Apple's Purchase of Quattro Wireless Confirmed

[dejo]

Quattro "empowers advertisers and publishers." ... If I wrote a book or created a digital magazine, couldn't I be my own publisher?

Hmm, I'm pretty sure that Quattro is referring to publishers in the advertising-sense of the word, not the broader definition you are using.

 

[Yixian]

Put it this way, if the combination of ads and the savings on printing made by providing content digitally can bring the price of my whopping great £50 medical textbooks, of which I have about 6, then baby, bring on the ads.

 

[Full of Win]

Guessing? So you don't know.

An educated guess based on the facts on hand.

Of course, you could turn off those features if you didn't want them.

Maybe they did this to slow Google's growth in mobile advertising and further extend their iPhone/iPod touch ecosystem. Perhaps developers will get a better deal if they use Apple's network instead of Google's. There are many other possibilities other than your "guesses".

Guessing? So you don't know.

How do you know we will be able to turn off those features.

 

[Full of Win]

Put it this way, if the combination of ads and the savings on printing made by providing content digitally can bring the price of my whopping great £50 medical textbooks, of which I have about 6, then baby, bring on the ads.

I can see it now

blah blah the bacterial cell (will the PS4 use a cell processor.. find out @ engadget) wall is (sale on bricks @ Home Depot!) of peptidoglycan (do you need glycogen..find out @ heath.com).


Thanks but no thanks, I'll stick to the ad free version.

 

[rdowns]

An educated guess based on the facts on hand.




Guessing? So you don't know.

How do you know we will be able to turn off those features.

I don't. I'm going by how their phone works now. I have no reason to believe it will be any different. I'm not going to have a knee jerk reaction like you. I'll wait and see and take appropriate action, or inaction, at that time.

 

[zombitronic]

Hmm, I'm pretty sure that Quattro is referring to publishers in the advertising-sense of the word, not the broader definition you are using.

I don't think there is an advertising-sense of the word. Unless you're referring specifically to publishing commercial advertisements, but I don't see Apple's interest in that. I do see Apple's interest in distributing content, however.

If this really is Apple's foray into a greater distribution of various types of content, the question remains, why did they need Quattro? Perhaps different methods go into publishing content by Johnny Appleseed versus content by an established content provider. In the case of the larger provider, their content, such as movies or music, is published by a company other than Apple. Apple may just distribute it.

If Apple could get in on the publishing part of the process, they could create a clearer, simpler process for a creator to distribute their content. Quattro could provide an established channel for that process.

 

[spazzcat]

Do you realise how insane this comment is?

Full page ads are far more distracting than banner ads. You only have to look at the ad supported iPhone apps to see that.

Personally, I think the whole idea of "ad supported" software is an evil joke and why there are ads of any kind on the iPhone I just don't understand. I pay $800-$900 dollars for a device, I pay $70 a month for the privilege of using it, and it has ads on it?

People will eat dirt out of the yard if you present it to them the right way I guess. 🙄

You do realize that developers have to eat right?

 

[spazzcat]

I'm guessing its mobile advertising. Call me crazy, but given the IP of the company they just bought and their new department, I think its clear.

It will not happen overnight - but I could see GPS aware ads on the iPhone. For example, the GPS sees that you have entered into a Wal-Mart, at which time you will get a push notification about razors and soap.

That is a good idea for an app 🙂. It could pop coupons that could be scanned at check out...

 

[rdowns]

You do realize that developers have to eat right?

Most of them. I'd like to see the guy who published Fart Boobs for the iPhone starve. 😀

 

[rtdunham]

Shows over guys - Apple now has a Mobile Advertising division. Today begins my migration off of the OS X platform. Can't do it overnight, but I'm think CS5 will be the Windows version.

This will be remembered as a dark day in the world of Apple several years from now.

Your sig says you are against "prizes awarded without merit, and leaders with delusions of Godhood..."

You didn't explain your heartfelt conclusion enough for this non-deity, at least, to understand what you think is going to happen: what's happened, how that will unfold and why it'll reach the outcome you predict.

I'm interested in getting enough understanding of your position to know whether you merit a prize. Thanks.

 

[dejo]

I don't think there is an advertising-sense of the word. Unless you're referring specifically to publishing commercial advertisements...

You may not think there is, but it exists. And yes, it deals with publishing ads. The IAB (the governing organization for online ad standards), has a definition of Publisher here.

Publisher- an individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media.

A more casual definition: any site that delivers ads alongside content

 

[aristotle]

Shows over guys - Apple now has a Mobile Advertising division. Today begins my migration off of the OS X platform. Can't do it overnight, but I'm think CS5 will be the Windows version.

This will be remembered as a dark day in the world of Apple several years from now.

You have a crystal ball? What are the LottoMax numbers for this Friday's draw?
🙄
Maybe you should change your username to "Full of S__t". I'll let you fill in the blanks.

 

[cmaier]

Most apps in the appstore are free. Most of those are ad supported. Apple doesn't get its 30% cut of that. This way it gets a piece of that pie.

 

[zombitronic]

Publisher- an individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media.

A more casual definition: any site that delivers ads alongside content

The definition that you provided does not say anything about ads. The word it uses is content.

When I think of content I tend to think of media such as music, movies or words, not ads.

My assumption is as good as yours, but when I picture Steve Jobs playing with his iSlate prototype and saying, "It needs more content," I believe he's referring to media content, not ads.

