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The Dawn of Divergence by ProQuest

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Reams have been written about the impact of the Apple iPhone on content production and content creation, advising content companies, media firms, and major consumer brands to launch apps to reach a larger (and potentially more affluent) audience. However, all this empowerment comes at a price. Indeed, the outcome of recent platform and device innovation is what Forrester's Josh Bernoff calls the "Splinternet". As Bernoff points out in his blog, the whole framework of the Web (and Web marketing) is based around the idea that everything is in a compatible format. In the next few years, publishers will have to rethink their strategies and adopt their business models to the existence of the Splinternet.

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