Today, Google has 60 per cent of worldwide internet searches and 86 per cent of total UK searches. But the main event of the next ten years – the battle over internet and digital advertising on mobile phones has just started.
Mobile Marketing
There are about 1.2 billion internet users but nearly 3 billion mobile phone users, many in parts of the world where desktops will not penetrate. If Google wins in this market then the world really will be at its feet. Mr Schmidt said recently: “We can make more in mobile than desktop eventually. The reason is because the mobile computer is more targeted. Think about it: you carry your phone everywhere; it knows all about you. We can do a very, very targeted ad over time. We will make more money from mobile advertising.”
Google makes about $20 billion a year from online advertising, so that is a big claim. It explains the next big Google venture that will be in the shops for Christmas (2008): the Google phone, likely to be called the HTC Dream (the handset will be made by HTC).
Its significance, as with Chrome (Google browser), goes beyond its specifications. Both will use open technology, so that any company can use the software free to develop their own products and applications. The potential for expansion into the mobile market is clear and so is the breadth of Google’s ambition.
Digital Marketing
There is a technology shift. The shift is towards a digital future where everything from newspapers, music and television to calendars and documents is delivered over the internet and access over the mobile phone.
With the release of Chrome Google’s ultimate aim is not to have the No 1 browser but to hasten the shift toward cloud computing. Establishing apps and its browser will also give Google a boost as it strengthens its position in mobile internet.
Later this year Google will release Android, its mobile software system. The core of the two systems will be the same, meaning many of the tasks people choose to do on their computers will be mirrored on their mobiles.
Cloud computing
“Operating systems are kind of an old way to think of the world,” Brin told reporters at the company’s headquarters at Mountain View, California. “They have become kind of bulky, they have to do lots and lots of different / things,” he said.
The cloud computing will mean all your stuff will be accessible all the time, everywhere. Updates will be automatic and free. It’s a revolution in computing and, potentially, a big threat for Microsoft.
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© Jan Cisek 1999-2008 | Designing Success | Holistic Branding, Online Marketing, Web Usability, Logo Design
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DID YOU KNOW?
The vast majority of people who have smartphones in the US (88%) use them for entertainment, and 33% use them more for entertainment than any other purpose, including email, GPS, and browsing online.
Seven in 10 consumers in the US (70%) are shopping sale items more often and 53% have become less brand loyal in favor of finding deals, according to an early September (2008) survey.
Semasiology (noun): The study of meanings in a language, especially the study of semantic change
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