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Fragmentation is finally the last of my current worries. We used to have to con‑

tend with the iPhone and the iPad. Two screen sizes in a universal app. Manageable. 

Suddenly we have myriad versions of iOS, Android, Windows Phone on a continuum 

of screen sizes and very variable device capabilities (processor speed, camera/s, 

GPS, NFC, etc.). This is turning into a big argument for HTML5 and mobile sites. 

Major platform/device combos will continue to be relevant for apps, but I also 

expect the relative size of this group of devices to shrink in relation to the universe 

of mobile devices – serving most of which will only be practical through mobile web.

(Options for reviewing the marketing mix are discussed further at the end of 

Chapter 8 on Digital marketing.)