Are you ready for the Splinternet?

The Internet is falling to pieces as businesses turn their back on old notions of universal standards and unlimited access, writes Josh Bernoff. Gadgets such as smartphones, Web TVs and e-readers increasingly are driven by proprietary platforms, Bernoff notes, while social networks and information providers keep much of their data away from Google’s prying eyes. That means marketers need to move away from standards-reliant tools such as SEO and devise new platform-specific strategies, Bernoff argues. “The golden age of the Web is coming to an end,” Bernoff writes. “Prepare for the Splinternet.”  Forrester Blog, The/Groundswell


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