It’s Time to Prepare for the End of the Web as We Know It

July 13, 2010 | Source: Advertising Age

It won’t be enough just to build branded mobile applications that repurpose content across all of the different platforms. That’s like newspapers taking the print experience and replicating it on the web as they tried back in the 1990s. Rather, we will need to rethink, remix and repackage information for an entirely different modality than platforms of yore to deal with “content snacking” and “infinite choice.”