Upsight aims to capitalise on "eye-opening" merger - Mobile World Live

Upsight aims to capitalise on “eye-opening” merger

17 MAR 2014

Andy Yang, CEO of the newly-launched app marketing and analytics provider Upsight, claimed there are few companies that can offer the same breadth of services for app developers.

“This merger has been very eye-opening for many people in the industry. With the integration, we’re going to take it to the next level,” he told Mobile World Live.

The US-based company, formed through the merger of app promotion company PlayHaven and analytics player Kontagent, aims to provide one of the most comprehensive sets of marketing and analytics tools available to app developers, Yang explained.

The former CEO of PlayHaven outlined how Upsight has been able to integrate the SDK’s from the merged businesses to provide a platform delivering “enterprise grade analytics and app marketing tools”.

The development of a single SDK and dashboard required significant integration work, according to Upsight CTO (and former Kontagent CEO) Josh Williams.

He said one of the biggest challenges in integrating the various services was managing the huge data stacks possessed by both companies.

Upsight services 22,000 apps on 1.2 billion devices, and tracks more than 500 billion app events per month (a 26 per cent increase in just two months).

Williams added that the company is looking to “put more wood behind the arrow” by offering “more and more technology that helps businesses target advertising and messaging to users”.

Since the merger of PlayHaven and Kontagent in December, the combined number of monthly active users linked to their technology has risen by 62.5 per cent to more than 650 million — something Yang attributes to the interest in what the combined company will offer.

The Upsight platform is available on a freemium basis with analytics and unlimited data storage, unlimited in-app marketing, 250,000 push messages and user segmentation capabilities offered in the Free version.

The Core offering adds custom events and 500,000 push messages for $500 per month, while the Pro ($2,000 per month) and Enterprise (starting at $3,000) editions ramp up the capabilities and services further.

The marketing tools include engagement campaigns, virtual good promotions and the use of ads.

As well as the platform, Upsight has its own marketing and data experts to help customers define business goals and help create effective campaigns.

Current customers include Backflip Studios, EA Games and Glu.

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Tim Ferguson

Tim joined Mobile World Live in August 2011 and works across all channels, with a particular focus on apps. He came to the GSMA with five years of tech journalism experience, having started his career as a reporter... More

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