Mobile Fix — January 26

(What’s this? )


Lots of coverage of the after being restricted to Amazon employees for a while. Generally we have been underwhelmed by instore tech, but it looks like Amazon have moved the game forward. but no one knows how it really works and, crucially, whether Amazon will share this with other retailers.

With Amazon Web Services world class tech is democratised by being available to anyone and you just buy what you need. A great business for Amazon and good for everyone else. But by keeping it to itself Amazon can undercut other retailers who still need to hire cashiers etc. With the Go trademark registered in the UK, I think we can expect the concept here soon.

There has never been a better time to get good retail premises with so much churn on the high street, though and others who, ironically, have had their customers lured online by Amazon.

One of the firms getting a boost from Amazon is Instacart and — through apps and mobile sites. Our friends at EagleEye are also active in a similar space — helping with retailers develop a real time connection to their customers — and

We think too many people obsess about Amazon and online, when real opportunity for high street stores is the Uberfication of their business;

Tinder is still about dating, but the phone dramatically improves it

Just Eat is still about a Takeaway but the phone dramatically improves it

Uber is still about a cab ride but the phone dramatically improves it

We’re spending more and more time looking at how the phone can dramatically improve retail on the high street. Come and talk if that’s of interest.


Any remaining doubts that AI isn’t that important melted away when the . With all the heat on GAFA it’s reassuring that one of the architects of the Google Deep Mind team, leading AI thinking at Google, isn’t an Ayn Rand type.


to lead their efforts in sports content — conveniently just before the deadline for bids for the Premier League matches available in 2019 to 2022. At Eurosport Hutton led their audacious coup winning the European rights for the Olympics and before that worked for the new owner of Leeds United, when he ran the leading Sports Rights firm MP&Silva.

A real statement of intent from Facebook


The as they attempt to get the old guard more involved with the new opportunities.

I think many Fix readers will recognise some of these situations. Whilst we are all future focused, the friction from the laggards and luddites can still be a major barrier.

An , looking at a theory that stock market prices imply advertising will almost double to be 1.8% of the US economy from 1% today. So a slow down is possible and all the pitches being announced at the moment are likely to contribute to the agency pain, as revenues tend to get cut in reviews.

But as some smart people on Twitter pointed out there are lots of small businesses spending with GAFA that have huge potential for growth. There are perhaps 30k — 50k (?) businesses that can afford a holding company agency. Yet Facebook has 5 million customers and there are around 20 million SME businesses in the US. As the barriers to entry and the friction reduces, could these replace the lost big brand money?

Servicing these smaller companies requires a rethink from most parts of the marketing stack.

One area worth watching is how new tech like blockchain and cryptocurrency might influence the market and .

Their own coin will be used to reward users for viewing ads — and required to buy ads. This feels very left field now, but we have long predicted that — where people control their own data — will eventually get traction. Could Brave make it happen? With GDPR certain to reset the market for data and disrupt adtech, new approaches that respect users could have a good chance of adoption. .

Quick Reads

Before GAFA, banks used to worry about the Telecom firms and whilst they have , this is one of the first in the West.

Whilst the ability to personalise ads is positive for both brands and people . And how — highlight actors or scenes that will appeal to you.

r and expect to increase marketing spend to $2bn — an increase of over 50%

Brands and publishers are trying to hack the changes to the Newsfeed on Facebook. We have seen the FT going back to the future with ads encouraging people to like their page, and hence see more stories.

Finally….a. Really good thinking on user experience

Whats cooking at The Media Kitchen?

New business conversations ooop north and across London and our US team collected their Social Agency of the Year award from Mediapost.

If you find the topics we cover in Fix resonate with you we should be talking. Are you having problems with any part of your customer acquisition or retention? Need an impartial POV on your tech? Want to drive more store traffic? Whatever your marketing stack I feel sure we could probably add value. Cup of tea?

Fix is my thinking rather than that of MediaKitchen. We now have over 5500 subscribers across Google, Facebook, Snap, Yahoo etc as well as many VCs, Brands and Agencies.

If you enjoy it please share it with anyone you think might be interested And are we ?




Pattern Recognition / Strategy / Consulting / Creative Thinking from Simon Andrews — Sharing knowledge through our email newsletter Mobile Fix every Friday

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