The desktop is experiencing declining usage and smartphone/ tablet are the up and coming replacement screens.

Issue 1: Smartphone is becoming the customer hub

• Customers are increasingly starting with their smartphone and move between multiple screens to accomplish their goals
• Recommend a 'mobile first strategy' to deliver the customer experience they expect in the way they expect on the screen they are using

Issue 2: Multiscreen fragmentation

• Finding ways to support the wide range of screens

Issue 3: Each screen has unique usage characteristic and exist in different contexts

• The majority of digital experiences are initiated on smartphone and continue on another screens
• Most consumers spend time in front of multiple screen— Smartphone, tablet, desktop, TV, wearables …
• Each screen has unique usage characteristics and are used in different contexts
  • Smartphone— Manage and complete simple tasks and communicate in short bursts of time
  • Tablet— Entertainment and browsing, unbounded time, relaxed and leisurely approach
  • Desktop– Productivity, task-oriented, serious research
  • Smartwatch— On-the-go, notifications, quick status, staying informed, convenience

Strategies to Solve the Multiscreen Issues?

• Develop for mobile-first
• Develop for screens not platforms or mobile OSs
• Align features across screens and surface these feature in the best way for the specific screen
• Never offer a disjointed multiscreen experience
• Continuously deliver features and capabilities on multiple screens at the same time in a way that is suitable for the specific screen
• Develop a mobile strategy that can grow to more screens in a consistent and aligned way (e.g. smartwatch)

Next Step

• Develop a holistic multi-team view– longer-term vision to address key strategic decisions and challenges