InMobi Raises $100mn Debt From Tennenbaum Capital

InMobi has raised $100 million in debt from US-based Tennenbaum Capital Partners. InMobi will use $40 million of the amount to pay off the debt raised last year from Hercules Technology Growth Capital.

Earlier, the company had raised debts from Hercules Technology Growth Capital and Tennenbaum but the startup is now losing interest of VCs and investors as the company has been raising debts which clearly is not reflecting a positive growth for the company.

Recently, InMobi had launched Miip a user centric discovery led commerce platform. [Source]

Paytm Launches An App Store (Powered By Inmobi)

Paytm has launched an app store, powered by InMobi.The app store is part of Paytm/InMobi partnership and is primarily focused on getting a pie of the app download dollars being spent by the well funded startups.


Will It Fly?

As of now, Paytm’s app store (available only in the Paytm app) is only focused on free apps and it seems monetization is driven by CPD model.

The key question that Paytm needs to answer is whether they have the necessary engagement/ attention from its userbase (the way Facebook has) to charge a premium for the downloads ?

If not, then is this another cool thing for the company to experiment with?

What’s your take? As a startup/app developer – would you consider using Paytm to drive downloads (unless it comes with a cashback offer 🙂 )?

Paytm Sellers Can Now Market Products On InMobi’s Miip Platform

Mobile payments and commerce startup Paytm has entered a multi-level partnership with InMobi which will enable merchants on its platform to market products on the latter company’s digital commerce platform.

Sellers on Paytm will now have access to InMobi’s 120 million mobile Internet users through its Miip d-commerce platform. Further, Paytm’s digital wallet will also power the Buy button on the Miip platform.

The third part of the partnership is a Paytm digital store which will be powered by InMobi. The Miip platform has thousands of apps and games, an alternative to Google’s Play Store, which will now be accessible via the Paytm app.

The move will allow Paytm to grow its appeal among sellers who’ll have access to a wide consumer base, while InMobi will gain a popular platform to push digital goods and will gain a solid payments platform.

InMobi’s Naveen Tewari recently joined Paytm’s advisory board.

InMobi Is Reimagining Ads; Launches Miip, A Discovery Platform

InMobi has launched Miip, a discovery platform that transforms advertising into moments of discovery for users.

Miip creates discovery zones for consumers within their favorite apps and presents a curated collection of product feeds, apps and related content with stunning visuals. Personified through a mascot of the same name, Miip humanizes the discovery experience through a series of engaging and dynamic conversations. Miip learns and refines its recommendations over time through reactions and emotions expressed by the consumer within the discovery zone.


Unlike traditional push-based advertising, Miip will capture a consumer’s attention through stories stitched together based on a strong unifying theme. For instance, a user who likes rock music will see an intelligently crafted story with curated recommendations across relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections, all within one discovery zone.

Miip extracts content from other existing apps and makes them accessible within the discovery zone. Consumers can also ‘Buy’ products within the discovery zone, through secure payments enabled by Stripe, the partner powering payments for Miip.

Miip is currently in private beta with several partners including Spotify, MachineZone, JustFab, TheRealReal, Joyus, Rhymeo and Vidzy.

Question to Inmobi: So does this mean that Inmobi is largely targeting *product* advertisers? And not the ones who are selling services (like banking / insurance) or are into brand advertising ?

InMobi’s Reach Extends To 1bn Unique Mobile Devices In Q4 2014

Mobile ad platform InMobi has announced that it reached over one billion unique mobile devices on its network in Q4 2014.
Out of those, the company said 43% came from markets in North America and Western Europe, Asia Pacific accounted for 38%, while Latin America made up a further 10%.
The company added that a typical consumer on average has six or more interactions with its network through an app of mobile site on any given day.

