Apple bought Quattro Wireless today. If you were totally out of the blogosphere, you can catch the recap on All Things D.
Seriously, I really can’t figure out what Quattro’s got that Apple couldn’t just build, or what they have that Apple can use. The AdMob acquisition by Google made sense to me, because Google can now add the AdMob inventory and infrastructure onto the rest of the Google Network. I expect it will eventually function as an extension of the Google Network, only with mobile ads instead of full size display banners. Quattro has an extensive network, but how is Apple going to leverage that? I can understand that perhaps Apple wants some of the mobile site development technology that Quattro sells, but why would Apple want mobile advertising inventory? To compete with Google?
Kara Swisher says:
- “Both innovative start-ups are aimed squarely at the fast-growing market to advertise on smartphones, such as Apple’s iPhone and Google’s Android devices.”
Yes, but how does that tie in with the greater business plans of both companies? How is Apple going to leverage the (rather excellent, actually) advertising, analytics, tracking, hosting, and general campaign management of Quattro’s mobile advertising core competency? I’m stymied, folks. Anyone have any ideas?
