Tag: online advertising

An FTC and Google agreement opens up mobile industry market

Google mobile industryInternet giant Google has settled with the FTC (Federal Trade Commission) in regards to its antitrust lawsuit that allows smaller players in the mobile industry access to mobile patents. The move is said to lower the amount of suits related to patent holders.

Google’s hold on patents

Philip Solis, of ABI Research in Oyster Bay, NY, stated that concerns have been raised about Google buying ‘standard essential patents’ from Motorola, essentially giving Google the ability to greatly suppress smaller competition. This settlement states what Google has said all along – that they would not use the patents in such a manner.

“It could start a trend around standard essential patents not being used for offensive purposes,” Solis said. “That is a good thing because it means potentially less litigation.” He goes on to say that bigger companies are not effected by having to work around patents in the mobile industry, but smaller companies lack the resources to do so.

What it means for competitors

Smart phones, gaming consoles, tablets, and even online search advertising are all affected in this settlement. Google will allow competition to license patents on what are called critical standardized technologies for all of the above. When Google acquired Motorola Mobility, it gained hundreds of different patents. Many of these are for most basic functions like device internet connectivity.

Google agrees to allow use of standard patents and thus the number of patent-related lawsuits should drop. FTC Chairman Jon Leibowitz said in a statement that Google has made a step that allows consumers to enjoy the benefits of competition in the online marketplace as well through the gadgets that they buy.

“This doesn’t remove the patents issue in general,” Solis said. Overall, he believes that this agreement opens up markets in both advertising and the mobile device market. Google has agreed not to use patents to delay other companies from releasing new products in a timely manner. It is not perfect, however.

Online Advertising

Google is known as an online giant in search and also in search related advertising. As part of this agreement, Google will give those that advertise online more flexibility to use their program as well as the advertising programs of their competitors. The company also promises that any site can remain excluded from Google vertical search results while still remaining visible under their standard search.

Google acquires Incentive Targeting


Google announces acquisition of retail coupon firm

Google has announced that iIncentive Targeting Acquired by Googlet has acquired retail coupon firm Incentive Targeting. The massive technology company has been showing increasing interest in mobile commerce and marketing recently, hoping to engage a new generation of consumers that have become highly reliant on mobile devices. According to Mike Dudas, a member of Google’s mobile commerce division, the acquisition of Incentive Targeting will help Google focus on coupon marketing campaigns that will be directed at very specific demographics.

Incentive Targeting boasts of advanced sales analysis system

Incentive Targeting was founded in 2007 and has partnered with several retail chains to develop highly targeted marketing campaigns. Earlier this year, the company was granted a patent by the U.S. Patent and Trademark Office for “a computer-implemented method and system for conducting a search of electronically stored information.” This system enables advertisers to analyze sales information and use this information to develop highly specialized coupon campaigns.

Google shows interest in coupons for advertising

This system is likely what caught Google’s eye in the first place. The company has made major strides in the field of online advertising, especially through engaging mobile consumers. These consumers have proven especially responsive to participating in mobile marketing campaigns that provide them with some sort of special offer, such as digital coupons. Though Incentive Targeting’s system is often used for physical marketing campaigns, it can also be tuned to be used for online business, something that Google has shown interest in doing in the past.

Mobile marketing continues to be a major focus of Google

Mobile marketing is becoming an ideal way to engage the growing audience of mobile consumers. More people have access to mobile devices now than they ever have, creating an opportunity for advertisers to establish a constant connection with these consumers. If Google can leverage the technology developed by Incentive Targeting to engage these people, it may be able to see a major uptick in its mobile marketing and online advertising business.