Mafia hears of Google’s mobile mission

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EIGHTY per cent of internet access will be driven by mobile phone users in 2016, according to a senior figure at Google.

Richard Robinson, the industry leader at Google, told delegates at the Yorkshire Mafia conference that the company’s mantra is “mobile first”.

Mr Robinson was one of the keynote speakers at the second and final day of the conference which was held at the Royal Armouries in Leeds. It attracted a total audience of around 3,500 people.

Mr Robinson, who helps businesses to develop digital strategies, said: “Mobile will be the de facto internet access technology in the next few is changing the way we act and react.”

He urged companies to use “real time data” which could be found on the internet to drive their business, and create a personal brand for themselves online.

Another speaker, Rob Wilmot, the former chief technology officer of Freeserve, the internet service provider, urged the audience to build a trusted reputation using social networks.

He added: “You become an authority in your sector. Your message gets amplified out to your followers. You sell more stuff.”

He said companies could use social media like Twitter to promote their brand by using “individual employee evangelists”.

He also warned against “employer paranoia” with regards to the use of social media like Linked-in. He said trust, combined with respect and clear guidelines would lead to the successful use of social media. Mr Wilmot said companies should “choose the correct channel” for social media and not be afraid to show a human face when they used Twitter.

Earlier in the day, Jonathan Straight, the chief executive of the Leeds-based environmental products firm Straight, told the audience how a “eureka moment became a £30m business”.

He decided to become involved in the environmental sector in the late 1980s. He was determined to build a business that protected the planet by reducing waste.

He described his “10 commandments” for developing a successful business.

Mr Straight, who is well know for his trademark moustache, said it was a good idea to be memorable.

The Yorkshire Post was the media partner for the Yorkshire Mafia conference. There will be a full report in next week’s Business Tuesday.