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May 6, 2015

App Annie buys Mobidia

Consumer mobile behaviour trackers pair up


App Annie, a mobile app intelligence platform will buy Mobidia, a mobile measurement company.

Financial terms of the deal were not disclosed.

The provider also put its Usage Intelligence update to general availability, following its initial closed beta release in January. It will provide data in 60 countries on iOS and Android.

Bertrand Schmitt, CEO of App Annie, said: "Mobidia is a pioneer in the industry ¬¬ offering global mobile app usage data since 2012 ¬¬ and by joining App Annie, our clients will benefit from the most comprehensive and granular app usage dataset on the market."

Mobidia’s expansive global footprint delivers usage data and insights on hundreds of thousands of apps, making the company a natural complement to App Annie’s Usage Intelligence solution the company said in a statement.

Mobidia and App Annie now claim the industry’s two largest datasets will combine into Usage Intelligence, growing the company’s repository of current and historical data across millions of users.

App publishers have always maintained visibility into user metrics for their own apps, the competitive landscape has been a "black box" the firm said.

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Mobidia’s team of 30 joins App Annie. Mobidia’s Vancouver headquarters will also become App Annie’s 12th global office, App Annie Canada.

"App Annie shares our vision to help companies make more informed business decisions with the most comprehensive insight into the mobile app industry," said Derek Spratt, CEO of Mobidia.

Privately held App Annie closed a $55m funding round in January.

"It’s hard to understate the importance to brands, publishers, and developers of fine-grain visibility into the way users are engaging with their apps as well as those of their competitors across key global markets," said John Jackson, Research VP for Mobility at IDC.

"Usage data helps us understand what customers value most," said Javier Arizalet Tejero, Global Pricing Director, Telefonica. "It let us understand how they deal with the different apps and the way they do it based on the networks they use. Our business is not only about selling gigas. It’s also about maximising the customer engagement in terms of how they use that data. Mobidia is a very useful tool in understanding both, so that´s why it´s a key partner for Telefonica."

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