Take Kraft Foods, for example, and its iFood app for the iPhone. "If you happen to have a Google Android and you want to get that, well, you're
going to have to wait and see if they bring it out on that environment," say Bernoff. "And this is replicated over and over again. For every company that is trying to reach consumers, they
now must decide which platform to head out on ...."
Laurie Burkitt, meanwhile, writes in Forbes CMO Network that the iPad represents a big
opportunity for advertisers. Jeremy Lockhorn, director of emerging media at digital agency Razorfish, tells her that the device will allow consumers to interact with content in new ways.
advertisement
advertisement
"When viewing an episode of TV's 'Mad Men,' for example, consumers could tap on objects, such as Don Draper's hat, to get more information about the items and where to buy them." (Us crustier types who were there for the early days of the Internet, however, may just take our fedoras out of storage.)