Key Stats:

  • Global reach of over 1 billion active unique mobile devices
  • Leading app categories consumed by devices – Entertainment (36%), Games (27%), News & Lifestyle (24%) and Social & Messaging (13%)
  • Android devices outnumber iOS devices by 30%
  • Distribution of consumers – APAC 38%; Europe 24%, North America 19%, LATAM 10%
  • Ad requests (per day) – 6 billion


UnPluggd History : When Naveen Tewari Talked About Rejections And InMobi Journey

UnPluggd, India’s biggest startup conference is on to its 10th edition. UnPluggd was started with a single focus : bring actionable insights to the audience!
Over the last 9 editions, we have been upping the bar with red-eyed passion towards amazing content and a super amazing audience.UnPluGGd
As part of UnPluggd historical coverage, today we walk you through the second edition of UnPluggd which happened on October 30th, 2010.
At UnPluggd, our focus has always been to bring in speakers who can talk ‘real shit’. The ones who aren’t ‘media trained’. The ones who are ‘just about to make it big’ and ready to drop their guards off and talk things UnPluggd.
And before we share, here is what you need to know about the next UnPluggd.
Date : December 6th.
Venue : Hotel Park Plaza, Marthahalli, Bangalore.
Registration details : Hop here.
Discount? 50% off ! on tickets. We just completed two years and we are celebrating our birthday with a discount code NEXTBIGWHATTWO (applicable only to UnPluggd and Networking Evening session/valid only till this weekend).

# 1 : When Naveen Tewari Spoke.

Naveen not only talked about the journey, but a whole lot of rejections and operational challenges that they had to go through. Any entrepreneur would easily relate to Naveen’s talk. A must watch and you should bookmark this.

By the way, Sir Richard Branson recently blogged about this video.

2 : Pallav Nadhani : Starting After Class 12th To Building FusionCharts.

Pallav started FusionCharts after class 12th and at UnPluggd, talked about his startup journey – how the company was started, how he managed to ‘seed fund’, scaling issues, some of the challenges the company faced and most importantly, customer centric approaches his company has built.

3 : Saloni, Desicrew

Saloni started her career in an interactive media start up, Web Chutney in Delhi. Desicrew wasn’t among the top ideas she had while she was mulling her own business!

4 : Manish Sharma, Printo

Manish Sharma is a software engineer by profession – was 12th employee of Rediff, started one of the earliest Internet services firm in India (in 1995) called DBSIS. Post DBSIS acquisition, Manish moved to US, worked on AI based learning and extraction engine startup (Late Prof. Rajeev Motwani was his advisor) which didn’t do so well. Later on, he went to Oxford University for MBA, worked for a company and moved to India to start a retail business, about which he had no idea of!!
At UnPluggd, Manish talked about the journey of starting a business in domain where his lack of experience was probably his best weapon.

5 : Alok Kejriwal.

At UnPluggd, Alok shared his startup journey – of course, in his own style!!

Interestingly, Alok also started Rodinhoods the same day (he bought the domain on his way back from UnPluggd) !
Apart from these amazing talks, one of the highlights of the second edition was showcase of Microsoft’s Windows Phone 7  for the first time in India.  Exclusively at UnPluggd.
Second edition was when we started the startup launch process. Out of 10 companies that launched, the notables ones are Capillary, Kookoo and Dhiti.

» Register for the next UnPluggd. All we promise is amazing insights, startup lessons and a great networking opportunity!

Talking About Big Data, InMobi Is Serving 138 Billion Ad Impressions & Processing 420 TB of Data Every Day

now reaches 872 million active uniques spanning over 200 countries, bringing a truly global audience for advertisers wanting to reach their target consumers. InMobi now serves nearly 138 billion ad impressions every month.
Key InMobi Network Statistics

  • Ad requests (per day) : 4.8 billion per day
  • Events Ingested (per day) : 10 billion per day
  • Total amount of new data generated in a single day : 24 TB
  • Data processed (per day): 420 TB
  • Global reach of 872 million active uniques
  • Number of distinct analysis done directly on our big-data Hadoop warehouse : 800 per day

ShortNews: News you could use, useful data and actionable insights in a crisp and easy format. (

Exclusive : InMobi To Shut Down App Distribution Platform “App Publish” On August 4th

which launched App Publish platform in 2013 has shut down the service. The service enabled app developers to distribute apps across 130 Android app stores.inmobi-logo

The sad part is that apps published using app publish platform will be unpublished from corresponding app stores, which is definitely a sore deal to developers who trusted InMobi’s distribution platform. InMobi however will let developers know how to get them republished.

