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[ELECTRONIC MUSIC]
DENNIS WOODSIDE: There's seismic trends in how the
internet's developing that are starting to
play out in your business.
People are communicating in a very different way.
And they're learning about brands, and they're learning
about your products in a very different way than they did
just a couple of years ago.
Many people around the world are not going to ever be
connected to a wired web.
And many people who are connected to a wired web now
will do most of their activity in a wireless environment in
the next couple of years.
I'm going to talk about four things, mobile, video, social,
and search.
Mobile, we're sort of in that learning-to-drive mode.
Most of us are starting to learn how to use our phones to
search, how to use our phones to entertain ourselves, to get
information.
But Mobile will be the way the most of us connect to the web
in the very near future.
And we have to plan our business accordingly.
Eric Schmidt, our CEO, remarked recently that the
mobile web is not the mobile web.
The mobile web is the web.
And we have to regear our business all around mobility.
YouTube came from the UGC place.
Increasingly, you're seeing premium content come into
YouTube through relationships we have with content owners.
We think that the potential for communicating in a
targeted way with a consumer who's engaged, and engaging
with them, is far greater than where we are now.
The third thing is social.
You know, we talked about Twitter.
We talked a little bit about Facebook.
Everbody's on Twitter.
Are most of your brands doing something with Twitter?
But I don't think we know what we're doing
with it yet, right?
It's still very early.
How is that being used?
But you can imagine how that data could be used.
You could start imagining if you understood what your
followers were doing, how you could use that information to
communicate with them in a more effective way.
How you could target your advertising, or your
messaging, more efficiently.
And that's what we're exploring in our relationships
and as we think about social.
And then, search.
So, search is still the killer app of the web.
3.6 billion searches worldwide every day.
I think that works out to be like something
like 50,000 a second.
84% of auto shoppers are starting their search with a
search on the web.
If you think about how people make decisions, search is the
perfect database of intentions, so to speak.
When someone types into the search box, Chevy Volt, they
have something in mind.
In terms of our strategy, our strategy, and the bets we're
making, follow those four big trends.
There are a lot of tools and a lot of information that's
available to you through Google that can help you
launch products, develop products, understand how the
consumer is interacting, or what the consumer wants.
Google allows you, on a global basis, to reach over 1 billion
people for a product launch--
which no other media can do--
and in a very targeted way.
Thank you.
[APPLAUSE]