Mobile10: Simon Andrews
Interviews with key mobile influencers
- Simon Andrews
Mobile will be the most accountable marketing channel, but we need to sort the plumbing out so people have confidence in the numbers.”
What's your app of the moment?
Has to be Path – as well as the amazing UI, I do think they are defining what a social network on mobile should be. I suspect Facebook are watching them too.
What is your primary phone?
Finally upgraded the 3GS to the 4S after being very tempted by the latest Nexus.
Which mobile startups have you got your eye on?
Fascinated by the 2screen space so watching Zeebox, Shazam and the rest – but not sure anyone has nailed it yet.
What is the biggest challenge facing the mobile industry and why?
Getting the measurement right. Mobile will be the most accountable marketing channel, but we need to sort the plumbing out so people have confidence in the numbers. One thing that has held online back is that the measurement – whilst much better than anything in traditional marketing – is so complicated.
What are you currently working on?
Biz Dev for addictive - kissing frogs and trying to find princes. We’re keen to work with brands that really get it, rather than ones who just want to tick the mobile box.
What will be the biggest opportunity in 2012?
As brands finally take mobile seriously we’ll see branded content and branded utility really take off.
Who are your 3 rockstars in mobile?
Who were you working for 10 years ago?
I was a partner at Ad Agency DLKW, where we were defining how to integrate digital with traditional advertising – with Howard from the Halifax as one of the test case.
Who was/is your best boss?
Don Sperring – he actuallly hired me twice in my media days and has been a constant source of good advice since.
Who else should we interview and what would you ask them?
Jody Ford who leads the eBay Global Mobile business team – ask him what’s next for mobile commerce?
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What is Mobile10?
The Mobile10 interview is a series of profile pieces on leading global influencers in the mobile sector. Each interviewee is asked to give their viewpoints on new mobile innovations and growth opportunities as well as revealing their own mobile habits over the course of 10 questions.