The document discusses the shift to mobile devices as the primary means of accessing the internet. By 2015, smartphones are projected to overtake PCs as the most common device used. This will require many websites and digital experiences to be optimized for mobile formats. Publishers will need to adopt a strategy called "polymorphic publishing" to deliver content across multiple screen sizes and devices simultaneously or sequentially. Effective polymorphic publishing depends on understanding content, audiences, and how experiences can add value across different screens.