As you can probably tell I have been away. But before I get to the summary of the Mobile Money Conference (in the next post) I want to get this out of the way to avoid any distractions. What can be better than my opinion on Google’s acquisition of AdMob? Well … the opinion of those smarter than yours truly. Our Mobile Analytics Provider list will undoubtedly change in the aftermath of this deal … but for now below are four excerpts of expert commentaries for you to read and follow to their source.
1. Open Gardens’ Ajit Jaokar -
But why is this acquisition such a big landmark?
The Admob acquisition and growth reflects a deeper trend by the customer towards Mobile Web and Mobile Apps. It indicates that Mobile Web and Mobile Apps are becoming the most significant elements of the Mobile industry surpassing both Voice and SMS in importance.
Why? We all know that Mobile Web and Mobile Apps are a significant(if not primary) mode of access to the Web for many people .. but the Admob figures indicate that the manner of access is significant ..
Historically, the belief was – people accessed the Mobile Web with an ‘intent’ (such as ‘find my nearest’) .. If that were the case, we would never have seen such a large number of ad impressions. So, the Mobile Web access has become pervasive .. instead of ‘intent based.’ In other words, the Mobile Web (and Mobile Apps) have arrived.
Read entire post entitled ‘The acquisition of Admob by Google is as big as the launch of the iPhone‘ here.
2. Gartner’s Nick Jones
Unlike me, Google has started its Christmas buying early, having splashed out $750M on Admob this week. Google also just announced an upgrade to Latitude that supports location history tracking and location alerts (e.g. to notify you when friends are in the vicinity). These events are related. They’re moves in a massive emerging war to own mobile contextual information and applications which will include location-specific advertising and many other location-related business models. Apple are behind in this location game, but I expect MobileMe will get more sophisticated. Expect a future mega-vendor battleground between Google, Nokia, Apple, maybe Microsoft and a few others.
Read entire post entitled Bah Hambug! here.
3. Mobile Marketing Watch
Think about it- if an app developer decides to monetize his app via in-app advertising, who do you think he’ll chose as his provider; Google or one of the many cookie-cutter mobile ad-networks that have popped up all over the place…
When looking at the two most talked-about mobile OSs — the iPhone and Android — Google already dominates the mobile search functions on both devices, and now with it’s acquisition of AdMob, will dominate mobile app advertising on both devices through their respective app stores as well.
Read the rest of the post entitled ‘Google’s AdMob Deal Solidifies It’s Future Mobile Marketing Dominance‘ here.
4. Sensidea’s Jaafer Haidar
[AdMob has] built up quite an impressive business in a few short years; not only becoming the largest mobile ad network, but also amassing an amazing amount of data on how people are using and engaging in mobile applications… Google now has access to a ton of competitive data that will bode well in the mobile platform war just heating up with Apple. I’m not discounting AdMob’s ad business but if it was the ads Google wanted then why did they wait so long to make the buy?
Read entire post entitled ‘Google Buys AdMob. What Took So Long?‘ here.
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