Nokia (NYSE: NOK) is in the process of buying Motally, a company that offers in-app and mobile browsing analytics. Terms of the deal were not disclosed. Although Nokia has largely been left behind in the smartphone race by Apple (NSDQ: AAPL) and Google (NSDQ: GOOG), the company is trying to catch up. As it does, it will need to show that apps on its phone can be tracked for marketers.
The San Francisco, C.A.-based mobile analytics company raised a $1 million first round in June 2009 from BlueRun Ventures and by Ron Conway. Considering that amount, plus the fact that Motally employs only eight people, it’s safe to assume that Nokia didn’t pay a lot for this one.
Interestingly, Motally notes on its website that its tracking tools work across the iPad and iPhone, as well as BlackBerry and Google’s Android systems — but not Nokia’s. The Finnish company says it will adapt Motally’s service for Qt, Symbian, Meego and Java developers, and it will continue serving Motally’s existing customer base.
In a lot of ways, Nokia was ahead of the time, having acquired mobile ad firm Enpocket in October 2007, or roughly three years before Google and Apple jumped into the space. In the meantime, Nokia partially shelved its mobile advertising plans when the market took much longer to take off than it originally thought.
The acquisition comes a few weeks after the Nokia X3, a retro variation of the company’s old-school signature candybar-style device with a touchscreen, was unveiled. The phone was heralded as