What Do Google and Pauline Hanson Have in Common?
In 1996 Pauline Hanson infamously said in her maiden parliamentary speech that she feared that Australia was going to be “swamped by Asians”.
Nearly 20 years on, it appears her prediction was right, but not in any way her narrow mind could have imagined. What Hanson also failed to appreciate was that it wasn’t just Australia that was being taken over by Asia, but the whole world.
And where Queensland’s most notorious ranga feared the threat of the unknown, Google sees opportunity and hope, and a truck load of money as well.
What I’m talking about is the message coming out of Google’s The Mobile First World media conference: Asia is leading the world in not only mobile-first connectivity, but mobile-only connectivity.
Eric Schmidt speaking via video link to the assembled 200-odd journalists from all over Asia said this region “was going to lead the mobile world for a very long time”. He pointed to the rapidly developing nations throughout the region and the high quality data networks being built that would make this prophecy true.
“The next billion people to join the Internet will be from Asia,” he said. “They will also join the Internet via a mobile device.”
And as this market becomes the most important economy for mobile connectivity, the habits and influence of Asian people will shape the way the rest of the world lives. As we move into the age of the Internet of things, online will become even more pervasive than it already is.
For Schmidt, the next transition is from mobile-first to mobile-only. His reasoning for this was that smart phone functionality would preclude the use of anything other than a mobile device. Think of how Instagram is better on a mobile than desktop simply because it knows where you are.
As more and more apps tap into the array of built-in features offered by smart phones, from gyroscopes, GPSs and accelerometers to cameras, audio recording and so on, accessing the Internet without these things just won’t be the same experience. It’d be like watching TV in black and white once colour had been invented, or perhaps with the sound turned off, or both.
To illustrate its point, Google trotted out a number of examples of how people were using smart phones in ways no-one had ever dreamed of. Perhaps the most impressive of them all was Dr Steve Lee from ANU’s development.
An optical scientist, Lee has developed a lens that can turn a standard phone camera into a microscope. Lee’s invention saw him recently take out the ANSTO Eureka Prize for Innovative Use of Technology.
His droplet lens uses the surface tension of liquids and gravity to easily and cheaply manufacture a tiny lens that fits over a smartphone camera and turns it into a microscope. Currently, the lenses can be churned out for $2 a unit.
Amazingly, Lee’s microscopes can be made at home on a 3D printer. If Lee’s invention can be made widely available, the ramifications for everything from medical diagnosis through to farming are obvious.
Another obvious use of smartphones is their integration with other wearable or even consumable devices. For example the capsule endoscopy is a camera the size of a pill you swallow that allows you to have a far less invasive intestinal examination. Let’s assume they’re single use.
Another favourite in the region is Google’s translate app, which can read and interpret Chinese characters on a sign in a night market into English. Again the camera is imperative to this functionality.
Knocking down barriers one at a time
Google has set its sights squarely on Asia. The next billion people to come online will be disproportionately represented by Asians and as they become the dominant group so too will the nature of the Internet reflect its dominant citizens. So we can expect to see more of the selfie stick to get bigger in Australia.
Google is doing its best to ensure its bet on Asia will pay off. It’s identified the issues within Asia impeding access to the Internet and addressing them one by one.
For instance, Andrew McGlinchey, product manager for southeast Asia, Google says cost has been a barrier which is why the Android One is now available in India for $100 plus $5 a month for data, which is 1/20th of the cost of what it used to be.
Similarly access to data infrastructure has lead to the development of lightweight search, which drops out the images and maps and just gives you text if you’re in a low speed area – automatically.
Because video can chew through data plans, India and elsewhere are now offering separate data plans so you can just watch YouTube videos under a separate quota so that you can still send texts and so forth after you’ve used up all of your data. The Android One has dual SIM cards for this purpose and you can expect other manufacturers to follow suit.
Access to data is also being solved with huge long-life balloons that float over countries and deliver 3G speed. Google has also bought Titan Aerospace and wants to launch satellites to deliver 3G.
Culturally, women in India are significantly under represented online and so Google is running education programs, which have so far trained 100 million women to use the Internet.
And finally, here’s one you probably hadn’t thought of: Hindi keyboards are a challenge as there’s 50 characters in the language. Speech will unlock these languages for the Internet. “200 million people speak English, 400 million speak Hindi . . . this is unlocking users,” says McGlinchey.
The Macro View of Asia:
- 2.25 billion people (World Bank 2013)
- 279 million fixed broadband Internet subscribers (World Bank 2013)
- 2.22 billion mobile cellular subscriptions, growing over 8X since 2000 (World Bank 2013)
- 673.7 million smartphones shipped per year in Asia-Pacific, over 1.8 million shipped per day. This compares with 283.3 million in the Americas (Canalys)
- Smartphone shipments in Asia are growing at 30% year on year (Canalys)
From Mobile First to Mobile Only
- Consumers in these countries said a smartphone was their only device for going online: Malaysia – 35% / Vietnam – 24% / Singapore – 16% / South Korea – 14% / Hong Kong – 14%
(Google Consumer Barometer)
Mobile only content consumption
- Asia sees some of the highest rates of video watching on smartphones in the world: Of smartphone owners, China – 82% / South Korea – 81% (compared to UK – 61% / Germany, 53%)
- The same is true for listening to music on smartphones: Of smartphone owners, Vietnam – 84% / Thailand – 70% (compared to France – 46% / UK – 44%)
- Smartphone games are particularly popular in Asia. Of smartphone owners, Thailand 65%, China 64%, compared to Germany 20%
(Google Consumer Barometer)
Android and Google Play
- 1 billion users globally
- 1.5 billion devices activated every day
- Google Play Games has added 100 million new users in just six months.
- Globally, 3 of 4 Android users are playing games.
- Google Play paid out 2.5x to developers from June 2013 to 2014 compared to the previous year
- Number of registered developers on Google Play in Asia have grown 3x in the last two years
e-shopping on Mobile in Asia
- Nearly 50% of online shopping in India is done on phones, with cash on delivery
Muslim Pro
- More than 10 million downloads
- 216 countries
- Translated into 15 languages
- During Ramadan 2014, downloads for Muslim Pro went up to 100,000 in a single day
Possibilities of a Mobile First World
Access
- Between 1.1 billion and 2.8 billion people are out of range of an existing mobile network (McKinsey)
- More than 4 billion people globally still don’t have access to fast Internet today.
Speeds
- 65% of mobile users worldwide are currently on a 2G data plan.
Languages
- Over 55% of the Internet’s web content is in English
- Japanese – 5%, Chinese – 2.8%, Korean – 0.5%
- Indonesian – 0.4%, Vietnamese – 0.4%
Latest News
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.