The Google vs Apple Clash of the Titans continues with the mobile advertising industry buzzing about the new iAd platform. Steve Jobs stated in his iAd announcement that most mobile advertising “sucks” and that “on a mobile device, search is not where it’s at, not like on a desktop.”
I have to respectfully disagree wholeheartedly to Steve’s last statement. I use my Droid smartphone WAY more than my desktop or laptop – even when I am at home and the computers are easily accessible. It’s just more convenient to have the information right there at my fingertips to be able to sift through quickly. The amount of searches I perform for local restaurants, stores, coupons, song lyrics etc. from my smartphone is staggering (admittedly, I’m probably addicted to my phone more than the average user, but still…). I truly believe that Apple has no chance in overtaking Google in any advertising arena, even Mobile.
The iAd announcement will, however, hopefully prove to the FTC that Google’s acquisition of AdMob is not the monopoly maker they thought it would be. Google seems to love healthy competition and barely even flinched when Bing.com was born – they seem to realize that there is plenty of business to go around in the paid search world.
With mobile advertising anticipated to become a HUGE revenue producer in the next few years, who can blame Apple for wanting to capitalize and take their share of the pie? Industry numbers indicate that over $400 million was spent by mobile advertisers in 2009 and analysts predict that by 2013 that number is expected to nearly QUADRUPLE! This is definitely enough projected revenue for all the key players to make their fair share of profits and make their shareholders happy.
So, like I said in my last blog post…no one knows who will win this battle OR the raging war between Google AdWords and Apple iAd, but as long as people are using their PCs and mobile devices to search the internet – Google wins.
A battle of epic proportions is brewing as Apple is anticipated to announce their mobile advertising platform (rumored to be named “iAd”) tomorrow at their April 8 iPhone OS 4.0 Event. The smartphone pioneer Apple acquired Quattro Wireless in January, 2010 for $275 million and it appears that they are ready to join Google in the mobile advertising arena, an arena that has been receiving quite a bit of federal scrutiny since Google’s purchase of AdMob for a whopping $750 million in late 2009.
After Apple bought Quattro, Google posted a Public Policy Blog welcoming Apple into the mobile ad space. Google stated that Apple’s acquisition of “Quattro Wireless is further proof that the mobile advertising space continues to be competitive. And with more investments and acquisitions in the space, including from established players like Apple and Google, that’s a sign that vigorous growth and competition will continue. That’s ultimately great for users, advertisers and publishers alike.”
Although the gesture is nice and professional, it leaves me wondering whether or not Google will be singing the same welcoming tune once Apple starts implementing their competitive mobile advertising systems. Sure, Apple buying Quattro looks good to the Feds for now, but we all REALLY know that there is only one true online advertising behemoth. Google has online advertising on lockdown – it will be interesting to see how this all plays out and to see if Apple manages to squeeze their way into the mobile advertising market and become a true player.
So, the Clash of the Titans continues between Google’s search advertising dominance and Apple’s consumer gadget/application expertise. Bottom line is this: Google becomes better and better the more we use the internet (whether leaving Yelp reviews, commenting on blog posts, tweeting, etc…) while Apple is merely helping us to use the internet more with their fancy devices. So, really it doesn’t matter who wins the Clash of the Titans – no matter what, Google wins. Even though I can already assume the outcome, I am still excited to see who will cash in most on the mobile advertising gold rush that is sure to come in the next few years.
The speculation was dead on regarding today’s announcement of the new Google Phone, dubbed The Nexus One (iPhone Killer). Initially Nexus One will be sold via Google unlocked ($529.00) or through T-Mobile ($179.00 with 2 year contract), but it will be available to Verizon and Vodafone customers Spring 2010. Currently the unlocked phone will only recognize SIM cards from any mobile provider using the GSM standard and is incompatible with CDMS networks like Verizon and Sprint. Google is making the phone retail experience a separate entity, allowing mobile users to choose cell phone provider by SERVICE as opposed to supported handsets.
Unveiling the Nexus One Google Phone is an innovative way for Google to get more people on the Internet to give them access to Google services and show them ads. There is a small margin to make profit simply by selling these “superphones” to the public. Where Google hopes to monetize heavily is on advertising, and its recent acquisition of AdMob appears to have happened in quite a timely manner. With Google, there are no coincidences – I’m sure this recent chain of events has been in the Google/AdMob/Nexus One pipeline for quite some time.
Only time will tell how the Nexus One Google Phone will be received by the public, but one thing is for sure: Google’s mission is to bring their ads to everyone, everywhere. Are you advertising YOUR business with Google AdWords or are you still stuck in the 1990s? How will mobile advertising evolve? Will pay-per-click (PPC) advertising remain the dominant force in the mobile market that it has become on the PC? Will effective PPC Management remain the critical component of one’s advertising success that it is today or will a new more powerful form of mobile advertising emerge?