Consumer demand and hardware manufacturers’ leaps are causing consoles, Cloud and content to being thrashed together in an unparalleled warp speed that is challenging broadcasters, telcos and agencies alike. Cord-cutting the cable operators, stretched Internet infrastructure and inevitable impacts on agency process and compensation are merely the beginning. As we prepare to embrace Smart TV, we will witness optical media going the way of the floppy-disc. In our world without wires, pulling content from the cloud across multiple devices via proximity is just the beginning. Dean Donaldson asks are we truly ready for a sudden impact of addressability across screens and data visualization across devices?