App Annie’s latest purchase to create most thorough insight into smartphone users yet

App Annie’s latest purchase to create most thorough insight into smartphone users yet
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


App Annie has today bought Mobidia in a deal it says will provide the most thorough insight into the two billion smartphone users worldwide yet.

The combination of App Annie’s mobile app intelligence platform and Mobidia’s mobile measurement expertise will allow for the expansion of App Annie’s Usage Intelligence data platform since it will now combine the industry’s two largest datasets into one. Initially launched as a closed beta release in January App Annie has also now announced the general availability of Usage Intelligence to the market. It means the company is now the only mobile usage provider to offer comprehensive data in 60 countries on both iOS and Android.

Usage Intelligence provides customers with a deep understanding of users – critical to informing each stage of the app lifecycle from product strategy to app performance optimisation to partnership decisions. Its openness also gives publishers greater insight into what competitors are doing as well as identifying investment opportunities and assessing advertising revenue potential.

“Today’s announcement is a huge testament to our mission of empowering the people changing the world through apps with the best data and intelligence products, as well as the market demand for better usage tracking,” said Bertrand Schmitt, CEO of App Annie. “Mobidia is a pioneer in the industry offering global mobile app usage data since 2012 ­­ and by joining App Annie, our clients will benefit from the most comprehensive and granular app usage dataset on the market.” 

Mobidia’s 30 strong team will remain based in their Vancouver headquarters, making them App Annie’s 12th global office. “App Annie shares our vision to help companies make more informed business decisions with the most comprehensive insight into the mobile app industry,” said Derek Spratt, CEO of Mobidia. 

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