If you rolled your eyes as the foldable laptop-tablet hybrids like me, you quickly realised much more utility you can get out of them once your own friends started using them (that sneaky look of envy when they they bring out their Apple Pencils and start scribbling away at their iPads to edit emails).
The foldable phone, although prototyped almost 15 years ago, is now slowly raising its head again, with Samsung, Huawei and Xiaomi now releasing their own prototypes of foldable phones. Google backed these announcements by releasing their own Android Support for Foldables at the new AndroidDevSummit.
Android VP Dave Burke described it as “You can think of the device as both a phone and a tablet, Broadly, there are two variants — two-screen devices and one-screen devices. When folded, it looks like a phone, fitting in your pocket or purse. The defining feature for this form factor is something we call screen continuity.”
It'll be interesting to see if the phone and tablet industry coalesces around a single form factor here, but more importantly, it'll be even more interesting to see how the ad platform giants like Google Facebook and so on adapt to this new layout of screens, and the potential for new real estate for brands to advertise upon. The fold-out-ability provides interesting opportunities for ads to become more interactive - to the point of perhaps changing the definition of an engagement to go from just scrolling across the ad, to perhaps working with the ad layout to see what's hidden below the fold.
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