Feeds

Apple crushes Quattro as RIM hot-wires own ads vehicle

The fast, the furious and the expensive

Next gen security for virtualised datacentres

As Apple shuts down Quattro Wireless in favour of its own advertising platform iAds, it seems that RIM is looking to make a similar move into mobile advertising.

Quattro Wireless was in the business of embedding adverts into mobile applications and web sites, but was bought by Apple in January to provide intelligence for Apple's iAds server - which is limited to the iOS platform. That intelligence transfer is now complete, and the Quattro service has disappeared. RIM, meanwhile, is considering spending $400m for another mobile advertising player, Millennial.

The Wall Street Journal cites the omni-prescient "people familiar with the matter" saying that RIM balked at paying such a high price for Millennial. Apple is reckoned to have paid around $275m for Quattro, though both numbers look small when compared to the $750m that Google shelled out for AdMob. But even if it won't pay $400m, RIM is still looking to make an acquisition in the mobile advertising space.

This makes sense for a company that wants to be taking seriously as a competitor to Apple. RIM yesterday introduced two new price levels for BlackBerry apps: $1.99 and $.99. Previously apps started at $2.99 or had to be given away free. That brings the platform more in line with the iTunes store, and embedded advertising can provide a useful subsidy for such low prices.

Not that Apple is making a great play with iAds - it's early days, but advertising companies are already complaining that having Apple at the table isn't helping the creative process. Apple has to be there because it's responsible for coding the iAds and spends much of its time explaining what the platform can and can't do. Advertisers have to stump up a million dollars to get onto the platform, for which Nissan gets an ad that changes the colour of the car when you shake the phone. Oddly enough this is one of the hyped features of the Quattro platform.

Quattro itself lies dead in the water. As of this morning the web site redirects to iAds and advertisers have received a notification that iAds is the best thing since sliced bread, and they wouldn't want their message going out to people without an iPhone anyway. ®

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Shoot-em-up: Sony Online Entertainment hit by 'large scale DDoS attack'
Games disrupted as firm struggles to control network
BT customers face broadband and landline price hikes
Poor punters won't be affected, telecoms giant claims
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
EE: STILL Blighty's best mobe network, says 'Frappucino' Moore
Fresh round of network stats fisticuffs possibly on the cards here
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?