Google: ‘don’t fear technology’

Speaking to a full house at the IBIS Global Summit 2016, Google’s Richard Offermann told delegates, ‘don’t be scared of technology, because technological development will never be as slow as it is at it is today.’

The session – ‘The future is now’ – saw Google’s Richard Offermann, industry leader automotive DACH and Tanja Hufschmidt industry manager/project leader automotive offer an insight into technological development and the changing world of interaction.

Highlighting how today, on average, people look at their mobile phones more than 150 times per day, she said, ‘Mobile culture has taken over – we’re always online. We don’t go online anymore, we live online.’

On discussing product development and evolution, Tanja suggested Google’s philosophy is to ‘focus on the user and all else will follow. When we develop new products we always do the ‘toothbrush test’ and ask ourselves would this product be used by the majority of world’s population at least twice per day? And if the answer is yes, then we think we are on to something.’

Specifically focussing on the automotive sector, Richard referenced how consumer behaviour is changing along with media coverage, which is impacting on everything especially businesses. The duo highlighted offered the example of how car buying has changed with 87% of buyers using the internet leading to a three week reduction in purchase completion. They also suggested that 43% of  global auto searches now take place on mobiles.

The session advised all businesses need to ‘show up, wise up and speed up’ and closed with some tips including, ‘You have a massive chance to get in touch with your customers in the relevant moment with the right message.’

The IBIS Global Summit 2016 is being held at the Hilton Diagonal Mar, Barcelona on 23-25 May. The event is supported by official partners: 3M, AkzoNobel, Audatex, Belron, EMM, Enterprise Rent-A-Car, Fastcare and Fix Auto World.