the 6th, 7th or 8th Screen, really.  In this bucket, everything seems to be changing every day, in large part due to technology and in larger part, due to great, progressive thinking.  Mini turns a standard billboard into a real-life LA Story experience through the use of RFID.  Spore turns a poster into a mobile coupon with QR Codes.  And Microsoft turns tables into deep, social shopping experiences with their multi-touch surface tables.  These are all examples of the types of engagement that have been and continue be created in this bucket.  (We will explore many more.) 

So, I bring you a different, much larger bucket and in the interest of staying ahead of the curve, I will call it the 11th Screen.

2 thoughts on “What is the 11th Screen?

  1. stromberg

    Movie: 5th element.
    Screen: No Number. I belive the next screen is not a screen, nor surface. Its more like some people say: Outernet. Augmented. Mixed screen. Its projected in a virtual mixed reality… looking forward to your blog posts! Good luck!

  2. Mike Cearley Post author

    Thanks for your reply! I couldn’t agree more, which is one of the reasons I jumped ahead “screens” and am exploring the “11th Screen.” It is a bit tongue in cheek, but at the heart, it speaks to the future of our interactions, not with traditional screens, but with our natural surroundings. I read something the other day from Steve Ballmer where he talked about “NUI” – the natural user interface: http://holykaw.alltop.com/microsoft-ceo-the-rise-of-the-natural-user-in?

    I think we, as a society, have a ways to go in terms of feeling comfortable with this sort of interaction, but it is no doubt on the horizon. And probably sooner than we realize.

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