jason spiro is the head of strategy at google and he is leading the company's efforts to help businessesrease their mobile online presence. jason, great to see you. >> nice to be here, j.j. >> for people who do not understand what it means to go mobile with the company or the website, explain to them what is the difference of making a mobile website and developing an app. >> well, i think that some of it is about what the user is looking for, right. the user is trying to have an experience on the phone which could be about finding a store or a last-minute need, and usually reaching for the phone. increasingly we will have the devices in the pockets to have connective ti which has changed the consumer experience and from that, they reach for that, and if you expect them to find you through an app, you have to train them to find you through an app, and most often type in the url of the website or do a search. when they find you in those ways, you have to be prepared for it. >> how expensive for you if i have a website that clearly looks terrible on somebody's phone and if i want to adapt t

jason spiro is leading the company's efforts to help businesses increase their mobile online presencet to see you. >> thanks for having me, j.j. ramberg. for people who don't understand what it enmaos to go hobl, explain that to them. what's the difference between making a mobile website and an app? >> the user is trying to have an experience on their phone which could be about finding a store, a last-minute need. users will reach for their phone. we have these devices in our pockets which has changed the consumer experience. from that they reach for that. if you expect them to find you through an app you have to train them to find you through an app. >> how expensive is it for you if i have a website that clearly looks terrible on somebody's phone, if i want to adapt that so it looks okay on a phone or mobile device, how expensive is that? >> it's inexpensive and quite easy. you have to think about what the consumer wants on their phone. what you can't do, someone who takes a desktop site and nip tuck it into a smaller version. it's building for the mobile consumer who's trying to fi

. >>> in a "power lunch" exclusive jason spiro, google's global head of mobile sales, answered threeions, three important questions, that we put to him on how all businesses can adapt and embrace the global mobile consumer. take a listen. >> i think we're seeing a number of behavioral changes because people have connectivity everywhere they go. when they think of something, they can communicate. when they think of something, they can act on it. we're seeing a smartphone being used as a device to complement a tv experience where it can activate something they've seen on tv or they can share that. we're just at the beginning of understanding this and understanding how businesses react to that and how it might change marketing. and what has us most excite second-degree that the smartphone, the mobile phone, is a bridge between the digital world and the physical world we live in. i think when the data came back, we were looking at those emerging markets first. we were looking at markets where maybe pc penetration is not as high. the number that frankly struck me the highest was one-third