Eric SchmidtIn-Class Assignment

Riem Al AzemGhazal Tawil

Khaled ZaatarahFaiy Al Rawi

Mahrukh HakimMona Ghadban

Mariam Halawani Hussein Abdallah

MCM 354 Dr. Ibahrine

1. Why do you use your mobile phone?

We use our mobile phones to communicate with other people. Especially those who live geographically far away from us. We use it to talk to others through voice exchange or texting through SMS, IM, Social Networking apps etc. We also use it to stay up to date with news and happenings around the world on a public and global scale as well as privately within our own social circle. We can also use it for academic help like using the dictionary, thesaurus, translator, and converter. We are highly dependant on our mobile phones for internet services such as browsing.

2. Identify the types of mobile phone uses.

• Searches/Browsing • YouTube Mobile Playbacks • Shopping

3. Why the scale and size of the market is important for you as a student?

The scale and size of the market is vital for us to know as students is because it would give us an insight of the job opportunities. For example, in the recession in the UAE it would be a bad idea for a student to pursue a career in engineering or architecture since the market was concentrated with many engineers and architectures who were losing their jobs constantly. This piece of information helps the student to draw conclusions about the future and make rational decisions to what specific major he/she should choose. This way they can choose the right major for them that would enable them to pursue a successful career in the future with better job opportunities.

4. What is the value for customer?

There are lots of ways of adding value by focusing on the value added advertising of the customer. This is fundamentally about solving a problem that customers have. Their problem is ‘learning about a product and deciding to buy’. If you solve that for the customer - you have added value for them. This also leads to a solution to the advertiser problem and the publisher problem, which helps make you successful.

5. What is the secret of Google’s approach?

Google has a very distinctive approach in creating profits and this way is by auctioning ads that appear alongside the search results. Advertising now accounts for more than 90% of the company’s capital. Google's auction methodology is so important for its success. Furthermore, It’s the largest collection of web content. Whether it’s a news story, a blog or a forum post, you can now find links to relevant content much sooner after it is published than was possible ever before. Another approach is learning about the problem, this approach solved 3 problems with the acquisition of the double click. The intuition of the market they are using is linear and their research is more accurate because they are using real time media. Employees experimenting and being more linked to their jobs create a stronger plan and invent and renovate new things in Google’s nurture.

6. What is Double Click?

Double Click is a subsidiary of Google that provides and develops internet ad serving services. Its clients include marketers, agencies and publishers who serve customers like Microsoft, General Motors and many other important companies. Unlike many other dot-com companies, it survived the bursting of the dot-com bubble. Today, it focuses on uploading ads and reporting their performance.DoubleClick is the ad management and ad serving technology foundation for the world's buyers, creators and sellers of digital media. http://www.google.com/doubleclick/DoubleClick 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. The company's main product line is known as DART, which is designed for advertisers and publishers.

7. Can you please operationalize the term change in Schmid’s talk?

The operation of change will take place in the future. The digital experience will be enhanced, and there are a lot of people who had no access to the internet, millions, that will change the perception of what people are interested in. Lady GaGa is a main interest now, maybe watermelons later, it’s just that change is always coming and it is happening faster than ever.

8. What does Schmidt mean when he said “the market decides”?

Schmidt also said that things keep changing and maybe a small change will help in enhancing the service/product. He also mentioned that know we can do a campaign platform and put it in all three desktop, mobile, and tablet, because you want the market to decide “whatever your users are getting that is what you want “said Schmidt  . The market decides means the customer have the choice and control, so it uses pull rather than push. In this way the customer are no longer called customers they are called pronsumers. Therefore, they have power to choice to decide because they will help identify their needs and wants of the product/ service they request.

9. What is the key insight?

Eric Schmid speaks about the Power of the Mobile web us in Internet Advertising, In his speech, he makes strong use of statistics gained from the recent Super Bowl and how the extremely expensive advertisements affected mobile search displaying a powerful impact.

10. How can we approach advertising?

Google's marketers can use different approaches of advertising. Google offers Google search, Google+Search Partners, Content Network, Google Conversion Tracking and Google Analytics, It all depends on the target audience the advertiser is addressing. For instance, an internet marketer can select his/her audience to a certain extent using geographic targeting in Google+Search Partners and actually selecting the sites where he/she want to place the ads on the content network. Another example is Google Conversion Tracking; it helps an online advertiser to track what is happening and know the common trends. Google Analytics is a web statistics tracking system; it generates detailed statistics about the visitors of the website and gives details about how users interact with the website.

11. What is the publisher’s solution?

The publisher's solution is to give them more choice in control. This is based on three major bets:

• Everything is changing.• Our intuition about future is linear, but IT

grows exponentially.• The new online advertising models are real

time, iterative and happening now, it occurs live.

12. Identify the characteristics of the new online advertising model?

The new advertising model that Google is following is very effective for the client, where he/she pays based on the effectiveness of that ad placement. In other words, you get paid based on the number of impressions you get.  Within the new model is the elimination of pop-up ads that Google does not believe in. It is a smart move where pop-up ads are anticipated to be viruses or just an annoying window that pops out of nowhere. The traditional way of online advertising models is the usage of: contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing,

13. Can you please capture the vision of the future of information in one key word?

Democratization of information/wikipidiazation. Mass audience enjoy the free flow of ideas, opinions, and knowledge

14. What do you think about the key term?

The key term is an easy way to use to get you point through in a certain work, field or environment. It makes the person sound professional and gives him/her the sense of credibility.