As you have highlighted, Shalabh: Content, Utility and Platform! Although I've seen the Admob version of such offerings [hence the Google buy, I believe], it remains to be seen whether they can pinch ahead on the platform front. As much as I love Android, it is so fractionalised.

What Apple is offering is pretty much an 'ad app within an app'. But it would most probably be the most seamless and 'less-irritating' brand push experience you can find around. Not to mention the wealth of brand-related content and utility that will bring users back again. I personally feel that is the ideal approach for brands on the mobile platform. 'Do not be an irritant'. The mobile device is possibly the most intimate touchy-feely moment a man can have with an electronic gadget. Unless it's an MRI machine or a shaver.

Last note: Die SMS ads. The most disruptive and interruptive form of advertising I can think of (but it is high worth industry apparently).

As you have highlighted, Shalabh: Content, Utility and Platform! Although I've seen the Admob version of such offerings [hence the Google buy, I believe], it remains to be seen whether they can pinch ahead on the platform front. As much as I love Android, it is so fractionalised.

What Apple is offering is pretty much an 'ad app within an app'. But it would most probably be the most seamless and 'less-irritating' brand push experience you can find around. Not to mention the wealth of brand-related content and utility that will bring users back again. I personally feel that is the ideal approach for brands on the mobile platform. 'Do not be an irritant'. The mobile device is possibly the most intimate touchy-feely moment a man can have with an electronic gadget. Unless it's an MRI machine or a shaver.

Last note: Die SMS ads. The most disruptive and interruptive form of advertising I can think of (but it is high worth industry apparently).