Google boss highlights mobile as future

Google’s UK and Ireland managing director Matt Brittin has highlighted faster, better connections, clever devices, less cost and the cloud‚ as key drivers for the anticipated mobile revolution.

Speaking at the IAB Engage for Mobile conference, he said mobile as a marketing and communications medium is currently in take-off mode‚ and at the start of a real revolution.

Brittin (pictured) told the audience that we are at the very start of “a revolution where the internet and mobile devices collide and it’s going to change the world over the next three years.”

He urged the audience of mobile and internet experts to act as mobile pioneers‚ adding that Google is taking mobile very seriously.

Stressing the importance of evangelising about the medium at this very critical stage, Brittin credited the growth and strength of mobile media to 5 key drivers:

1. The power of computing getting faster, better access and greater speeds.
2. Connected people and device, using the example that the current Nexus phone has 1000 times more memory at 50th of the weight of his first ever computer in 1995.
3. Clever devices with sharper senses.
4. Costs of using mobile internet becoming less relevant as prices drop significantly and “value is accelerating”.
5. The cloud, which gives you the internet in your pocket, adding “the collision of the cloud and the phone changes everything”.

He advised the brands in the room to be clear about their mobile strategy and know exactly what they need to do with the medium before they enter the space.

“Be clear about what you are trying to do. Are you trying to generate press headlines? If so, get an iPhone app.”

He recommended that brands be ready‚ for the mobile consumer, thinking about what they’re going to find when they reach a website on a mobile phone, and to consider how the user is able to find them in the space, for example via a search engine or app lists.

Brittin also encouraged the audience to be smart‚ about mobile data and analyse what it tells you about who is visiting your site and what they’re doing there.

Read Marketing Week’s analysis Could 2010 be the year of the mobile for marketers? here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here