Mobile Fix: Google’s Eric Schmidt on GAFA
Simon Andrews, founder of the full service mobile agency addictive!, and chair at this year’s Media Playground , on Eric Schmidt’s Gang of Four…
Our grouping of the key platforms (Google, Apple, Facebook and Amazon) as GAFA, has been endorsed by Google’s Eric Schmidt, who modifies the name to the Gang of Four. Given the inherent Leeds connection, we’ll take that.
His view – like ours – is that these four platforms basically drive technology at the moment. Asked about Microsoft, he doesn’t see them as a platform and puts Paypal and Twitter as number 5 and 6. Interesting.
Google Wallet and Offers are now live in some parts of the US – this is a key moment in mobile redefining money, with Orange and O2 also announcing their entry into the mobile money space.
Google +1 – their answer to Facebook like – has now been extended with +1 buttons now available for any website. Early partners include the Huffington Post, the Washington Post and Techcrunch.
So if we click on a button to endorse a Techcrunch article, when that article turns up in a friends search results our endorsement or click will get mentioned. It’s interesting, but it doesn’t really move things forward. Google still need to crack social.
But they have cracked mobile and a new site from them evangelises about the App Galaxy, with tips for developers. They also continue to evolve mobile search with click to call ad formats now enhanced with a call only option.
Apple
Apple have (oddly) pre-announced the announcements they plan for Monday’s WWDC developer conference.
Their cloud play – called, yes, you guessed it, iCloud – will be launched at this event, so we’ll see how they intend to differentiate from Amazon and Googles music services. And we’ll also have a better idea on how Spotify might fare in the US; if, as rumoured, Apple are going to pay the labels more, they will probably thwart Spotify.
There are lots of rumours flying around that the new iOS5 will incorporate the new Twitter photo sharing service. Rather than just being an option, some believe Twitter will be built in at the system level allowing lots of cool functionality. Imagine opening up your contacts and having the choice of emailing, calling or tweeting to a friend.
The photo integration could be a big social play for Apple – as photos can be a key element in social.
And the launch date for iOS5 might give some idea when we can expect iPhone 5.
One final crazy Apple rumour – that they have patents which show they want to cut out the operator and become a MVNO. This is quite feasible – we suggested it as an option for Google back in 2006 – and we still think it’s a real possibility for the future.
Facebook were widely reported as saying they’re not interested in mobile advertising this week. Actually Fergal Walker said pretty much the same thing a few weeks back, when he spoke on a MediaTel panel we chaired. They are focused on building mobile usage – and they know that when mobile advertising goes mainstream they can turn on their ad service and clean up.
The other significant Facebook news is that they have clamped down on lazy brands using the Like button as an entry mechanism for competitions and prize draws etc. This unimaginative thinking debases the value of the Like feature and it’s good that Facebook stopped it.
But what will the average agency do know when their client asks them to do something on Facebook for us? Well they could look for something to copy from the Facebook success stories.
Amazon
Amazon made headlines this week as they sold the mp3 version of the new Lady Gaga album for just 99cents. A smart way to promote their new music service – but at what cost? The servers crashed and reports suggest they lost $3 million on the deal.
Using their LivingSocial business Amazon have launched Amazon Local – which allows people to sign up for local deals and offers. Everyone wants to play in this space and get a slice of the Groupon hysteria – but no-one gets retail better than Amazon.
Their plans for Europe are developing too, with LivingSocial buying French deals site Dealissime.
Finally…
We’re looking forward to OpenMobile next week – one of the best mobile conferences, with some great speakers. We’re cutting out before the end though to chair the mobile panel at the MediaTel’s Media Playground 2011 event, which should be really interesting too.
And on the addictive! boombox this week we’ve been celebrating the genius of Gil Scott Heron – a great talent, taken prematurely.
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