Quattro - why is it different this time?
Rating: oh, colour in the detail yourself
By Annie Turner
Andy Miller and Eswar Priyadarshan, formerly of mobile meida company m-Qube have officially announced their new company, Quattro.
Quattro’s founders reckon their company will “help publishers create mobile web sites that are adapted especially for the mobile device, not just stripped down, and that are easy to find and navigate. They are also creating a network of advertisers to match with theses publishers. Think of it as mobile matchmaking for advertisers and publishers.”
Yeah, yeah, I know we’ve heard it all before, but this time there’s more substance. The first publisher/advertiser is Univision, which Quattro claims reaches 99% of Hispanic households in the US. Apparently Univision has created a new mobile portal with Quattro, with Procter & Gamble advertising its Cover Girl brand on the mobile Univision site.
The company also announced its first round of VC funding (USD 6m) from Highland Capital Partners today, so someone else has put their money where their mouth is too.
Still, a lot of people have pumped a lot of money into such ventures for little or temporary advantage and it remains to be seen if Quattro will succeed where others have failed. At least it has low US data rates on its side, even if the US’ Hispanic population is excited about colouring its hair.
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