Feeds

Apple crushes Quattro as RIM hot-wires own ads vehicle

The fast, the furious and the expensive

The Power of One Infographic

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. ®

The Power of One Infographic

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
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.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.