For the past 15 years, websites have been the prevalent digital modus operandi for businesses, however, all of that changed in 2010 with social, mobile and applications becoming mainstream. As these digital technologies continue to fragment, it has become increasingly difficult for brands to manage and monitor their online presence across multiple markets, let alone understand and act upon the opportunities that are available to them.

‘The Splinternet’ is the term we’ve been using to describe this effect where the internet is being segmented into walled gardens; walled gardens that are being created around users, either through subscriber or device driven communities. Read more on The big challenge of the Splinternet…