Link to July 12 Advertising Age article, "It's Time to Prepare for the End of the Web as We Know It".
Excerpt: Wither the web? It's hard to believe but soon, if not already, the web is going to become a lot less interesting to consumers -- and just as it approaches its 20th birthday.
According to Morgan Stanley, within five years global internet consumption on mobile devices will surpass the same activity on PCs. This sounds like good news. It's natural to think that browsers on the third screen (phones) and the fourth screen (tablets) will simply replace time spent in front of the same on a PC. That's not the case.
Mobile devices, by their nature, force users to become more mission-oriented. As more internet consumption shifts to gadgets, it's increasingly becoming an app world and we just live in it. Innovation, fun, simplicity and single-purpose utility will rule while grandiose design and complexity will fall by the wayside.
OK, we've got to say it again.
"Media is not a zero sum game," says Paul Saffo, a director of the Institute for the Future in Menlo Park, California. "Just because a new medium arrives doesn't mean an old medium dies out. We still have writing in an age of word processing, we still have reading in an age of video." ("In so many words: how technology reshapes the reading habit." (American Demographics, March, 1997 by Rebecca Piirto Heath.)
And the same goes for how we access information online.