Eric Schmidt - Assignment

1. Eric Schmidt - Assignment Sara Sharina Jawaher Dania Noora

2. Why do you use your mobile phone? • In the past mobile phones were only used to make phone calls. The mobile phone technology has improved immensely the advancement in technology today has allowed mobile phone users to text, play games, surf the internet, use social media and so on. Yet the reason for using a mobile phone remains the same; communication. My group members and I all agree that whether we use our Smartphone’s for playing games, surfing the internet or using social media it is all in the name of communication. We also use our mobile phones for the convenience of it, having a Smartphone allows us to check our emails frequently, receive social media messages in real time, learn about important world news and simply be more connected to the world around us.

3. Identify three types of mobile phone uses? We believe that mobile phone users can be split into these three categories: • Professional users Professional users are people who use their smart phones for professional reasons. For example, business men use smart phones to send and receive emails and keep in touch with business related issues. Another example of a professional user is students; students also send and receive emails that help them keep in touch with other students and their professors. • Entertainment users Entertainment users are individuals who use their Smartphone’s for entertainment purposes. These purposes include: watching videos, participating in social media, playing games and web surfing. • Basic users Basic users are individuals who use their phones for their original purposes; phone calls and texting. This segment of mobile users is becoming smaller and is considered either late adopters or laagers.

4. Why is the scale and size of the market important for you as a student? • More Job Opportunities: With the growing market of online advertising and marketing the demand for people who work in the field is increasing giving more job opportunities to those of us who are studying the field. • Better understanding of the industry: We have grown up in the internet world and are involved with many social media cites. Thus, we have a better understanding of new media platforms which in turn gives us an advantage in the industry. • More effective communication with consumers: Being advertising students we strive for effective interactive communication with consumers. Online advertising seems to be the most effective way to target consumers. Online advertising allows us to customize and personalize messages to better target our consumers. Also, one of the most important factors of online advertising and marketing is feedback. Feedback allows us to better evaluate our ads and get a better understanding of our consumers.

5. What is the value for customer? • Google is Consumer driven company that gives their customers the “Power of control”. “Power of control” refers to the power to view ads, give feedback and share opinions. With the knowledge that online display advertising is growing faster than traditional forms of media; advertising is now focusing on a two way communication method rather than a one way communication method giving the consumer more control over the ads they are exposed to.

6. What is the secret of Google’s approach? Google’s secret is solving three problems: customer’s problems, advertiser’s problems, and publisher’s problems. • Customer’s problems: The customer’s problems are mainly about what products they should purchase. Google helps solve this problem by placing the advertisements in the correct place to best reach the target audience. • Advertiser’s problems: The advertiser’s problems mainly include whether the ad is viewed and if it’s making them profit. Google helps solve this problem by having helping place the ads in the correct place and only making the agency pay for the ad if it receives attention from the consumers. • Publisher’s problems: Publishers have the problem of lack of profit; Google is solving this problem by having consumers pay for platforms that have publisher content.

7. What is Double Click? • DoubleClick is a subsidiary of Google that develops and provides Internet ad serving services. It offers technology products and services that are sold primarily to advertising agencies and media companies to allow clients to traffic, target, deliver, and report on their interactive advertising campaigns. Its clients include agencies, marketers (Universal McCann Interactive, AKQA etc.) and publishers who serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L’Oreal, Palm, Inc., Visa USA, Nike, Carlsberg among others. “DoubleClick is the ad management and ad serving technology foundation for the world's buyers, creators and sellers of digital media.” (DoubleClick, 2011)

8. Can you please operationalise the term change in Schmid’s talk?

9. What does Schmidt mean when he said “the market decides” • Schmidt meant whatever your users are getting that’s what you want.

10. What is the key insight? • Must be able to come up with a nab of how to approach an advertising, which will need measurability, reach, and publisher solution where you can do the testing and see the publisher and try something else to become experts. This is the new online advertising model which is a real time world.

11. How can we approach advertising? • Measurability and Reach is the platform.

12. What is the publisher’s solution? • To do the testing and measurement as well as try innovative ideas. They become experts because of the number of trials.  

13. Identify the characteristics of the new online advertising model? • Ad exchange: real time data leads to a multiplier with more accurate data faster than ever before. • Cross platform campaigns: using invite media, demand slide platform, input campaign information in the computer which then comes up with desktop, mobile and tablet adaptations and automatically finds their growth rates. • Measurability and reach for cross side platforms, needs publisher solutions (do the testing and iteration, trial and error, publishers become better experts at the systems than advertisers, results every hour)

14. Can you please capture the vision of the future of information in one key word? • Equality

15. What do you think about the key term? • He word equality basically sums up the vision of the future according to Dr. Eric Schmidt. In the past, information was only available to those who can afford it while others could not have access. Dr. Schmidt believes that in the future everyone in the world will be able to access the same information and this will help determine the interests of people in other regions. It is estimated that in the next few years between 1 and 2 billion people who did not have access in the past will be able to access the information.

16. Thank you!