Adolfo Fernández is Business Development for Spain and Portugal at Google. His job is to advise SMEs and multinational corporations on how to kick off their expansion through the Internet. “People are not afraid of change, we are only afraid of uncertainty and the unknown,” he emphasizes. Fernández is a consultant in digital transformation and guest lecturer in some of the most prestigious European business schools. He has developed his professional career at the intersection of his two biggest passions: technology and marketing. He has worked on the Internet, telecommunications, consumer goods and consulting sectors in Spain, the United Kingdom, Ireland, and Portugal.
- Is the mobility the main lever of change in the digital era?
During my keynote, I tried to explain that the idea of mobility has changed over the last few years. Usually, when we talk of mobile, we link it to the device, and the reality is that today, mobility goes beyond that scope. Mobile is more the user behavior than the hardware itself. Intel estimates that in only seven years there will be roughly 200 billion connected objects in the world – about 26 smart devices per person – all made smarter with progress in machine learning. That circumstance is a significant challenge for companies and completely breaks the status quo and the way we think towards mobile .
- What role do companies play in this context?
As SMEs or multinationals, our work should focus on understanding the consumer better. The new technologies that we have today allow to do it more efficiently than in the past. We have now several points of contact with our customers across different platforms. The key is to be coherent with our message and take advantage of each platform characteristics. For instance, today I put a lot of stress on the loading time on mobile sites. The loading time of a web page on a mobile device is now a fundamental factor. In three seconds the probability of bounce increases by 32%. And for every second delay, conversions fall by 20%. As companies we have to adapt to this new reality.
- Have we become slaves to technology?
Slavery seems to me to have a negative connotation. And I think that we should always look towards new technologies from a positive angle. Technology has made us more efficient, and from a user point of view has given us more power to make better decisions. Without a shadow of a doubt, the consumers have nowadays more power than ever before, but for me, one of the most remarkable advantage that technologies have meant for the economy is its role as a bridge between companies and consumers. Information flows have improved, and feedback from users are implemented much faster.
- What advice would you offer to new entrepreneurs in the technology sector?
Think of the user. Put yourself in their shoes and make all your strategy to hinge on it. It is a something that must be transversal to the entire industry. You have first to identify who will be your users and design customized strategies for that core target.