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Why Google’s seamless experience is more than just convenience

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The transformation of Google Play means more than just music, movies and TV shows. Google wants an increasing share of your time.

Oozing with the conviction of a visionary for whom making a fortune was never enough. The ex Chief Marketing Officer of Google Play, Patrick ‘Mad’ Mork’s character, like that of Sergey Brin and Larry Page is just different.

The non-conformist round peg in the square hole. He wants to use technology to change the world. Google look for this characteristic when they hire, and it has created a company of giants with a grandiose aura to match.

Then again, it has been earned. Google are trying to make the world’s information universally accessible. Shifting away from the ubiquitous mobile phone, towards our cars, wrists and living rooms.

By taking an innately humanistic focus to tech, Google have created compelling and seamless user experiences down to the minutest levels. The Google brand is “cherished and loved all over the world”.

Its person-centric approach across all of its derivatives have helped Android rocket toward an 80% lion’s share of the global smartphone market.

The transformation of Google Play was complete, and Android’s stranglehold of the smartphone market increased with it.

During his two year tenure, Mork oversaw the transformation of Google Play. Helping lay the foundations to overtake Apple in 2014 in categories that include total number of apps (1.43 million) and number of developers (400k).

The transformation of Google Play

Things weren’t always this way however.

“When I joined the Android team in 2011” explains Mork “we were so behind Apple in terms of the offering. The Android market was not a very good experience in terms of finding content, not good at monetizing content for developers or a good experience in terms of breadth of content.”

“We looked at the business and thought wow, we need to step up to the plate and take content seriously.”

The concern came after looking at research into the amount of time spent on apps. In 2012 consumers spent an average of 23 hours per month. 2 years later, in Q4 2014 the time stood closer to 37.5 hours.

To accommodate demand, the team at Android, wanting to establish the brand as a one stop-shop for all things entertainment realized that they needed to “relaunch books, launch a music service, launch movies and TV shows and magazines. And do it all under one platform and under one brand.”

The transformation of Google Play was complete, and Android’s stranglehold of the smartphone market increased with it.

The stars were aligned for the next stage of the Google’s plan.

Share of time

With an 80% share of the market, Android aren’t going to gain anymore.

The question now is how Android can utilize the transformation of Google Play alongside Google services to ensure that as much of your time is taken up as possible.

Akin to the Cola wars of the 80’s and 90’s, Coke recognized that they weren’t going to gain more share against Pepsi. Instead, they went for a “share of the stomach”.

“They looked for ways they could provide more of their products to users as part of their overall diet. Not just in terms of their carbonated soda consumption.”

Android have taken a similar approach in what Mork calls “share of time”.

Bucking the trend of disjointed consumer experience, the transformation of Google Play led the way towards a seamless and intuitive experience across tablet, smartphone and computer.

Unquestionably, trends point towards the effortless interchange of devices.

“If you look at what has been announced at Google in recent years, the direction they are heading is beyond just smartphones and tablets, and moving towards Android Auto.”

Announced at Google I/O in 2014, Android Auto is billed as being the solution to turn your old analogue car into another connected device.

“Today when you get into your car, and you want to go to a certain place, you have a couple of options. You can open your phone and activate Google Maps, or you can use your cars GPS. Android have been working on integrating the two.”

It isn’t just cars that Android are expanding out towards either. Moving “from tablets onto your wrists, television sets and now cars. They will effectively be taking a greater share of user’s time across multiple platforms and touchpoints.”

Google really are gunning for more of your day. By targeting the places we spend the most time in and “tightly integrating multiple services across ever more daily touch points, they are going to be able to understand more about us, provide us more contextual and immediate services, whilst providing advertisers with more precise targeting data”