Chat with Quattro Wireless CEO Andy Miller on differentiation in mobile advertising
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Having just created www.gomonews.mobi it was an eye opener talking to advertising guru and CEO of Quattro Wireless Andy Miller. I have followed Quattro since its launch and while I was impressed with the company and the background of the of the founders (already sold a company for USD 300 million) – I had some reservations.
For one – the mobile advertising space is expanding in all directions at an alarming rate. The last time I remember watching exponential growth such as this was the MVNO start-up rate in the Netherlands and France a few years ago.
But now, mobile advertising is the DJ and the tune playing on the decks is one that boasts “we have the best mobile advertising service”. In fact, just off the top of my head I can name eight start-ups that have appeared in the last few months.
My thing is competitive advantage. Any start-up in the space needs to have a differentiator or a lot of funding. Without one or the other the start-up is doomed. So this is the first question I put to Andy Miller when we spoke.
His response was that Quattro was different. (Oh No I shrieked to my self – here we go again).
But actually, what he said did ooze differentiation. Unlike providers of advertising platforms only, Quattro Wireless works with companies to create a complete mobile experience. This does not mean simply pushing text or banner ads on to a website. What it means is that what Quattro Wireless does is re-create the company website (leaving the .com/net URL) and re-create it for mobile. The company has patent pending rendering solutions that recognises how a consumer is viewing be it mobile or online. The websites displayed will reflect (automatically) the device used.
The advertising comes into play after the website has been re-created. Then high quality sponsored ads from Quattro’s inventory are pushed to the site.
But it doesn’t stop there. At the moment, inventory exists from a few premium clients (stupidvideos.com) but by the end of the year an ad-mob style advertising solution is set to go live targeting mass market ads as well. Because Quattro has premium sites it has also created it can retain a higher premium for mobile advertisers wanting to target its own portfolio… while building a more scalable inventory base for the mass market moving forward.
What we think?
Its early days but Get Mobile (more in Mobile Ads and 2.0) sounds like a great initiative and this completely managed rendering and advertising solutions is like a marriage of Mobile Aware, Novarra and AdMob… three for the price of one! Well it is mobile advertising and marketing, you know…
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