‘Communal Apps’ on tvOS and why your brand needs a TV app

After learning about Apple’s tvOS announcement, I took away one simple word that summarizes the experience of interacting with an Apple TV app. This word is: communal. tvOS apps are meant to be shared and experienced with an entire living room full of people, from the comfort of your couch, all at the same time.

A new technology platform brings along with it a new way of interacting with your favourite games, media, and things you care about. The new Apple TV introduces a new remote that can detect swipes and motion gestures, an App Store to download TV apps, and a new way of interacting with the digital world. The tvOS platform is a huge opportunity for brands and digital startups because it lowers the barriers to app usage, and provides an ideal experience that looks good on your brand.

The tvOS platform lowers the barriers to technology adoption. While you might be very comfortable with using technology, many people still find themselves in trouble when trying to use an app. For some, it takes too much effort to learn or understand how the latest trendy app works. For others, they don’t like using smartphones because the screen is too small. Society is becoming more and more comfortable with using technology thanks to the ease of use of devices like the iPhone and technologies like the touch screen. Still, barriers remain.

A communal tvOS app experience provides the opportunity for shared software training. Think about how many times your mother has asked you for help with her iPhone. Independently, she did not have the time or experience to be able to do these tasks on her own. Experiencing the app as a communal experience, however, could help her navigate and explore the platform. Seeing her tech-savvy son or daughter use the Apple TV remote on a big, bright, clearly visible screen might provide the right amount of training that she needs to do it herself. Whereas before she would have been unable and untrained, she is now skilled and most likely a new customer for many online services. Also, if she runs into trouble, having other people to help and guide her along the way (communal, again) means everything runs smoothly.

A communal tvOS app is more comfortable. Sitting on the couch might be the new preferred choice of using your favorite app. For many, smartphones can cause headaches and a frustrating experience due to the small screen. If you wear glasses or have trouble with your vision (like nearsightedness or age), this is an even bigger deal. The big screen that you bought and splurged on? At least you can clearly see it across the room. This comes from personal experience: my in-laws have asked me to help find them a TV box-thing so they can use the Internet on a bigger screen (I immediately thought of the new Apply TV). For them, a tiny smartphone screen is useful, but uncomfortable. A TV app would really help them to see the content. I suspect they are not alone.

How can increased comfort and training change your brand? Using emotional design as a framework, users will be happier using the apps (because its a comfortable experience). Plus, they will know more about how to use them. A presence on the tvOS platform will be a requirement for any brand or startup, because the platform will encourage this type of experience. And a happy experience is the most important thing that you can provide.

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