Nokia Buys Analytics App-Maker Motally

Flush with numerous smartphone services that it offers consumers who own its devices, Nokia will soon be better able to serve mobile marketers too. Today the Finnish mobile phone giant said it will purchase Motally, whose mobile analytics service offers in-application tracking and reporting and helps app-creators better develop their products according to the way users engage.

We’ve written about Motally, based in San Francisco, several times this year. Its import APIs allows for the uploading of bulk data directly to Motally for processing, making it especially useful for platform providers who want to send large quantities of data for analysis on behalf of their user base. Its two-way mobile app communications allow developers to make changes in real-time without having to resubmit their app to app stores and go through the strenuous process of re-approval. In short, Motally makes it possible for marketers to create the most effective mobile campaigns possible–and then measure their success.

Nokia, meanwhile, has long believed in integrating services and apps with hardware. Back in 2000 it had created Club Nokia, a Web portal allowing phone owners to download ringtones, to the disconcertion of mobile operators who wanted to offer such services–and reap revenues therein–themselves. But the walled garden failed, since consumers hated having fake Internet access mostly focused on things to buy from the carrier. Thus since 2007 Nokia has integrated its devices with Ovi, a service network offering music, maps, and apps, among other things. Nokia as well as the iPhone–introduced the same year as Ovi–helped to build the current business model of hardware, apps, and full Internet access to best leverage the tw

Nokia’s acquisition of Motally, expected to be completed by the third quarter of this year, puts the phone-making behemoth at a great advantage. “The acquisition underpins Nokia’s drive to deliver in-application and mobile web browsing analytics to Ovi’s growing, global eco-system of developers and publishers, enabling partners to better connect with their customers and optimize and monetize their offering,” said Marco Argenti, Vice President, Media, Nokia. I’m sure the company will maintain Motally’s OS-agnosticism, but its control over such mobile analytics technology will help the Symbian operating system maintain its global No. 1 position–and make its Ovi network more desirable for ROI-hungry marketers.