App Annie buys Mobidia to combine app download and app usage analytics in 60 countries


App Annie has long offered an industry-leading app download analytics product. Today the company announced an acquisition that will combine those download and revenue numbers with actual app usage data.

App Annie has acquired Vancouver-based app usage firm Mobidia for an undisclosed mix of cash and stock. The result could be described as a juggernaut.

app-annie“We’re combining the two best technologies in the world,” App Annie CEO Bertrand Schmitt told me earlier this week. “In our analytics space we’re by far the biggest competitor, and in app usage data [Mobidia] was one of the biggest players … which puts us in a pretty strong position.”

App Annie’s existing product aggregates statistics on downloads, revenue, mobile user demographics, and more from over 700,000 apps by connecting to the various app store platforms, with the app publishers’ permission. Mobidia, however, uses a widely downloaded app to get an inside view of usage data right on mobile devices, gaining insider statistics on over 200,000 apps.

VB Insight’s mobile app analytics report
is available now for $499, or free with our marketing tech subscription

That usage data includes metrics such as number of users, time spent in the app, number of sessions, retention rates, data transmission levelts, and overall penetration of apps. Mobidia claims to be the biggest provider of that kind of data with the largest global sample of users, mostly through apps like My Data Manager that query what other apps are running in the background and monitor network usage and data consumption.

App Annie raised $55 million in a series D early this year, and it was precisely for moments like this.

“We’ve always had this idea to go into bigger scale and expand out of the U.S.,” Schmitt said. “At one point, we thought: Why not go even faster? We did this fundraising to give us the ability to do this kind of acquisition, and it’s a very complementary technology.”

Schmitt is very clear about where App Annie will compete and where it won’t, saying that the company does not do in-app analytics but instead focuses on aggregation. The new functionality from the acquisition has already been integrated into App Annie’s product and will be available today.

The result is that mobile publishers can get a very detailed and fine-grained look inside the download, revenue, usage, and retention rates of their key competitors. That helps in benchmarking your own performance, of course, in building competitive strategy and tactics, and in acquisition discussions.

App Annie had recently added Audience Intelligence to provide demographic information on mobile app users. This will add actual behavior data to the information that the company can sell.

In an increasingly international industry, App Annie will now be able to offer mobile data products based on information from 60 countries around the globe.

Mobidia is a 10-year-old company with 30 employees. It has only been selling mobile data for three years, however, suggesting a few pivots in its history. The company and its employees will be staying in Vancouver, and will become App Annie Vancouver.

0 Comment

Leave a Reply

Captcha image


  • 5300c769af79e

    Microsoft Open Sources Cognitive Toolkit

    The latest version, available now on GitHub via an open-source license, includes new functionality allowing developers use the Python or C++ programming languages.Aimed at everyone from small startups to major technology companies, Microsoft Cognitive Toolkit could power the next Skype Translator or Cortana digital assistant.
  • 5300c769af79e

    Download Apps For Free: Search results for theme

    ### $pecially designed for ZERO launcher, provide$ delicate app icons,wallpapers,folder and app drawer interface.## If you are rather a mobile enthu$ia$t, $urely you will recognize these elements from our latest theme and don't forget to share with your friends!
  • 5300c769af79e

    Live for the Week of August 14, 2015

    InformationWeek Live for the Week of August 14, 2015 Join us for a roundup of the top stories on InformationWeek.We'll be talking with the InformationWeek.
  • 5300c769af79e

    Which Video Streaming Service Is Best for You?

    But speedier Internet connections, an abundance of dedicated streaming video devices, and an explosion of mobile video has allowed services like Netflix and Amazon to bulk up streaming libraries, invest millions in original content, and give traditional pay TV providers a run for their money.And for those with more circumscribed taste, such as Anglophiles, there's Acorn TV, available for $4.