Facebook has bought app Onavo, which lets users compress mobile data so they do not reach their monthly cap as quickly, as the social network looks to further boost its mobile engagement for advertisers. Facebook reportedly paid more than $150m for the start-up, and the announcement was made announcement Monday morning via the Onavo blog. […]
Facebook has bought app Onavo, which lets users compress mobile data so they do not reach their monthly cap as quickly, as the social network looks to further boost its mobile engagement for advertisers.
Facebook reportedly paid more than $150m for the start-up, and the announcement was made announcement Monday morning via the Onavo blog.
Israel-based Onavo helps users extend the value of their existing data plan by compressing all downloaded data over 3G/EDGE/LTE, including images and texts. The app claims to stretch users’ existing data plan by up to five times.
The app provides users with reports that break down their data usage by apps and mobile data activities so they can keep track of how they have been spending their monthly data allowance.
Users can also control the balance between image quality and savings.
Onavo Extend does not currently compress streaming media or VoIP apps such as YouTube or Skype. However, it is working on offering this service as well.
Optimizing data use is important as mobile users spend more time on their devices engaging in a variety of data-hogging activities, such as streaming video, playing games and engaging with apps.
While Facebook has a very strong mobile user base, the social network has struggled to monetize these users via advertising. Facebook has made significant gains in mobile advertising so far this year, but is still overshadowed by Google.
Additionally, while Twitter has a much smaller mobile user base, some consider it the stronger platform for mobile advertising because it originated on mobile and engagements typically happen in real-time.
