Internet becomes 'splintered;' some don't like it

IT found ways to support multiple devices; marketing hasn't

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When I first saw this opinion piece, bemoaning the difficulty for corporate tech staffs following the consumerization of IT that now has people logging in to their corporate networks and the Internet with everything from dumb phones to tablets to paper clipboards, I scoffed by reflex.

[ See also: Can IT give users a consumer-like experience? Should they? ]

IT has to get over the idea that the multi-device universe is something to be feared and resisted. Not because it's not a thing to be feared and resisted because it will make your job harder and possibly introduce all kinds of new risks to the data and systems you've spent so long protecting.

Of course it's going to do those things.

IT has to get over it because if anyone who tries to resist in a serious, long-term way, is going to get crushed like a bug, scraped off someone's shoe on the edge of a step and flicked downhill to be swept up and taken away with the rest of the once-critically-valuable stuff filling the dumpsters out back.

Then I looked again and realized the writer was not talking specifically about IT having to suddenly manage all those devices and connect them to the net and would really, on the whole, rather not.

He was talking about outgoing marketing, communications, advertising, Web site design and all the other things companies have to learn from scratch because they grew up normal and well adjusted and never wanted to be in publishing until the Internet made them.

The story focuses on the challenge of creating a piece of marketing content or an ad or a site that is readable, fast, and pleasant to use no matter on what kind of device the customer views it.

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