  The unifying approach to early-time and late-time universe based on phantom cosmology is proposed. We consider gravity-scalar system which contains usual potential and scalar coupling function in front of kinetic term. As a result, the possibility of phantom-non-phantom transition appears in such a way that universe could have effectively phantom equation of state at early time as well as at late time. In fact, the oscillating universe may have several phantom and non-phantom phases. As a second model we suggest generalized holographic dark energy where infrared cutoff is identified with combination of FRW parameters: Hubble constant, particle and future horizons, cosmological constant and universe life-time (if finite). Depending on the specific choice of the model the number of interesting effects occur: the possibility to solve the coincidence problem, crossing of phantom divide and unification of early-time inflationary and late-time accelerating phantom universe. The bound for holographic entropy which decreases in phantom era is also discussed. 
Unifying phantom inflation with late-time acceleration: scalar   phantom-non-phantom transition model and generalized holographic dark energy