Eric Schmidt

In-Class Assignment
Riem Al Azem
Ghazal Tawil
Khaled Zaatarah
Faiy Al Rawi
Mahrukh Hakim
Mona 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.