Steve Rubel has written an interesting article over at AdAge about the future of the web. Which, according to Steve, is pretty much non-consistent. See (and I find it hard to argue with him), with regards to mobile and tablet platforms – or screens, rather – Steve argues that “…we will need to rethink, remix and repackage information for an entirely different modality than platforms of yore.”

Quite so. To do this, we need to think about not only the content itself, but also context, collaboration and adoption, as Steve says, and base it all on the all-important data, that which Brian Newman coined “the new oil”.

It’s an interesting read and well worth some minutes of your time. Found via a blog by Emily Chang and a tweet by @anitafiander.