The Lost Ark is an App?

February 20, 2011 Source: The Guardian

Sir Martin Sorrell, CEO of WPP at the Mobile World Congress stated that "Location targeting is the holy grail that we as advisers on behalf of our clients are looking for". I say that it doesn’t necessarily follow that every brand needs an app. It’s probably more important to make sure any/all location based services on mobile devices include your location based branding/offerings. Then again, no one calls me sir.




WPP's Sorrell hails the power of apps

The last time the WPP chief executive, Sir Martin Sorrell, attended Mobile World Congress, he warned mobile operators and handset firms they needed to start working more closely together to make mobile a viable platform for the advertising and media industries.

"We warned at the time that if the networks and handset manufacturers didn't get together, somebody would push them together," he told the audience during a keynote speech this afternoon. "We identified Google at that time, but we frankly didn't see the Apple revolution coming."

Sorrell's appearance in a session titled "The Power of Apps" was a sign of the impact applications are having not just on those operators and handset makers, but on the wider media world.

Sorrell pressed home the point, reeling off a succession of stats: the average iOS user has downloaded about 60 apps per device; cumulative App Store downloads will overtake iTunes music and video downloads in a matter of months; Gartner has predicted 17.7bn app downloads and $15.1bn of app revenues.

WPP is involved in apps in three ways. First, it is encouraging its established brands to...

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The Guardian
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