"Most media companies have barely scratched the surface on optimizing their content for Apple’s iPhone and iPad. Now, they’re faced with an ever growing stable of smartphone and tablet devices with different operating systems and multiple screen sizes," writes Rob O'Regan, emedia vitals.
And he is right to emphasize that an increasingly fragmented market makes it even more difficult for publishers to define a coherent, cost-effective mobile strategy.
In his article "All these tablets and smartphones – now what?", he explores the problems publishers now face after the first disillusion.