This is a brilliant advertising piece by Google that I found embedded in the following article on Medium: Why did Google make an ad for promoting “Search” in India where it has over 97% market share? by Himanshu Gupta.
The gist of the Gupta piece is that Google is all about getting everyone, including mobile users to use browsers for everything, including running apps. This makes sense, they get to serve up ads and control quite a bit of the back end of what we do with browsers. However, on mobile devices people use connected, client apps as well as browsers and Google has no control in this arena.
This is the same struggling going on at Twitter now: Twitter would like to make it tougher for third party client apps to use its service because those apps can filter out ads and Twitter would like to make money serving ads. So, if you use Twitter via a browser or via an “official” Twitter client app, you’ll see ads and Twitter will be happy. Otherwise, no ads and you’ll be happy. Google, Twitter, and Facebook, among others, are struggling with this stuff right now.
The funny caption under the image at the top of the Medium article also caught my eye and it underscores the idea that in mobile, it’s about apps: “Why didn’t you just Skype with me Dumbledore?” Brilliant.