The shift to mobile devices represents a fourth great revolution in computing, and it’s remaking the way we
communicate. Over the past 50 years we’ve gone from mainframes to minicomputers to PCs, from browsers to
smartphones and tablets. With each move we’ve made a generational leap in the way we engage with each other, the
brands we buy, and the companies we work for. During each transition the opportunities for more personalized and
more relevant engagement have grown, but seizing these opportunities is easier said than done. It requires a thorough
understanding of new technologies, device platforms, communication patterns, and personal preferences, and it
demands significant changes to existing technology infrastructure, processes, and skills.