Last week, TMI attended Google’s Think Mobile event for the fourth consecutive year. The day offered a deep dive into mobile’s evolving role in digital marketing, with expert speakers sharing insights, trends, and actionable case studies. Just to keep things bite-sized, the post is broken into two parts – skip to part 2, or continue for the standout moments from Part 1 of the event.
Ian Carrington – Mobile Sales Director, EMEA, Google
Ian opened with impressive stats that underlined mobile’s explosive growth. One figure stood out: mobile now accounts for 25% of YouTube views, up from just 6% in 2010. With 4G on the rise, this number will climb. He also revealed that 17% of in-store shoppers change their mind after checking mobile price comparisons—a signal to retailers that mobile strategy must now influence in-store engagement.
Patrick Goss & Gareth Beavis – TechRadar
The TechRadar duo asked a sharp question: what value does a tablet really add? Patrick pointed to convenience as the driver behind mobile’s rise. Consumers favour platforms that simplify their lives. For marketers and developers, that convenience factor must remain central.
James Hilton – Founder & Chief Creative Officer, AKQA
James focused on purpose-led advertising. His message: mobile campaigns must add value rather than noise. AKQA’s campaigns for Nike and Heineken demonstrated how mobile innovation can build engagement and brand equity. He left the crowd with a quote that resonated: “Beware the lollipop of mediocrity; lick it once and you’ll suck forever.”
Simon Forster – Director, Debenhams.com
Simon framed mobile disruption in terms of long-standing business models. With a legacy dating back to 1778, Debenhams had to evolve. Mobile now plays a critical role in their omnichannel strategy. By crediting in-store staff for mobile-influenced sales, they’ve aligned incentives with modern consumer behaviour. For Simon, opportunity in mobile is limited only by the strength of the brand.
