From Phone-centric to Communication-centric

I just came across an advertisement article on VentureBeat  which makes a succinct case for multi-channel marketing.  Of far more importance, however is that the advertisement article says "The new rules of marketing now require brands to reach out to people through their “preferred” communication"

"Well" you say, "Well, whats the big deal?"

Which is pretty much my point here.  The world of telecommunications seems to have finally grown up, with everyone having internalized this message to the point where it barely merits a second thought, it

We are in the final throes of moving from a Phone centered universe to a Communications centered universe.  This is ridiculously (and trivially) apparent to most people who use 'smartphones' (yes, even you Blackberry users.  How many times a day do you email on yer fone, vs making calls?), but it is only now becoming apparent to the world of business telecom - and for those who don't get "it", well, theres a hard crash a-coming...