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.
Good conversation guys. Here is my two cents:
There is no reason to buy this company unless they wanted their expertise in a new area -- in this case, the tablet.
A question: what would prevent publishers from quickly adopting the Apple tablet as their preferred mobile media format? A way to monetize the publication.
Quattro Wireless sees themselves as assisting publishers publish to the iPhone by helping them integrate advertising into their apps, right? They also help advertisers use the formats they have created.
They seem to be doing a good job of this, but that alone doesn't seem like a good reason to buy them. If Apple wants their tablet to dominate the "reader" market (admitting the new tablet will not simply be a reader like what Skiff
introduced) then they need to convince publishers that there are new revenue opportunities if they adopt the tablet as a format.
The problem I see is that so many publishers are completely
unprepared for this new market -- heck, most traditional publishers are still struggling with the web.
But here is where the idea of "self-publishing" (I would prefer to call it "small publishing" because I still see it as a commercial venture) comes in: the creation of a viable "tablet media" could allow individuals or small companies to publish directly to a tablet format that is advertising supported (thanks to Quattro). This new form of media could compliment print publishing, or compete with it head on.
I personally believe the technology is way ahead of the publishing industry and that for mobile publishing to succeed new players may have to enter the scene. If we are all waiting for the folks at USA Today to show us what they can do on an Apple tablet we may be waiting a long time.
In the end, it is all speculation. Apple may have bought Quattro because they liked the name.
