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Web2Mobile Movers and Shakers-Quattro Wireless

In May Quattro Wireless launched its technology platform that automatically creates adaptive mobile websites for premier publishers with tightly integrated, mobile optimized advertising formats for major advertisers.

The Quattro Wireless platform is the first stage in the company's plan to establish the premier advertising marketplace for the mobile Web, while offering the tools required to easily translate any existing wired website into a dynamic, mobile website.

Formed in late 2006 and based in Waltham, Massachusetts, Quattro Wireless is led by co-founders Andrew Miller and Eswar Priyadarshan, who serve as Quattro Wireless' CEO and CTO, respectively. Both are former members of the leadership team for mobile media management company m-Qube, and led that organization through its successful acquisition by VeriSign in 2006.

The Quattro Wireless mobile web network delivers a next-generation framework for easily and quickly launching adaptive, mobile-optimized websites that are tightly integrated to a network of high-quality advertisers. In addition to enabling the world's most important brands to quickly bring best-in-class mobile web portals to the market, Quattro also links these publishers with targeted advertisers looking to reach the rapidly growing mobile audience.

Quattro’s technology platform is designed to enable publishers and advertisers of all shapes and sizes to leverage the unique characteristics, strengths and constraints of mobile devices, mobile user experience and mobile content.

Mobile content should not be treated as a static adjunct to the rest of a publishers’ dynamic Web presence, instead, it can and should extend the publishers brand presence into the mobile environment. Quattro’s Virtual Browser data connecting and proprietary real-time transcoding technology allows the publisher's existing Web site to serve as a dynamic data source for the mobile site.

Quattro’s server-side Widget architecture further enables publishers to integrate mobile-specific features and content objects into the overall user experience. The net result is a mobile web site that is a rich mix of existing Web feeds, content dynamically pulled from publisher pages plus mobile-only features and capabilities.

The Quattro platform then transcodes and delivers the resultant mix into the best possible rendition for the form factor, format support and browser behavior of hundreds of mobile devices around the world.

The process and tools required to create a rich, dynamic and integrated mobile experience should not require a dedicated mobile development and editorial team. Further, the challenges inherent in supporting hundreds of devices should not constrain publishers into a lowest common denominator look and feel.

The Web-based Quattro publishing tools enable a non-mobile savvy publisher or web site developer to create a portal launched specifically for mobile that truly reflects a publisher's brand with adaptive rich-media mobile content that is optimized for the individual device-rather than a least common denominator template or a stripped-down, text-only rendering.

Mobile is not an experimental, "revenue-some-years-down-the-road" environment. Existing large and mid-sized mobile publishers are experiencing hundreds of millions of page impressions with advertising click-through rates that rival the best of what the” rest of the Web” has to offer.

The Quattro advertising platform provides publishers access to a network of high-quality advertisers with inventory created specifically and targeted for their mobile site. The platform is optimized for advertising and revenue-generation through built-in ad serving and rotation, support for CPM, CPC and CPA models, and robust reporting and analytics.

The Publishing, Ad Serving and Content Delivery capabilities within the Quattro platform are integrated with a strong mobile data and analytics capability that enables both Publishers and Advertisers to fully capitalize on the unique targeting capabilities present within the mobile environment.

For Publishers, device targeting enables the creation of sites and pages that take full advantage of device capabilities from screen size to supported media types such as video.

For Advertisers, targeting manifests itself across the board, from the ability to target specific sites to the ability to target specific classes of devices (e.g. all Java devices) eventually to the ability to target specific classes of mobile users, based on Quattro’s unique ability to cluster like-users based on behavior over time.

Quattro Wireless will announce full details on the programs and solutions that will create the most comprehensive marketplace for publishers, advertisers and wireless operators to purchase and share advertising inventory, manage and analyze campaigns, and build, launch and manage dynamic, branded Web portals optimized for mobile.



The Mobi Blog for Emerging Mobile News 2007