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Tag: iad

  • Apple's iAd Coming to Europe in December

    Apple announced it will expand its iAd mobile advertising network to the UK and France this December, with Germany to follow in January.

    According to research firm IDC, iAd has signed on over half of the top 25 leading US national advertisers in just four months, with a projected 21 percent share of US mobile display advertising revenue for 2010.

    iAd will launch in Europe with iAds from L’Oréal, Renault, Louis Vuitton, Nespresso, Perrier, Unilever, Citi, Evian, LG Display, AB InBev, Turkish Airlines and Absolute Radio.

    iAd, which is built into iOS 4, lets users stay within their current app while engaging with an ad, even while watching a video, playing a game or using in-ad purchase to download an app or buy iTunes content. Developers receive an industry standard 60 percent of the iAd Network revenue, which is paid via iTunes Connect. "With user engagement times averaging more than 60 seconds per visit, iAds combine the narrative quality of TV ads with the interactivity of digital for something entirely new," as Apple says.

    "We’re thrilled to add leading global brands to the iAd Network in Europe and create even more great opportunities for developers," said Andy Miller, Apple’s vice president of iAd. He added that in just four months, the company doubled the number of advertisers on the network and "thousands of developers now have a valuable new source of revenue."

    Related news
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    Apple Unveiled iPhone OS 4

  • New iPhone Ad Platform Extends Services—and Raises Questions

    The recent unveiling by Apple of its new iAd advertising platform extends the company’s array of inventive services for the iPhone, but also continues a distinctive collaboration-versus-competition dynamic between the giant technology trendsetter and its partner companies, according to iSuppli.

    “Thanks to the phenomenal success of the iPhone apps store and iTunes, Apple is in a unique position to partner with best-in-class companies and offer innovative services, products and apps to the market,” said Francis Sideco, principal analyst for wireless research at iSuppli.

    “The launch of one of these services, iAd, is a result of Apple’s recent purchase of Quattro Wireless and points to what appears to be an emerging modus operandi being employed by Apple – namely, a pattern of initial amicable association between Apple and its partner companies that then turns into a competitive relationship,” he said.

    In the smart phone market, Apple was the only player in the Top 5 to achieve a substantial increase and consistent gain throughout 2009, growing its share from 10 percent in the first quarter of 2009 to 16 percent in the final quarter.

    In contrast, top-ranked Nokia saw only a 3 percent increase during the period and suffered a dip in the third quarter, while the share of No. 2 RIM fell from 21 percent to 19 percent during the year. Rounding out the Top 5 were HTC with 6 percent share and Motorola with a 4 percent share.

    The iAd platform joins a host of major changes in Apple’s updated iPhone OS 4. In the case of iAd, developers will be able to embed ads into their applications, allowing iPhone users to interact with the ad without leaving the app. Apple CEO Steve Jobs says iAd not only presents additional revenue opportunities for iPhone developers but also provides users with improved advertising quality and access to ads.

    According to iSuppli, while iAd is the progeny of Apple’s acquisition of Quattro Wireless, Apple’s moves in the past have been less overt but nonetheless ended up pitting the giant against its former partners.

    “For instance, Apple partnered with Amazon.com to allow the Kindle app to run on the iPhone. Within a year or two, Apple now has launched its own iBook store for eBooks and other electronic publications. Prior to that, Apple originally partnered with Google Inc. for search and mapping capabilities on the iPhone, but Apple within two years achieved in-house capabilities for those functions and now, with iAd, is going after Google’s highly lucrative advertising business,” as the research group claims.

    As these developments illustrate, Apple is acquiring valuable domain knowledge that is allowing the company to enter into competition with some of its partners, iSuppli believes. And while Apple’s actions could be viewed as a reaction by the company to the moves of its partners, they also can set in motion possibly antagonistic relationships.

    “Should Apple continue to operate in this manner, the company might find it difficult in the future to form an association with best-in-class partners—connections in which friendly partnerships at the beginning alter and then deteriorate into aggressive rivalry,” said Sideco.

  • Apple Unveiled iPhone OS 4

    Apple previewed its iPhone OS 4 software and released a beta version of the software to iPhone Developer Program members.

    The iPhone OS 4 beta release includes an updated SDK with over 1,500 new APIs and over 100 new features that will be available to iPhone and iPod touch users this summer.

    New features include Multitasking for third party apps; Folders to better organize and access apps; improved Mail with a unified inbox, fast inbox switching and threaded messages; enhanced Enterprise support with better data protection, mobile device management and wireless app distribution.

    It also comes with a new iAd mobile advertising platform and iBooks, the new ebook reader and online bookstore recently debuted on the iPad.

    iPhone OS 4’s multitasking allows us not only to quickly move between apps but also provides developers seven new multitasking services to add multitasking features to their apps. These services include background audio, so apps like Pandora can play music in the background, and VoIP, so VoIP apps can receive a VoIP call even when the iPhone is asleep or the user is running other apps.

    “iPhone OS 4 provides multitasking to third party apps while preserving battery life and foreground app performance, which has until now proved elusive on mobile devices,” as the Apple claims.

    Folders help us better organize and quickly access the apps. We simply drag one app icon onto another, and a new folder is automatically created. The folder is automatically given a name based on the App Store category of that app, such as “Games,” which we can easily rename. We can also create and manage iPhone folders on our Mac or PC using iTunes 9.2.

    Unified Inbox allows users to see messages from all their email accounts displayed together in a single inbox. We can quickly switch between inboxes to see messages from any single account. We can also thread our messages by conversation, as well as open email attachments with compatible apps from the App Store.

    Apple says that iAd, their new mobile advertising platform, “combines the emotion of TV ads with the interactivity of web ads.” Today, when users click on mobile ads they are almost always taken out of their app to a web browser, which loads the advertiser’s webpage. Users must then navigate back to their app, and it is often difficult or impossible to return to exactly where they left.

    According to Apple, iAd solves this problem by displaying full-screen video and interactive ad content without ever leaving the app, and letting users return to their app anytime they choose. iPhone OS 4 lets developers easily embed iAd opportunities within their apps, and the ads are dynamically and wirelessly delivered to the device. Apple will sell and serve the ads, and developers will receive an “industry-standard” 60 percent of iAd revenue.

    The iPhone OS 4 beta release includes a developer preview of Game Center, which contains a set of APIs that allows developers to create apps with the ability to invite friends to play a game, start a multiplayer game through matchmaking and track achievements and compare high scores on a leader board. Apps created with GameKit APIs will work with Game Center, Apple’s new social gaming network available to iPhone and iPod touch users later this year.

    New enterprise features in iPhone OS 4 include improvements in security, scalability and compatibility. The new Mobile Device Management service can be integrated with third party servers to wirelessly configure, query and wipe or lock managed iPhones, and iPhone OS 4 enables enterprises to host and wirelessly distribute their own in-house developed apps to employees.

    The new Data Protection feature uses a user’s passcode as an encryption key to protect mail messages and attachments stored on the iPhone. New iPhone OS provides the option to set a longer and more complex passcode. It also allows IT managers to set up multiple Exchange ActiveSync accounts, is compatible with Exchange Server 2010 and includes support for forthcoming SSL VPN applications from Juniper Networks and Cisco.

    iPhone OS 4 will be available as a software update to iPhone and iPod touch users this summer. A version of iPhone OS 4 will be coming to iPad this fall.

    Unfortunately, some features may not be available on all products. For example, Multitasking requires iPhone 3GS or third generation iPod touch (late 2009 models with 32GB or 64GB).