News & Events

Apple is expected to announce it is buying Quattro Wireless:

“If there is any doubt that 2010 is the year of Mobile Advertising, Apple just cleared up any speculation. For pessimists who thought the Google acquisition of Admob was a fluke, this reinforces that mobile advertising is here to stay. Google’s acquisition of Admob provided instant access to the mobile advertising ecosystem with a long-tail approach similar to theirs. It also provided them with a vehicle to leverage and grow their Android platform advertising opportunities. Apple’s acquisition of Quattro is for two main reasons: first, to have a mechanism to monetize free apps with the Quattro sales force and secondly to capture a share of the growing mobile advertising media spend. The fact that both of these organizations decided to buy versus build illustrates the unique characteristics that mobile advertising affords.

What is interesting about this acquisition is how there are new players such as Apple who are now entering the mobile ecosystem aggressively vs. the typical PC Internet players of Google, Yahoo, Microsoft and other media companies. Handset manufacturers, software providers, infrastructure vendors, and carriers are all looking to connect the dots and carve out a share of what Morgan Stanley said will be the primary access point of the Internet in 5 years. Though it didn’t fit Apple’s existing business model, they saw the opportunity and captured it. One can only speculate where this could lead, perhaps free ad supported devices or a proprietary app store ad network? It is abundantly clear that Apple is now in the media business and will be competing head to head with Google. The mobile advertising ecosystem is unique in the sense that it is so personal and can tie so many other pieces of media together. Whether complimenting TV, out of home, or print, many other non endemic advertising companies see the enormous potential.

The world of mobile advertising is evolving and mobile consumers and mobile data are unique. Jumptap has always positioned itself in a unique spot in the mobile ecosystem – focusing not just on building a superior mobile ad network for both brand and performance advertisers, but on developing the technology that supports an ecosystem where brands, publishers, carriers, app developers, and consumers can mix in a protected, effective, and efficient manner. Early on, we recognized mobile’s unique characteristics as a more personal digital platform and built a platform based on our significant IP portfolio. We built a better advertising model using a combination of data and technology aimed at building a business that delivers the highest returns to each in the most efficient manner.”

Paran Johar, CMO Jumptap