 

[Kevlar]

Most apps in the appstore are free. Most of those are ad supported. Apple doesn't get its 30% cut of that. This way it gets a piece of that pie.

Great post. Apple will make an easy API for app store developers to tie into for ads. That way Admob (soon to be google) makes less off the iphone and keeps the money coming back to apple.

 

[primalman]

Shows over guys - Apple now has a Mobile Advertising division. Today begins my migration off of the OS X platform. Can't do it overnight, but I'm think CS5 will be the Windows version.

This will be remembered as a dark day in the world of Apple several years from now.

Bye!

 

[Full of Win]

You have a crystal ball? What are the LottoMax numbers for this Friday's draw?
🙄
Maybe you should change your username to "Full of S__t". I'll let you fill in the blanks.

I'm just giving the logical conclusion, in my opinion, when you give someone control of the OS with advertising facilities built into its core. I don't think it will happen all at once, but over time it will seep in. I've been using the iPhone since release day and I can see it happen in the apps, where the ads are becoming more and more 'in your face'.

Fill in the blank, oh I get it, Full of Smart. Thanks for the complement. 🙂

Can I send you a buddy request? 🙂

 

[dejo]

The definition that you provided does not say anything about ads. The word it uses is content.

Are you saying that you could envision Quattro Wireless transitioning from something that assists publishers in providing ads to an actual content publisher themselves? If so, I see your point. I don't think this is at all what they want Quattro for so I'll have to disagree. I believe that what cmaier is saying is the case: they just want a cut of the ad revs as well.

 

[zombitronic]

Are you saying that you could envision Quattro Wireless transitioning from something that assists publishers in providing ads to an actual content publisher themselves? If so, I see your point. I don't think this is at all what they want Quattro for so I'll have to disagree. I believe that what cmaier is saying is the case: they just want a cut of the ad revs as well.

I don't see Quattro transitioning into anything. Since Apple acquired them, I believe they'll cease to be a separate entity and their resources will become Apple's resources, à la FingerWorks.

Apple is already a content provider with the iTunes Music Store and, in a loose sense, a publisher with the App Store. I believe that Apple could leverage Quattro's resources in advertising to help individuals self publish and advertise their own content. Again, I know it's a stretch, but it seems feasible and as if it could be very lucrative.

 

[blackpond]

Personally, I think the whole idea of "ad supported" software is an evil joke and why there are ads of any kind on the iPhone I just don't understand. I pay $800-$900 dollars for a device, I pay $70 a month for the privilege of using it, and it has ads on it?

People will eat dirt out of the yard if you present it to them the right way I guess. 🙄

LOL! Are you really prepared to start paying Google to use its search engine, Facebook to talk to your old buddies and, not to mention, a MacRumors monthly subscription?

ad supported = the "free" internet.

 

[dejo]

I believe that Apple could leverage Quattro's resources in advertising to help individuals self publish and advertise their own content.

I see where you going with this. But I'll disagree with one part because I see nothing in Quattro's current resources that would help individuals self publish. They are strictly focused on allowing publishers to integrate advertising into their already existing or planned content.

 

[LeoNobilis]

Nice to see Apple using their cash for strategic acquisitions. I expect Apple to make several more acquisitions in the next couple of years.

It appears to me that you're more excited about Apple's growing influence than your piece of mind!
By the way, as soon as Apple's global market share reaches anything in the vicinity of 50%, myself, up till very recently the greatest fan of the company and its products, won't hesitate to reverse my loyalty in favour of anything more exclusive, less popular, more trustworthy (N.B.: 2 of my PowerBooks had irredeemable logic board failures within 3 years of use!). I hope, Palm appropriates its excellent WebOS for desktop computing as well.

Back to Apple with its latest acquisition! Does anybody still question the growing similarity, obvious as anything by now, with Micro$oft? Even the OS GUI of Vista or Windows 7 is no more the prehistoric nonsense their forerunners' were (although not yet as polished as Mac OS X, but not far behind, either).

If not for my elitist disposition and shame of being even remotely associated with Windoze, I'd have switched to an alternative system after my first faulty logic board!

 

[zombitronic]

I see where you going with this. But I'll disagree with one part because I see nothing in Quattro's current resources that would help individuals self publish. They are strictly focused on allowing publishers to integrate advertising into their already existing or planned content.

True, and my idea is based upon much speculation. Apple already seems to be competent enough to help advertise the content they distribute (via the iTunes Music Store/App Store).

I'd just like to believe that Apple could do more with this acquisition than capitalize off of in-app ads. Though, if this can be used to make in-app ads easier to implement, more relevant and less intrusive while earning them revenue at the same time, it won't be such a bad thing. At least not as bad as those who feel this will cause an exodus of Apple customers.

 

[MarcelV]

iTunes and Quattro

This is a good step for Apple to use for the subscription TV/VOD plans. Think about it. You surf the web, stats are build, and when watching TV shows and/or movies thru iTunes or AppleTV, targeted ads are shown. We are already used to it, whether you have OTA, Cable or Satellite. Q Elevation and Q Deliver are a pretty good match...

IMHO, this isn't OS driven, but content driven... And don't forget that Apple has become a huge content provider.

 

[cdinca]

Do you all think apple will force developers of free apps to use their service instead of AdMob, or just encourage them?