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The Real Impact of Android on Google

Posted in Computing and Operating Systems by Manas Ganguly on June 13, 2013

>Android Controls 70% of the global smartphone sales and is catching up on Apple’s tablet dominance at a fast trot. Android’s rise to dominance in global markets has been a phenomenon. Amidst worries of the platform segmentation and the dark Androids, the Android OS is making money for Google on the digital and mobile space – and tons of it if latest numbers from eMarketer’s worldwide digital and mobile advertising revenues are to be believed.

Android is help Google corner more than half of $8.8 billion advertisers spend on mobile internet ads in 2012. In the overall digital space, Android’s dominance gives Google a third of the digital ad dollars spend, globally. In terms of numbers, Google tripled its mobile ad earnings in 2012 over 2011 and clocked $4.61bln. For 2013, eMarketer expects the growth to be around 92.1% (around 2X of the $4.61bln in 2012) to $8.85bln. Google holds a very strong pole position in the Mobile Internet Ad revenues through 2011-13 and is seen to be increasing its market shares – all thanks to Android.

Google Mobile Internet Ad Revenues

Globally, Google reigns with $32.73bln in net digital ad revenues in 2012 which constitutes 31.5% of the market.

Google Digital Internet Ad Revenues

With blockbusters such as Google Search on Digital Medium, Android on Mobile medium and YouTube on Video Medium it is not any matter of wonder that Google will continue expanding its digital ad revenues and shares.

In Midst of Transition- Adobe Systems (Part II)

Continued from Part I

If the early results are any indication, Adobe, has become a model for companies coping with tech’s changing landscape. But the Business transition is easier said – Adobe will have to navigate the rise of cloud, Mobility, social media and highly targeted online advertising. It also pits Adobe against some very well entrenched competition – Microsoft and Apple in productivity programs, IBM and Google in digital marketing.

adobe_cloud
Image Courtesy Fortune

Adobe’s move into digital marketing- which has its roots in the acquisition of Omniture, a web analytics company in 2009 is an equally adroit move. The second leg of Adobe’s strategy re-orientation includes data driven marketing – real-time bidding on Google search ads, targeting display ads using Facebook profiles, analyzing which Tweets or blog posts drive traffic, testing different site designs to see which generate sales. To make those features possible, Adobe has spent $800 million in the last 3 years on acquisitions since Omniture: Day Software for website-content management, Demdex for ad targeting, Efficient Frontier for search and social media ad exchanges, and Auditude for inserting ads inside streaming videos. According to Gartner, marketing budgets will grow 9% this year, compared with 4.7% for IT. Adobe wants to benefit from that growth by selling marketing services and software simultaneously. Thus, Adobe tools once relied on just for creating a website, have become much more useful as a digital marketing suite.

Death of Adobe Flash

Still, Adobe’s marketing push means going up against deep-pocketed companies like IBM, Microsoft, Oracle, and Google — all of which are more experienced in the enterprise software market. The next year or so will be critical for Adobe as it changes tracks and dons a new gear. It is a risk but then its vastly better than waiting for the emminent death of Adobe Flash.Adobe’s post-Flash strategy was announced in November 2011, alongside the restructuring that made digital marketing and Creative Cloud the company’s top priorities Adobe saw the writing on the wall and conciously anchored itself on the Creative Cloud and Digital Marketing as the next streams of business. Now we await the new Adobe!

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