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App Annie has long offered an industry-learding 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 [3]  for an undisclosed mix of cash and stock. The result could be described as a juggernaut.
“We’re combining the two best technologies in the world,†CEO Bertrand Schmidt told me earlier this week. “In our analytics space we’re by far the biggest competitor, and in app usage data this 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 600,000 users by connecting to the various app store platforms as those apps, with their publishers’ permission. Mobidia, however, uses a widely downloaded app to get an inside view of usage data right on mobile devices, gaining insder 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 [4] [5]
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 [6] Â which query what other apps are running in the background and monitor network usage and data consumption.
Above: How Mobidia describes its own data product
Image Credit: John Koetsier
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 US,†Schmidt says. “At one point, we thought: Why not go even faster? We did this fundraising to give us the ability to this kind of acquisition, and it’s a very complementary technology.â€
Schmidt 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.
The other major benefit?
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.
App Annie is the industry standard for analytics and market data in the apps and digital content economy. The App Annie platform helps app business owners, marketers and investors understand both their own app business and app market t... read more » [7]
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Links
- ^ Join us for GrowthBeat Summit on June 1-2 in Boston (events.venturebeat.com)
- ^ Request your personal invitation here (www.surveygizmo.com)
- ^ Mobidia (www.mobidia.com)
- ^ mobile app analytics report (insight.venturebeat.com)
- ^ marketing tech sub scription (insight.venturebeat.com)
- ^ My Data Manager (www.mydatamanagerapp.com)
- ^ read more » (www.vbprofiles.com)
- ^ VBProfiles (www.vbprofiles.com)
- ^ Chime in here, and we’ll share the results (www.surveymonkey.com)
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