InMobi buys Metaflow Solutions | Brands | Mobile Entertainment

InMobi buys Metaflow Solutions

InMobi buys Metaflow Solutions
Tim Green


Brands / July 31st 2012 at 10:49AM

Snaps up UK app distribution specialist to get even closer to the global developer community.

UK-based Metaflow has been around quite a while, originally building intelligent tools that helped publishers submit apps and games in the right format to multiple operator stores.

Naturally, its business evolved after Apple and Google came in to transform the content distribution space.

Metaflow tweaked its business but still says it provides the fastest and lowest cost channels for publishing apps to hundreds of independent, OEM and operator app stores.

So this makes for an intriguing purchase by the rampant indie advertising network InMobi.

The ad firm opened a $200m credit line with Softbank last year, but has been acquiring for even longer than that.

InMobi clearly wants to deepen its ties with the global developer community beyond merely serving ads inside their apps.

Last year, for example, it launched a payments tools called SmartPay giving developers the option to let InMobi handle all billing integration (operator billing credit cards, PayPal, and local mobile wallets) in return for a small rev share.

And in the last month, it acquired MMTG Labs, whose tools help developers with search, discovery and monetisation.

Naveen Tewari, CEO at InMobi, said: "InMobi is committed to growing the mobile ecosystem. Our acquisition of Metaflow Solutions will help us to continue to rapidly expand the distribution and monetisation of content for our developers and publisher partners."

Charles Mcleod, CEO of Metaflow, added: “At Metaflow, our mission has been to simplify and unify the complex process surrounding content management and deployment of apps to a distributed and highly fragmented marketplace. The global reach and technology backbone provided by InMobi is hugely exciting for us.

"InMobi provides app developers with even greater opportunities to acquire millions of users and monetise their exciting apps."

The Metaflow team will re-locate to London and become part of InMobi's developer oriented efforts, led by Piyush Shah, VP and GM of developer platforms and performance advertising at InMobi.