Via GSMA Mobile World Congress – Barcelona
Google CEO Eric Schmidt put mobile at the heart of the Internet giant’s future in a special keynote at Congress late this afternoon.
Schmidt outlined how Google’s top programmers were now concentrating on mobile as their primary focus; he also pointed to recent acquisitions in the mobile space, notably AdMob.
Unveiling a new Google mantra – ‘Mobile First’ – Schmidt proclaimed that three unique areas had now converged on the mobile device: computing power, interconnectivity and the cloud: “The phone is where these three all interconnect and you need to get these three waves right if you want to win.” He highlighted Internet phenomenons such as Spotify, Facebook – and Google itself – as leading the cloud concept across both fixed and mobile. “If you don’t use the power of the cloud you will fail,” he said.
He added that in places such as Indonesia and South Africa Google was now seeing more searches on mobile than via the desktop.
Google programmers joining Schmidt on stage demonstrated the firm’s latest developments, including efforts to merge its speech and image recognition technology; the firm impressed with a preview of an optical character recognition (OCR) tool that was able to recognise and translate a picture of a German menu into English. Google announced that German has now been added to its speech system as its fourth language.
Schmidt also provided an update on Google’s Android platform, which he said was now running across 26 different devices. He said that Android handset vendors were selling more than 60,000 per day, a figure that has doubled over the last quarter. During an Android demonstration, Google’s Eric Tseng announced that the platform now supports Flash – the full Flash version (10.1) rather than Flash Lite – allowing gaming and movies over handsets. The announcement will give Android devices an advantage over Apple’s iPhone, which does not support the technology.
Learn more about the smart phone revolution and how marketers can reach today’s mobile and social consumer. Visit www.apollobravo.com
The Mobile Web
A significant opportunity exists for companies to connect with women using mobile technologies. Women comprise 47% of current mobile web users, and between 2008 and 2009, the number of women using the mobile web increased by 43%, compared with a 26% increase in the number of men.
Joyce Kim, CEO of Soompi.com, a Korean pop and Asian music and entertainment community, understands the need for a comprehensive mobile strategy. “Accessing content via mobile devices is getting both more popular and easier across the Internet,” said Kim. “Also, a good percentage of our traffic originates in Asia where mobile usage is more widespread.”
In addition to mobilizing their sites, companies are moving towards making women’s lives easier, according to Corvida Raven, a technology blogger and social media consultant.
“We’ll start seeing more apps catering to the lifestyles of women on a personal level, such as shopping apps that provide discounts on popular items that women usually buy for their homes and kids,” Raven predicted. She added that some apps are upping the convenience factor: “Location-based apps are partnering with stores to provide discounts and deals through augmented reality.”
Companies targeting mobile women should also consider developing or sponsoring apps which cater to a broad array of women’s interests, including careers, politics, personal finance, and organization, in addition to the more traditional categories of shopping, fashion, and parenting.
Our 2010 Mobile Marketing Presentation reviews the latest trends in Mobile Marketing. The presentation explores many types of mobile advertising and promotion used by brands and agencies. Presented by ApolloBravo a leader in mobile marketing and social media.