First there were smartphones. Then there were very small smartphones and, conversely, larger ones. And devices that folded in half. And smartphones that had sliding QWERTY keyboards. After that, of course, came the tablets. The new form factor story doesn’t end there. The next big trend is expected to be the phablet, a combination of a smartphone and a tablet. This is no small consideration for marketers. For every change in form factors, an app or campaign has to be rethought from top to bottom.