Josh Bernoff over at Ad Age calls it the "Splinternet" and suggests that after a golden age of 15 years in which we all used one window to get online, we're now approaching an era with splinters of connectivity working on gadgets that .

The challenge for marketers is as devices continue to shift, our connections to these new online portals mutate quickly too. It's very hard to maintain market leadership in an information ecosystem when the gadgets that hold the keys