This year, DHS is focusing its message on that glorious little device that inspires adults to line up in front of Apple stores like preteen girls on the opening day of a new Twilight movie: the smartphone.
Instead of focusing on the book lovers who bought the first Kindle, Amazon seems intent on creating a device that may actually appeal to a wider, less bookish set of customers.
And Apple and Amazon took over the media business by focusing on the relationship they have with the customer, delivering the right content to the right device at the right time.