The Web will evolve into a synchronized trans-platform experience.

With people juggling a portfolio of connected devices that includes PCs, tablets and smartphones, the Web will evolve into a synchronized trans-platform experience. This means both offering a seamless experience as users move from one device to another (e.g., Netflix viewers can pick up an Instant movie wherever they previously left off, no matter the platform) and enabling devices to communicate with each other so they can be used in tandem. Microsoft terms this idea the “Companion Web” and is encouraging coders to design apps that take advantage of this principle. The company worked with Polar, for instance, to create a second-screen experience that links the user’s smartphone with content the person is watching on a tablet or TV via an on-screen QR code.

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Google has also been experimenting in this space via a series of games. Earlier this year it released Roll It, a virtual Skee-Ball game played on its Chrome browser with the user’s smartphone as a controller. Its World Wide Maze turned any website into a marble maze that could be tilted by moving a smartphone, while Super Sports Sync let users control animated sports characters. And last month Google partnered with Burberry for the luxury label’s “World of Kisses” campaign, which integrates the same data visualizations in mobile, tablet and Web forms, and remembers a user across those platforms.

We’ll start to see the decline of siloed, platform-specific Web experiences and more brands designing for a consumer who grazes on digital content while using an array of devices, often simultaneously.