The New Opportunity.

Over the last 2 years we have seen the web change. With the advent of mobile internet, and the explosion in smart phones such as the iPhone and iPad and android devices, the web has changed to be an app driven environment. As apps have grown, their functionality has enabled us to do more and expect more. The web that was created in the 1990s as a series of simple pages is no longer; the app is here to stay and dominate. Just as the original Internet caught many traditional companies off guard, the app shift has caught traditional interactive companies off guard; it has allowed savvy new app developers who have a strong grip on object orientated programming to excel.

What is leading the innovation, is the new environment of touch based computing and the technology that is finally meeting the desire for high fidelity user experiences in mobile devices. Add dropping cost of mobile broadband and you now have a part of the future delivered.

Using the iPad is a new experience. Many would argue that it’s an oversized iPhone, but we would argue it’s more than that. The iPad takes the functions of a laptop we tend to use in public and makes them more effective. The iPad is less conspicuous and has a flat surface that’s easier for two people to view content than the laptop screen form factor.

The desktop analogy on mobile devices has also changed. Wether it’s the iPad, the PlayBook or an android tablet, one thing is certain; we no longer view applications in the rich context of the desktop window. The new tablets become the application. So it’s a gaming machine if you’re running a game app, or a business machine with a productivity app and so on. Therefore, the apps you install become the machine, and a general device become specific.

These changes constitute the new opportunity within digital. We welcome our new digital companions and the possibility they represent.

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