Re/code reports that Yahoo is preparing to acquire Flurry. Best known as a mobile analytics and ad platform company, Flurry is expected to be acquired by Yahoo for at least $300 million. Here’s what you need to know.
1. Flurry Provides Mobile Analytics
The official Flurry video above outlines some of the company’s services.
Flurry is a mobile analytics and ad platform company. CNET reports that Flurry recently helped Chinese company Xiaomi (makers of “high-end but lower-priced” smartphones) discover who their core user base was. Flurry was also featured in a recent Entrepreneur article about Flipboard, which revealed some interesting facts about the app industry:
“News, Media and Entertainment is the third most popular app category across iOS and Android devices nationwide, trailing only gaming and social media, according to Simon Khalaf, president and CEO of San Francisco-based mobile app analytics and advertising firm Flurry.
The average U.S. consumer spends two hours and 19 minutes each day accessing mobile applications, up 9.5 percent year over year, Flurry reports; usage of news and magazine apps alone surged 31 percent in 2013.
“We see usage of news apps throughout the day,” Khalaf adds. “Some news apps are accessed on an hourly basis.” No less significant, news apps enjoy a longer life cycle than any other mobile category, Flurry reports.”
2. Flurry’s Purchase Price Is Expected to Top $300 Million
TechCrunch reports that Yahoo could pay “anywhere between $300 million and $1 billion” to buy Flurry. TechCrunch reports that, in an earlier report, a source said the company could be valued at $700 million or $800 million.
The same TechCrunch cites a post on Secret, which has since been removed. The post read as follows:
“The price will be low if it’s value[d] as an ad tech company, high if it’s valued based on the analytics SDK footprint. Marisa [sic] likes to overpay for things.”
Since the post came from Secret, it is impossible to know how close the source is to Yahoo, or how reliable that intel might be.
The possible $300 million sale price seems like a lot now, but Valley Wag points out that Flurry isn’t as strong as it once was. The Wag points out that Flurry took on $10 million in debt. Just two years ago, the company was thinking about going public. Valley Wag adds that the rumored $300 sale price is quite low in light of the fact that venture capitalists have invested $73.3 million into Flurry since 2007.
3. Flurry Monitors 150 Billion App Sessions Per Month
The video above features Flurry’s Simon Khalaf.
According to Flurry’s website, Flurry currently works with 170,000 app developers. Flurry monitors 150 billion app sessions per month for analytics purposes. Flurry states on their site that the app economy as a whole is a $100+ billion industry.
Flurry’s main offices are located in San Francisco, with additional offices in New York, London, Chicago, and Mumbai. The company has worked with the BBC, American Idol, and Zynga, among others.
4. Flurry Just Launched a Video Ad Solution
Learn more about the deal between Yahoo and Flurry in the video above.
Flurry was recently in the news after launching a video advertising solution. Launched this past May, Flurry Video allows app developers to monetize the use of video ads within their app.
Flurry reports that in a case study, the app Pocket Gems saw a “5X lift in revenue” while beta-testing Flurry Video.
5. Yahoo Is a ‘Mobile First Company’
The acquisition of Flurry by Yahoo makes sense, as Yahoo CEO Marissa Mayer has gone on record that Yahoo is a “mobile first company.” For that reason, a lot of rumors have been flying about Yahoo’s plans to acquire other mobile companies. A recent post on Secret suggested that Yahoo might acquire Zynga for $3.5 billion.