“After an amazing journey of enabling app discovery and delivering app downloads for all those who worked with us, we are sad to announce that App Publish is shutting down. Post August 4th 2014, you will not be able to submit any apps through App Publish.

Please note that with this closure, apps submitted via App Publish will start being unpublished from partner app stores. We are currently in discussions with partner stores to find a way for you to republish your apps directly with them. We hope to have a solution soon, and we will let you know as soon as that happens. If you have submitted a paid app via App Publish, your payout from each app store will be based on the number of downloads on the day of unpublishing.” [InMobi’s email to developers]

Inmobi App Publish
Inmobi App Publish

The company recently announced $25mn developer fund, to enable indie game developers to increase their app revenue through better monetization, based on the emotional state of players.

InMobi Partners With Rubicon to Launch Native Ad Exchange

InmobiAfter launching a native ad platform in January 2014, has partnered with US-listed Rubicon Project and announced a native exchange platform where marketers can buy and sell ads online across mobile sites and apps.

The platform extends custom native experience to programmatic buyers and sellers. It allows the marketers to buy and sell ad-slots, both banner and native, in one place.

Inmobi estimates that the exchange will reach 759 million active users and 30000 apps.

With its native ad platform Inmobi had offered developers and publishers a mechanism to create ad slots to deliver in-context, native ad experience to their end users.

The platform allows publishers and developers to create custom ad units that are part of the core app experience, blending into the content stream. This platform gives publishers access to advertisers on the Inmobi ad network.

Native ads with their striking resemblance with actual content look to be the next phase in the evolution of the mobile ad market. Although there are global companies such as Hexagram, TripleLift and Bidellect which offer a native ad exchange platform, Inmobi is the first Indian company to do so. Komli has a partnership with Rubicon for normal ads.

Inmobi is hedging heavily on native ads with these two platforms, fusing together an ecosystem for advertisers, publishers and developers to control and scale native ads on top of the already existing Inmobi ad network.

Exclusive: Softbank Takes a Write Down on its InMobi Investment

Japanese telecommunication giant Softbank has written down all or a major part of its $200 mn investment in mobile ad network InMobi (made in 2011).

In its 2013 annual report (June 2013), Softbank said

Equity in losses of affiliated companies was ¥33,524 million ($325.45 mn), an increase of ¥30,576 million year on year. This was mainly due to a write-down of goodwill that arose related to InMobi Pte. Ltd. and PPLive Corporation.

As of March 2013, Softbank accounted for $0 mn of capital in InMobi (see figure below)*.

We aren’t sure why Softbank has written down its investment (this could be related to taxation, as some sources point out). In response to our questions, an InMobi spokesperson said, “We cannot comment on the actions of Softbank.”


When a company makes a purchase, it is written in its books as a combination of goodwill and assets. The amount of money it pays above the value of the target company’s assets is written in the books as goodwill and other intangible assets. Internet companies tend to be asset light.

In this case, Softbank acquired 35% of Inmobi for $200 mn. Along with a goodwill writedown in PPLive Corporation (in which Softbank invested $250 mn) the company has taken a charge of $325.45 mn.

Rebranded from mKhoj, InMobi earlier raised $8mn from KPCB and Sherpalo Ventures (in 2010). The company was founded in 2007 and at the time it had raised $50,000 from Mumbai Angels.

In March 2011, the company reported a loss of $10 mn on a topline of $27.8 mn. In 2012, the company lost $43 mn on a topline of $60.2 mn. At the end of March 2013, Inmobi reported sales of $104.3 mn and a loss of $84.5 mn. (via: Note that this could be the revenue and loss numbers from the Singapore registered subsidiary of Inmobi which ET has accessed.)

Inmobi Revenue & Loss Since Softbank Investment





$60.2 mn

$43 mn


$104.3 mn

$84.5 mn


$ 164.5 mn

$ 127.5 mn

If you add up the losses since $200 mn investment by Softbank in September 2011, you get to $127.5 mn in losses over the last two years.

