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Context is king.

12th December 2018

It’s been over 20 years since Bill Gates wrote his essay “Content is King”. He says:

“Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting…one of the exciting things about the internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of audience.”

But, there’s a new King in town. Context.

Why will context take over?

Take the internet, as an example. The benefits of contextual search mean the user will get faster and more accurate results, based on their query.

If you search for the term ‘Frankenstein’ in October, you’re most likely to get results on Halloween costumes. If you search for the same term when you’re located in Geneva, you will probably get more results on Mary Shelley and the story of her writing the book.

Google is beginning to focus more on user intent.

It’s a similar scenario with mobile devices, and those accessing the web via mobile devices.

Currently, 2.5 billion people currently own a smartphone, according to Statista.

Developers are continuously working on Responsive Web Design (RWS) to ensure content displays correctly on all types of devices, thus context is never lost.

The contextual ‘how’ we communicate and what form it takes has become as important as the content being delivered.

This is the same in meetings.


When a meeting is arranged, it’s because something needs to be communicated, and information needs to be shared, in order to progress projects.

Context isn’t typically lost when teams in the same office, come to a meeting space to work together.

If everyone is in the same room, particularly if they have good meeting room technology, like a large format display and a wireless presentation system, all attendees are on the same page. Content is presented with context.

But if teams in different locations are coming together via teleconferencing, this is a different story.

It can be difficult to convey facial expressions and body language. They may also find it difficult to get their points and views across to everyone in the session, probably muting and unmuting their phone, teams talking over each other, clearing their throat to get attention, etc.

They may be able to hear the people in the other room and verbally discuss what each individual is working on, but those little emotions, gestures, facial expressions – they really add to the overall project at hand.

All of these factors, unsurprisingly, mean context is lost. How can teams from different locations come together and work together efficiently?

Multisite collaboration solutions.

Before we chat about collaboration solutions, we must say, there’s nothing that can trump having a meeting with everyone physically attending. But this isn’t always possible. And collaboration solutions are the very next best thing.

Solutions built specifically for teams, and to enhance teamwork exist in the market today. One such solution is our multisite collaboration solution, DisplayNote Workspace, which is designed for organisations who have teams across different locations.

Solutions like Workspace, bring together video chat and ideation. Workspace also goes one step further, and allows teams to pull documents into a shared whiteboard to work on.

By seeing the whiteboard or document, and hearing the other team, along with seeing their body language and gestures, there is no loss of context. Both teams feel as though they are in the same room, when in fact they could be in different offices, on different sides of the world!

Being able to work with your colleagues as if you are all together, results in less mistakes or errors, less time gathering answers or chasing up decision-making, meaning projects can progress faster and more efficiently.

If you are looking into multisite collaboration solutions for your organisation, look for those that bring together video conferencing and a space for your teams to physically work on, and visualise ideas.

Once you’ve narrowed down your list of providers, be sure to try before you buy.


Virtual whiteboards are effective pieces of technology. They serve their purpose.

But this technology combined with video and voice, makes for an epic collaboration solution. A solution that provides content AND context.

After all – Context is King.

Interested in adding context to every meeting?

Contact us today

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