Facebook’s mobile conquest continues and usage insights are about to hit 1 billion people
The Israeli based mobile ‘Acquisition Insights’ startup known as Onavo has just announced their own acquisition by none other than Facebook itself. Onavo declined comment as to details of the purchase but the Hebrew news site Calcalist sighted unknown sources that put the purchase price within the $150-200M range. Onavo did however relate that their offices in Ramat Gan, Israel will remain open and will function as Facebook’s first foothold on Startup Nation’s holy soil.
1 billion insights
Lately the social networking king has been gobbling up mobile startups like Joey Chestnut at a Nathan’s Hotdog stand. Their latest acquisition before Onavo was London based mobile software verification and analysis company Monoidics, who entered into a purcoin hase agreement with Facebook this past July. In April before that it was San Fran based mobile app back-end developer Parse, and in the same month came along the team from Spaceport, developers of a cross platform gaming framework .
And now Onavo. Founded in 2010 by Guy Rosen and Roi Tiger, Onavo first set out to help users better understand and better get a hold of their app usage and data plan finances. In 2011 they released Onavo Count to be used in conjunction with Onavo Extend for this very purpose, saving users upwards of 500% on their power and data plans. Onavo then went on to release Count 2.0, segmenting third party app data into telling categories of behavioral usage patterns like calendar apps, music, movies, fitness, etc. Finally came Onavo’s Acquisition Insights, which takes all the data accumulated from a deep market penetration of their free apps and uses it to generate paid for competitive insights for businesses to look into the competition’s strategy and methodology.
Onavo had close to 40 employees at the time of the purchase and $13M in investment. On their blog they expressed excitement to join Facebook’s co-spearheaded initiative of Internet.org, which looks to make the Internet available to the 5 billion or so people around the world who are not yet wired. I imagine many of these people would prefer food and security but Internet would be cool too. OK, maybe that was a bit cynical. Obviously the idea is that connected people are generally less wanting. Whatever the case, Onavo is definitely more connected than ever now and their insights, for better or worse, are about to be applied to a user base 1 billion strong.