Nokia Buys In-App Analytics Provider Motally


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



Unfortunately, I suspect little Motally will go the same way as enpocket did three years ago – lost within the bowels of the giant.

Ed McLaughlin

Nokia’s acquisition makes perfect sense. Device makers need to prove why developers and publishers should use their devices – and the only way to do that is with a good analytics package.

Shouldn’t other device manufacturers do the same thing? If mobile is about connecting more deeply with consumers, wouldn’t you want the tools to ensure that you’re actually doing just that?

Seems to me that we need less mobile hype and a lot more proof. And Nokia took a big step in this direction. Smart move.

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