New York-based rhinofx is game for business as evidenced by its ongoing endeavors for ATI’s video game cards, the latest effort being the fourth installment of a webisodic mini-series launched in 2004 to showcase the client’s product features and graphic technology.
The mini-series spawned Ruby, now the global branding icon of ATI (a company which was purchased by AMD in ’06). In the newest two-minute webisode, once again directed and written by rhinofx’s Harry Dorrington, Ruby is involved in a high-action snowboard chase, demonstrating the power and flexibility of ATI’s 3D gaming accelerators.
Ruby has gained fans outside the Internet as well. Over the past few years, ATI merchandised Ruby dolls for Europe, Asia and the United States, t-shirts, hats, screen savers calendars and wallpaper. ATI also sponsors “Miss Ruby” contests, where women compete to be Ruby at international videogame conventions. And real women, dressed as Ruby. have even popped up on YouTube singing the song, “Don’t You Wish Your Girlfriend Was Hot Like Me?”
You have to wonder, since Ruby was designed in the form of a video game, might her next role be starring in her own game someday?
Rick Wagonheim, partner/managing director at rhinofx, admits that other ways to take Ruby from a brand to a piece of entertainment are being explored. He notes that Ruby could work on multiple platforms such as mobile media, video games and movies. “ATI is no longer looking at us as just a vendor–but as a strategic creative partner in the continued effort to brand Ruby and expose her around the world,” he says.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More