1. In Class Assignment 2
Sara Alhussaini g00030589
Suha SewarAlthahab g00036482

2. Question 1
Why do you use your mobile phone?
• Communicate with the friends & family by using Blackberry
Messenger, Whatsapp.
• Socialize with fans. )social platforms such as Facebook and Twitter)
• Find information (Google)

3. Question 2
Identify three types of mobile phone uses?
• 1. Social Networking
• 2. Interactive Communication
• 3. Entertainment

4. Question 3
Why the scale and size of the market is important
for you as a student?
• Being an advertising student, it’s important for me to
understand that size and scale of markets so that I know
which Methods and Mediums will be best to use.
• Understand which is the best
target audience, and know how
to reach it.

5. Question 4
What is the value for customer?
• The value for customers is
the money or time spent in
getting a product/service or
information is satisfying to
the amount paid or spent
on it.

6. Question 5
What is the secret of Google’s approach?
• Google’s mission statement is: organize the
world's information and make it universally
accessible and useful for everyone.
• Why the Google approach is successful?
– It gives value to customers like never before.
– The market that Google targets is considered the
biggest market in the world, everyone and anyone. It
has the service and products and information that
would satisfy people from different sectors, age
groups, and ethnic backgrounds.

7. Question 6
What is Double Click?
• Google's DoubleClick products provide ad
management and ad serving solutions to companies
that buy, create or sell online advertising.
• The world’s top marketers, publishers, ad networks
and agencies use DoubleClick products as the
foundation for their online advertising businesses.
• DoubleClick products help customers execute their
digital media strategy more effectively.

8. Question 7
Can you please operationalise the term change in
Schmid’s talk?
1. Give the consumers the control
on the information that they get.
2. Everything is changing, our
information about the future is
linear, but the information is
always static, it’s always
changing.

9. Question 8
What does Schmidt mean when he said “the market
decides”
• Companies don’t have full control over their
products and service, they deliver what the
customers want.
• Consumers decide what they want, and with
similar interests, they create the market.
• Markets are satisfied by the products and
services that companies alter to fit the needs of
those markets.

10. Question 9
What is the key insight?
• The mobile device, along with advertising (Display
Advertising), will cause the next information
revolution.

11. Question 10
How can we approach advertising?
• In the new era, we need to combine several
devices such as Desktop, Mobile and Tabloids
to reach customers, and by doing that we can
target them better.
• Predict future trends
and technologies

12. Question 11
What is the publisher’s solution?
• Its not only about the Reach, its about the
publisher’s solution.
• The publishers solution is Trial and Error, until the
perfect solution is reached.

13. Question 12
Identify the characteristics of the new online
advertising model?
• Its not about clicking the word or finding the word, getting
the information is very easy.
• The information now covers everyone, it doesn’t depend
on the language people speak or the identity they have.

14. Question 13
Can you please capture the vision of the future of
information in one key word?
• Digital