Apple Purchased AdMob Competitor Quattro Wireless
It seems Apple has made the move and gotten into the in-app advertising business. The rumor of Apple purchasing Quattro Wireless has turned out to be 100% accurate. The AdMob competitor, Quattro Wireless, was purchased by Apple for a cool $275 million.
"We are thrilled to let you know that Apple has acquired Quattro. We want to share with you our excitement about this news and what it means for our customers. We have built our business by enabling advertisers to reach the right consumers across the mobile web and in applications. We remain focused on delivering more engaging, relevant and useful ads to mobile devices, and improving the measurement and execution of digital campaigns. Together with Apple, we look forward to developing exciting new opportunities in the future that will benefit our customers."
Something also to be noted is that former Quattro Wireless CEO, Andy Miller, revealed in the press release that his title is now Vice President of Mobile Advertising at Apple. The Google vs Apple showdown seems to be heating up. 2010 is going to be an exciting year in the mobile world.
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If I were Apple, I'd be pleased with a share of this new market, at least new for them. They'll no doubt recoup their $275 Million and in reality make much more than that.
For Google, this is a much bigger deal since they are an online ad company and they know that their next new growth product isn't a phone, computer, tablet or OS it's mobile ads. Competing against Yahoo! and Microsoft has been easy. Competing against start ups - ditto. Competing against a savvy, deep pocketed competitor like Apple is something that they're not used to.
Ultimately, how we view this acquisition will change on the 27th. Today's it's capturing more revenue from the 3 Billion apps that they have sold. On the 28th, it may be much more than that. One thought - what's stopping Apple from putting ads on everything that they sell in the iTunes store - ads on album covers and liner notes, ads/previews on movies and TV shows. Who knows, maybe it all lowers the cost of purchasing content.
This should prove to be interesting.
Should've bought shares in Quattro after reading the 'might be' article