InMobi acquires UK-based app distribution & management company Metaflow Solutions

Bangalore and San Francisco-based mobile ad network InMobi has acquired Metaflow Solutions, a UK-based mobile app management and distribution solutions company, for an undisclosed amount.

Founded in 2006, Metaflow helps developers manage and deploy digital content to consumers. The company claims to offer submission tools to developers to publish apps to hundreds original equipment manufacturers and operator app stores. In addition, it has a cross platform, multi operator digital content management system, which offers several monetisation options to deploy free, freemium and ad-supported content.

Naveen Tewari, founder and CEO, InMobi said, “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.”

A couple of week’s back, InMobi had acquired MMTG Labs, Inc., a US-based startup. MMTG Labs was set up in 2010 and currently has two flagship products. One is AppBistro, an application marketplace for Facebook pages and places, and the other is AppGalleries, which enables developers to distribute their apps among users. Post-acquisition, the AppGalleries technology will be added to InMobi’s suite of products.

As a part of the development, the Metaflow Solutions team will relocate to the new InMobi London office. The team will be led by Piyush Shah, vice-president and GM of developer platforms and performance advertising at InMobi.

Shah said, “With the recent acquisition of MMTG Labs, we will augment our value proposition by offering highly compelling distribution, monetisation, and engagement solutions to app developers globally.”

Charles McLeod, CEO, Metaflow Solutions, said in a statement, “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.”

Couple of week’s back, InMobi had appointed Shrikant Latkar as vice-president, global marketing. He will be based at the company’s San Francisco office and lead all aspects of marketing besides aligning InMobi’s marketing strategy and brand positioning.

Last August, it had acquired US-based ad software developer Sprout. It did not disclose the deal size and other details.

InMobi caters to advertisers, publishers and developers globally, and is backed by investors including SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. Last year, it had struck the largest deal (till date) in the mobile Internet space in India with $200 million commitment from Japan’s Softbank Corp. The company has offices in India, the UK and the US, as well as in other global locations. It recently expanded its footprint in Asia, Europe and Australia.

(Edited by Prem Udayabhanu)