Talking Mobile Tech with Raymie Stata at Open Mobile Summit
- Posted November 9th, 2010 at 5:42 pm by Yahoo! Mobile
- Categories: General
This morning, Yahoo!’s chief technology officer Raymie Stata rubbed shoulders with other movers and shakers in the wireless industry as a keynote speaker and panelist at the 2010 Open Mobile Summit in San Francisco. After his on-stage Q&A with IDC’s Scott Ellison and panel on mobile advertising moderated by Co-exec editor at All Things Digital, we caught up with him to get his take on the convergence of connected devices and how Yahoo! is capitalizing on the trend.
Q: We’re starting to see our mobile world shift from just a mobile phone to being a multi-platform world that includes smart phones, tablets, PCs, and other connected devices. What’s your view of what this future will look like?
A: On the consumer side, we are headed towards a time when people in markets around the world will interact more frequently through connected devices than they will through their PCs. We expect consumers to increasingly turn to connected devices to search and discover the information they want while on the go.
This shift is also creating a big wave for marketers. We’ve seen a move from a “mobile buy” to a “digital buy” in which marketers are building cross-platform campaign. For example, advertisers are coming to us to create campaigns around events – Olympics, NFL, etc – where the audiences are highly engaged.
Q: As a CTO that sees the multiplatform world unfolding every day across all device categories, what are the key technologies that are critical to making everything work seamlessly for consumers?
A: In the future, you’ll see many more Yahoo! products and properties taking advantage of HTML5, both on the Web and in applications, because, well, they’re better looking, richer, and enable us to be more innovative. We’ve also launched API programs to allow partners to build using Yahoo! experiences deeply within their own products (ie: Alcatel phone, Samsung – Finance, News and Apple – Finance, Weather). For more immersive experiences like Yahoo! Messenger, we have developed native experience so users can do things like video chat on their iPhones.
Q: Let’s flip that around—how do these technologies impact advertisers?
A: As the smart phone market continues to grow we expect to see more mobile publishers adopting the new HTML5 standard, resulting in more interactive and animated display advertisements on high-end mobile devices. Yahoo! has a unique position as the publisher, technology provider and ad-provider for display advertisements – this enables us to design and build unique experiences like we have done with Fidelity and Paramount, which run within specific spaces of Yahoo! properties to create a fun, engaging, and highly integrated advertising experiences for consumers and advertisers.
Another thing we’re very excited about is mobile as it relates to local and retail shopping. In 2011, we plan to offer new and creative ad experiences designed to drive users into local retail.
Q: Yahoo! has very large global audiences across mobile and PCs, and was out on Day One with an iPad app. What are some of the differences you are seeing with media tablets like the iPad compared to smartphones and PCs?
A: Tablets are having a big impact on how content is discovered and consumed, providing an opportunity to deliver content from across our network in new and different ways for consumers. Its new form factor is the key: it’s larger than a phone, yet smaller than a typical PC, so it gives us an opportunity to reinvent ways for people to interact with our content and services.
The iPad’s unique features – gesture and geo-location technologies, vibrant display screen – each offer new ways to develop compelling experiences.
Q: What role do apps play in the multi-platform world?
A: People go to the app store for an immediate need and download an app. This vertical experience is very different from what we’ve historically done and while there’s a lot of room for disruptive technology in this area, we’re going to interact with apps very differently on our various devices. PCs are going to change very little, while mobile is changing very quickly; I see tablets being somewhere in the middle. It comes down to the fact that navigation and the utility of the browser on all three are different.
Apps are one piece of the puzzle, but ultimately, it’s about creating flexibility for consumers and delivering the experiences they want most, when they want them. Whether they become the place users look to for content once the majority of websites are mobile-enabled remains to be seen. We have a large user base for our apps but we continue to see very large audiences through the browser – likely due to our powerful presence on the PC.
Q: What are some of the solutions you think that the industry needs, but doesn’t really have yet?
A: I see two significant places with a lot of unearthed opportunity. First, we have yet to find a way for retail to interact with mobile/connected devices in a meaningful way. I also see a gap in deeply personalized content experiences that are optimized for the device form factor and user context. You’ll certainly see and hear more from us in the months ahead on these two fronts.
Yahoo! Mobile Blog Editor
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