Consumers these days swim in an alphabet soup of digital devices -- PCs and PDAs DVRs and iPods MP3 and DVD players. And each device delivers a host of programming that is not easily enjoyed on the others. This diversity means that market power will continue to reside with firms that can help consumers find and organize content for their preferred device -- in other words search engines according to panelists at the 2006 Wharton Technology Conference. Discussion centered on increasing advertising opportunities that will accompany improved search engines the development of local and enterprise search and the need for standard data-storage and transfer formats.