The past 10 years has been the story of the open web. The prevalence and adoption of open web standards has been critical to the success of companies, platforms and ultimate consumers. The web has become the default platform for companies building brand experiences and distributing content. However, it is ultimately the user experience that matters to end consumers. This experience is being governed by more closed platforms that connect, publish and consume content from the open web. It is the end result of the need for richer user experience and a tighter coupling with IO hardware that will drive this integration.