“Mobile could become more profitable than desktop”
Google saw its stock dip a few months ago because it seemed the company had no clear answer to the shift to mobile. But Mikhail Zverev, head of global equities at Standard Life Investments (who is a Google investor, it should be noted), told the FT that in his opinion, we’re close to a tipping point for mobile internet:
“A tipping point has been reached that could see mobile internet becoming more lucrative than desktop internet,” he says.
“Theoretically, Google on a mobile can be more profitable than on a computer because it will be able to target advertising and deals more effectively, based on the location of the user when they make a search.”
In February 2013, Google introduced what it calls “enhanced campaigns”, that should allow advertisers to target consumers based on their location, time of day and the capabilities of the device.
It’s expected that these changes will improve the rates Google can fetch for mobile advertising.[Photo: iPhones, ivyfield, Flickr][via FT.com]
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