As if there wasn’t enough issues with the amount of bandwidth the iPhone is using, Apple has purchased the mobile advertising platform provider Quattro Wireless.
Quattro Wireless has established themselves as a powerhouse in the online mobile advertising space by providing analysis software that tracks impressions, clickthroughs and customer behavior. Quattro has also made quite a bit of business by interacting with Apples App Store to drive more customers to a particular application.
This acquisition and the technologies it brings poises Apple to be a new media advertising powerhouse as well as a content distributor. Many industry pundits are claiming this as a Google competitor, I’m not so sure I share that view as Google doesn’t (yet) have the media distribution channel that Apple does.
Currently in many markets the iPhone data usage is causing pain for the operators of the service (more about that in this post) and this move from Apple will only drive more bandwidth per subscriber. The Service providers are now caught in the middle between a content provider (Apple) and a bunch of data-hungry consumers who don’t care how they get their content, it just has to be fast….
This move is just another reason (on top of many) for Mobile Operators around the world to move to a high bandwidth Metro-Ethernet infrastructure. Something we are beginning to call The Common Metro.
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