Hows this different that hummingbird 360
With the use of the correct transducer the easiest way to describe it is a hybrid between a Lowrance spotlight and a flasher unit.
They have many options and transducers so it can do more than just one function (side scan, down scan, forward scan, 3d scan, etc.) I couldn't get the videos to play but based off the initial screen shots it looks like they are utilizing the function that's like a directional flasher.
In a boat you can point the unit in the direction you want. You find a fish (red blob) you can see how far from the boat he is and also where in the water column he is located. Then you cast your lure to that location and the lure should be picked up real time just like you would see on a flasher. You can then watch the fish react to your lure.
In the ice fishing world since you cant cast you would use it more for locating and finding fish and then drilling on top of them. So in that regard it would be similar to an H-bird 360. I haven't used either so can't comment on which one works better for finding and staying on the school of fish.