Android to be No. 2 or better app platform: TheStreet.com exec

By Giselle Tsirulnik

November 10, 2009

TheStreet.com is expanding its mobile presence

TheStreet.com has launched an application for Google's Android phones, recognizing that the Android platform is where its audience is going.

The application is free and will be ad supported. It was developed by Polar Mobile.

“We launched the application because the Android platform is going to be the No. 2 or better format in the next few years and that is where our audience is going,” said Bill McCandless, general manager of multimedia and mobile at TheStreet.com, New York.

TheStreet.com is a leading digital financial media company.

The company’s network includes the following properties: TheStreet.com, RealMoney.com, Stockpickr.com, BankingMyWay.com, MainStreet.com, Rate-Watch.com and Promotions.com.

TheStreet.com's Android app

TheStreet.com is already a Webby Award Honoree on RIM's BlackBerry. With all of the buzz around the Android, it was the obvious next move for TheStreet.com.

The company used mobile banner ads to drive download of the BlackBerry and iPhone applications and plans to do the same with the android application.

With big players like Motorola, Verizon, Samsung and LG taking a significant bet on the Android platform, it is essential for Polar to extend its Smart Platform to support Android devices for customers.

The Android application features push-delivered market data, a customized stock portfolio and, articles and commentary from Mad Money's Jim Cramer.

With a presence on Android, BlackBerry and iPhone, The Street.com claims it is one of the strongest cross-platform financial applications in the market today.

Because the application is still in a soft launch, TheStreet.com would not reveal who the launch sponsor is. However the company says that the application is capable of running banner ads.

“The application for Android has some of the same branding as our site,” Mr. McCandless said. “We are offering advertisers mobile banner ad spots and will be looking into more rich media in the future.

“Our aim is to bring relevant content to the user,” he said. “The applications’ branding matches the site’s branding.

Mr. McCandless said that although TheStreet.com did some banner advertising for its two other applications, its most powerful marketing tool is viral spread.

“People use the application and then talk to their friends about it,” Mr. McCandless said. “We promote it on our site as well."