1. Who has the upper hand in the battle for mobile ad revenues: Apple or Google? Why?

2. What are the risks to mobile device users from mobile ad strategies being pursued by companies such as Apple and Google?

3. What benefits do mobile ad strategies have for users?

REFERENCE

AutoSave (O Off ) H 1 ) Practice 1 - Chapter 11 - Questions and Study Case - EBusiness - Word 9 Search narinder handa X File Home Insert Draw Design Layout References Mailings Review View Help Acrobat Picture Format Share Comments Calibri 10 AaBbCcDc AaBbCcDdl AaBbCcDc Paste LA BIU~ ab X X A 1 Normal Body Text 1 No Spac... - Editing Create and Share Request Dictate Sensitivity Editor Reuse A L Av Aa A A Adobe PDF Signatures Files Clipboard Font IS Paragraph Styles IS Adobe Acrobat Voice Sensitivity Editor Reuse Files Ebusiness in Global Perspective Apple Fine-Tunes Mobile Ads Apple is preparing for a showdown with Google. Both com- revenue make it the giant that it is today, they still represent panies see the advertising potential of mobile devices that its main source fo revenue. gave hitherto been free of the online advertising fever than With its iTunes, iBooks, and App Store websites, Apple O has swept the rest of the internet. Now, as smartphones has access to information on the habits of 150 million and tablets with web-browsing capabilities paralleling those users. It can study what books, music, videos, TV shows, of laptop and desktop computers are becoming ubiquitous, and software apps have been downloaded and track mobile devices are becoming an attractive new territory users' various related activities, behaviours, and locations. for running ads. In mid-2010, Apple started placing ads in Combined, these factors enable Apple to create user pro- iphone applications for the first time. Google is not willing files and then send promotional messages to their mobile to give up this advertising territory. Not only did advertising devices and integrate such messages into apps created for > O O the mobile devices. More than 5 billion apps have been Questions downloaded already. Google is rolling out its own mobile ad strategy for the 1. Who has the upper hand in the battle for mobile ad Android mobile operating system platform. It purchased revenues: Apple or Google? Why? the mobile ad network AdMob and has access to a wealth 2. What are the risks to mobile device users from mobile of information on how people use web search, email, and ad strategies being pursued by companies such as software on the Android platform. Apple and Google? 3. What benefits do mobile ad strategies have for users? Apple www.apple.com Source: A. Satariano, "Apple Studies Downloads to Fine-Tune Mobile Google Ads," Globe and Mail, July 7, 2010, B8, www.businessweek.comews/ www.google.com 2010-07-06/apple-studies-user-downloads-to-fine-tune-mobile-ads.html. Page 3 of 3 497 words X English (United States) [ Focus + 100% 11:53 AM Type here to search O w P ?) 11.C 6 0 4X ENG 2021-11-10 FE