WPP chief executive Sir Martin Sorrell has told mobile operators and handset firms to start working closer together to make mobile a more viable platform for the advertising and media industries, as he hailed the “the power of apps” at the Mobile World Congress.
He reminded networks and handset manufacturers that he had previously warned that “somebody would push them together”.
Google was the somebody he meant at the time, but admitted that “frankly, we didn’t see the Apple revolution coming”.
Sorrell had some telling stats to hammer home his point. He said the average iOS (the software iPhones run on) has downloaded about 60 apps per device, while cumulative App Store downloads will overtake iTunes music and video downloads in a matter of months.
Sorrell is encouraging online agencies to “embrace mobile in a more aggressive way – mobile for us is part of the online revolution.
“Apps are a classic example of this shift from broadcast to multifaceted engagement. They enable brands to connect with consumers at numerous touchpoints.”
WPP sees huge potential for retailers and consumer brands for apps that tap into location and commerce. “Location targeting is the holy grail that we as advisers on behalf of our clients are looking for,” he said.
Image taken by Flickr user Yutaka Tsutano, licensed under Creative Commons.