
Hi. It’s Daniel. .. Daniel. Of the marketing department? We met.. Never mind.. Listen. Listen up. Are you listening? Sit down. Listen, I have a great idea. Great I tell you. You know we have 20 sites to run. Yep, twenty already. And we do this.. with. Eric counts as well.. 8 people. A staff of eight running twentie sites. And what is missing..? Well.. Yes? Indeed!

Our editors need to be able to work when they are in the field as well, on the road. Indeed. Yep, you guessed it right. A native App! Download from the AppStore. A native app I tell you, so our editors can write when they are in the field. Now listen, it is a great idea. John and Steven are on iOS.. yes, both using an iPhone. And Lisa always has an Android.. Don't know why.. And then we have Peter who has bad eyes and used the New iPad. Brian is still on Windows. Why can't we fire him..? Paul has a Mac. So we need to make.. Let me see, been a long day. Ooh, wait Eric is on that penguin thing.. Yes Linux is what he calls it. Well forget about Eric, we can't support everything.
So we have to make 20 apps, for every site one. Time two mobile OS-es, one optimized for the iPad. One windows and a mac. So 20 times 5. Say, we have to make 100 applications. Yes that is a lot. But think about the advantages. If they want to edit an article, all they have to do is open an application. Because -and this is the beauty of my concept- it is in fact using HTTP as a protocol from the application to the website. See? We just use what is already there; the protocol. Smart hu?

What. What? What you do mean we don't want to build and maintain 100 silos? Why are you calling it silos... It aren't silos? I think you don't understand. It are apps! APPS. Native Apps. Yes I know we will be launching 3 new websites. Ooh, Steven switched to Windows Mobile.. ?
Why do you keep calling this silos? You didn't call it “a silo” when we launched 20 apps for our Android users and 20 for our iOS use... You did? ooh, but still.. What do you mean can't support? What is this with change management you keep saying. Yes, I know our 20 websites have a CMS where you can change data and functionality live for all our users. So, what is so bad that we wait a month or two before Apple.. Yes, I listen.. There IS already an app for that? Great, why didn't you tell marketing? There is an app for using our websites on mobile. Now you tell me.... So, where can I download it... What already on my device? An app for that called.. a browser?