 So we do have a couple of minutes for questions before we close the session and we do have two microphones in the room as well, so just raise your hand if you want to comment or reflect or ask a question. Crystal Kerr, I have a question and it's difficult to do all this at once. I mean you don't care about the device, just do great content and you know everything will be good, but should we just you know go mobile first and not think so much about the more stationary you know devices out there? So yes I think using mobile as a lens or a catalyst through which to make decisions about how to prioritize and focus and cut things down is a great tool. However I don't know, I guess it's like I work with a lot of big corporations and they don't have the luxury of thinking about their problems as if they could burn everything to the ground and start from scratch. People have websites that have tens or hundreds of thousands of pages, they have legacy content management technology, they have existing teams of people who are responsible for creating and maintaining that, so it's not like they get you know a clean slate to start from. So I do think mobile is a really useful tool but I don't think that we can necessarily just say like let's start there because the starting point is really still has to take into account everything that we already have. And by neglecting other platforms by the time you've converted all your content over to mobile and you've neglected those other platforms, next thing you know we're gonna say okay now what's our Google Glass strategy or what's our you know rabbit ears strategy. I can't get that out of my head that was awesome. So it needs to be, essentially it needs to be agnostic, it needs to be content-first is the other phrase that's thrown around a lot, right? Not mobile-first, just focus on the content you know agnostically speaking. You did throw out a lot of numbers considering the digital divide and do you think that will change gradually or quickly or will it stay the same? I think that within the next, so estimates from McKinsey state that by 2025 there will be between two and three billion new users of the internet worldwide. So it's like within you know the next decade we are gonna see the population of the internet triple. And even in the developing world there I mean there's obviously a huge untapped market for people who do not have internet access in in traditional ways. I also think the growth of smartphones and tablets and the decline in PC sales suggests that even people who might have a desktop computer at home now may not choose to replace those and you know trust me it's like I'm not I'm not saying that the desktop's going anywhere either but that will still be an important component of how we go online. But I think as Brad made the point really clearly the only thing that we can plan for isn't you know oh who's gonna be using what device it's just that we have to acknowledge that there's gonna be new internet users and we're not gonna know what device they're coming in on. Especially just this week all the internet.org stuff if you saw Mark Zuckerberg spearheading you know the campaigns to try to you know increase you know access to the web especially to the developing world I think it's exactly the case. I don't think that we're gonna see a slowdown anytime soon but again you know as more and more people get online there's going to be new technologies emerging and and we have to solve for that now rather than being a lot being so reactive to you know what we could see right in front of us right this second. Last chance people. Who makes websites in here? Okay. Who makes websites? Just out of curiosity. Okay. Alright. There's a question back there? Yeah over there in the back. Finally. Yes. Hi my name is Bjorn and I have a question for Karen. Working a lot with content obviously. In your opinion what is the most future friendly CMS or CMS? I joke about this because I'm laughing because I get this question every single time. I'm like I feel like I should have a button printed up that's like I can't tell you what CMS to buy. You know that it actually is a very good question and the fact that I get it so often to me suggests that this is a real pain point for a lot of organizations. I've also had conversations with people who are like where I'm like yeah you know your CMS isn't gonna support dynamically targeting content to different platforms and I get this look from people where they're just like what do you mean like isn't that what we have a CMS we just spent like $11 billion putting a CMS in and I'm like well no your CMS was never intended to publish to anything but the web like that's all there was and so it published to the web and you know it's kind of it's kind of like you're coming along now and saying well you know why doesn't my car go drive on water well because you didn't ask for it to drive on water we just thought you wanted to drive on the road so I will say that I think in the next two to five years there's gonna be a huge amount of innovation in this space and what I usually direct people to is to look into what's called decoupled content management so the tools that provide that today are typically systems that were aimed at like larger enterprise problems that are companies that had to support print and web publishing from the same source of content those types of platforms are probably overkill for all but the largest enterprise publishers but I think there's a lot of work that's been done in that space that will make its way to web publishing in the years to come and I'm seeing interesting things happening with like people essentially hacking together decoupled systems from existing web publishing tools so like using Drupal as the back end and having that handle all of the content authoring and storage functions stick in an API in the middle and then using another system like typo 3 to handle all of the front-end pop display and publishing on a particular platform so it's all I can say is I don't have an answer but watch this space because it's gonna be a really interesting times for CMS vendors in the next few years as from I come from a WordPress background and I just recently discovered the advanced custom fields option it's not quite you know getting to the root of the problem but as far as just making more structured content instead of these big blobs as Karen said it's really nice you could just define what fields you want and it's really quite nice because you can remove all the extraneous crap and just leave the fields that that you know your team needs to populate which is nice all right thank you Brad and Karen for coming and inspiring us hey thank you