FTC has already approved Google’s acquisition of AdMob. Google succeeded in acquiring AdMob only after a fierce battle against Apple in aggressive bidding. On the other hand, Apple has introduced its new iAd mobile ad platform. Thus, a battle between Google and Apple in the mobile ads market has already begun. The winner of this battle will depend on the profit sharing of their ads.
After rigorous investigation, FTC concluded that Google’s acquisition of AdMob, a major mobile ad company, will not create a monopoly in the mobile ads market. So the acquisition is approved. Apple’s introduction of the iAd platform will definitely help Google in acquiring AdMob because iAd is a major factor in preventing a monopoly in the mobile ads market. Now, the two major ads platform are already to have a new battle in the new generation of mobile ads market.
The Google empire has a variety of online services. Apparently, the focus of Google is on its Google search engine. The factor that propels the Google search engine and brings tons of funds and profits for Google is Google’s enormous advertisement services. Google’s domination in advertisement explains why Google is willing to put out big money to acquire AdMob. If Apple is a rookie in the mobile ads market, Google’s acquisition will most likely not be approved by the FTC. However, Google’s acquisition does not complete overwhelm Apple. Apple immediately acquire AdMob’s competitor, Quattro, a smaller but competent ads company. On the basis of Quattro, Apple is already to introduce its brand new iAd mobile ads platform.
Today, the mobile ads market is growing at an amazing speed. This new area is changing daily and hourly. Everyday there are more and more people who are able to see the advantages of mobile ads. Advertisers begin to see mobile ads as an indispensable part of their business, instead of an experimental part.
Google in its new mobile ads will allow advertisers to add ads number into the ads document, allowing users to directly dial advertisers’ numbers after clicking their ads. Thus, users no longer have to memorize number from the online ads to dial number of the advertisers. This new tool will be very convenient and profitable. Most importantly, it allows much more interactions between users and advertisers.
The battle in the mobile ads market between Google and Apple is merely the tip of the iceberg of the all around battle between Google and Apple. The two companies used to be allies in resisting Microsoft’s monopoly. Today, with iPhone and Android competing fiercely, the mobile ads platform will be the next battle ground.
Works Consulted: Kelleher, Kevin “Where Google Can Beat Apple: Mobile Advertising” DailyFinance http://www.dailyfinance.com/story/company-news/google-apple-mobile-advertising/19475893/