When a speaker at a media conference refers to the traditional desktop-based internet as "the old-fashioned internet," you know that the media world is evolving faster than ever.
In language that was once reserved for newspapers, the PC-based internet took a back seat to mobile and tablets at the just-completed Digital Media Europe conference, which drew nearly 250 participants from 38 countries to London this week.
The reach of the new mobile web was evident in the room itself. Those 250 participants had 309 devices connected to the conference Wi-Fi.
But while the internet may be relatively old-fashioned, the challenge it poses for traditional media companies is as fresh as ever.
"You have to face the same problems on mobile that you face on the internet, so mobile won't save us and Steve Jobs is not our saviour," says Morten Holst, Strategy and Business Advisor for VG Multimedia in Norway. "We have to solve the internet problem. When we convert a newspaper reader to the web, then we lose 70 percent of the revenues. When we convert internet users to mobile, you lose 70 percent again. But we don't have a choice, because our readers expect us to be there. But we have to solve this problem."