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Intel jumps on WiFi Direct advertising bandwagon

Adverts on ad-hoc networks
Mon Feb 06 2012, 15:04

CHIPMAKER Intel will add in-video advertising technology into its software development products.

According to Artivision Technologies it has inked a deal with Intel that will see the chipmaker include Artivision's in-video advertising technology in its software development kit (SDK) for WiFi Direct. The wireless standard allows supporting devices to create ad-hoc networks between them, avoiding base-stations altogether.

So far Samsung's Galaxy Nexus is the only Android smartphone to support this technology, but given Intel's ambition to get into the smartphone market it is no surprise that it wants to look at advertising technology. By incorporating new ways of feeding adverts to users, Intel might try to sell the value of developing Android applications using its SDK that could give future Intel based Android devices a unique selling point for developers.

Artivision said in a stock exchange filing, "A definitive agreement is expected to be entered into between Artimedia and Intel once the first working SDK with Artimedia's [a subsiduary of Artivision] front-end and back-end technology is deployed on a demo mobile device." The firm added that Intel might invest in the company after an agreement is signed.

Intel showed off its Medfield processor at CES and while the firm is practically nowhere in the smartphone and tablet market, it has a boat load of intellectual property, a marketing budget larger than the GDPs of some third-world nations and one of the best developer relations programmes going. And both Apple and Google know that advertising is what developers rely on to pay the bills, so this could be a shrewd move by Intel to control it in the WiFi Direct standard before others. µ


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