Businesses might benefit by focusing on mobile before getting into the complications of a cross-platform marketing strategy, according to Matt Brittin, Google Europe's vice president of business and operations. Mobile "will be fast, it will scale more quickly, you will get loads of feedback, and then you can build up fatter services for other devices," he said. He also noted that "we've been saying at Google for a long time 'mobile first,' and I think there's a question now, which is 'Should you just be mobile only?' "

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