Feeds

Apple crushes Quattro as RIM hot-wires own ads vehicle

The fast, the furious and the expensive

Providing a secure and efficient Helpdesk

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. ®

Protecting against web application threats using SSL

More from The Register

next story
Brit telcos warn Scots that voting Yes could lead to HEFTY bills
BT and Co: Independence vote likely to mean 'increased costs'
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
New 'Cosmos' browser surfs the net by TXT alone
No data plan? No WiFi? No worries ... except sluggish download speed
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Blockbuster book lays out the first 20 years of the Smartphone Wars
Symbian's David Wood bares all. Not for the faint hearted
Bonking with Apple has POUNDED mobe operators' wallets
... into submission. Weve squeals, ditches payment plans
This flashlight app requires: Your contacts list, identity, access to your camera...
Who us, dodgy? Vast majority of mobile apps fail privacy test
Apple Watch will CONQUER smartwatch world – analysts
After Applelocalypse, other wristputers will get stuck in
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
Security and trust: The backbone of doing business over the internet
Explores the current state of website security and the contributions Symantec is making to help organizations protect critical data and build trust with customers.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.