When I started working in the internet domain from 1996 we had the X words, XML had entered the World Wide Web, although it had been developed by IBM from the 1960s. Suddenly all brands and terms started with X.
Later we had U and W(e) and I and today we R… responsive design. In every project brief responsive design is required.
Of course we all want to have a perfect website on all media, but responsive, is that really innovation or a new cool method of presentation.
Maybe innovation is under the hood…
If you company wants a presence on the web we build a website, if you want to develop a new service or product we look beyond presentation.