InMobi has been one of India’s successful product stories. The mobile advertising network claims to have reached 759 million active users per month, providing advertisers with the largest global reach after Facebook. It had also acquired San Francisco based MMTG Labs and UK based Overlay Media.

Inmobi cofounder, Naveen Tewari had given an inspiring UnPluggd talk at UnPluggd, NextBigWhat’s flagship startup conference.

* Softbank Annual Report (pdf).

InMobi Launches Video Ads Platform; Is Context Aware & Helps Retargeting

Smartphone is the 207th bone of Gen Y and while Pre-roll video ads, interstitial ads and banners have been the classic advertising formats for videos, there has been hardly any innovation in this space.

Mobile ad network pushed the envelope a bit further by launching its own context-aware video ads platform (which is the result of Overlay Media acquisition).

In addition to the classic video formats like pre-roll video ads, videostitials or full-screen video interstitial ads and click-to-video banner ads, brands can now leverage the multiple advanced video formats from InMobi:

1. Interactive Canvas: Overlaying interactive content on the display canvas allows the advertiser/brand to improve video ad using clickable windows and call-to-action buttons.

2. Video SmartAds: Consumers can now receive contextually relevant ads based on external feeds like location, weather and live data like stock market feeds. Inmobi Video Ads

3. Video Continuum: Identify and re-target consumers by playing ads from a preset video series. A similar frame, background or trigger is used to across the series of ads, keeping the videos familiar and making it clear they are part of a sequence.

4. Form Capture: Better understand consumer preferences through customized questions or triggers that appear during the video ad, leading to more relevant retargeting.

InMobi video ad formats are not retrofitted traditional videos meant to run on non-interactive, one-way devices such as the television. The company claims that the top app developers across categories like gaming, music, media and entertainment, who are participating in an InMobi pilot program regarding video app promotion campaigns have seen an increase of up to 200% in app install rates.

InMobi Launches Its Native Advertising Platform For App Publishers & App Developers

inmobi-logo1Mobile ad network, has launched its native advertising platform that will allow developers to deliver ads non intrusively in-app. App developers and companies can now customize ads to suit the design and feel of the app.

Native ads enables app users to keep using the app without distraction from a jarring  banner ad entry, while also appreciating the ad content.

The ad platform offers customization options, be it in-stream ads, icons or news feeds, with minimal development effort from app developers.

native ads“Our vision for this platform is to progressively grow the number of publishers and advertisers participating and contributing to this new ad ecosystem architecture. This means, we are looking for developers to work on the platform and then chime in with how we can customize ads even better for them. Similarly, we are hoping advertisers will increasingly ask for native interactions.” [official blog post].

In March 2013, the Mobile ad network had launched App Publish, an Android app store distribution platform.

According to a recent report by Gartner, the global mobile advertising spending is expected to reach $18 bn this year, up from the estimated $13.1 billion in 2013. The research firm projected that by 2017 it’s projecting the market will have sized up to be worth $41.9 bn.

InMobi ad network reaches 691 million monthly unique users in 165 countries across Africa, Asia, Europe, the Middle East, North America and Latin America.

Founded in 2007, InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising.


Publish, Monetize & Track Your App on More than 130 Stores With Inmobi’s App Publish

Mobile ad network has launched App Publish, an Android app store distribution platform. With the tool, developers can distribute apps across 130 Android app stores, the company said.

Developers can also track app downloads and revenues across channels using the publishing platform. The platform has a few interesting aspects.

It automatically injects code into your app so you can track installs across app stores and countries on a dashboard. Source images can be converted to suit the requirement of multiple app stores automatically. InmobiInmobi’s reasoning to launch the platform is simple. Charles McLeod , who heads business development at Inmobi writes:

Well, there are an estimated 90m ‘forked’ or non-Google Android devices active in China (no Google Play access on device) and major OEMs including Samsung, Sony Ericsson, Huawei, ZTE and LG as well as mobile operator groups like Vodafone Group have their own App stores across the world, launching from home screens at the touch of a button. That’s a whole lot of devices where the first port of call is unlikely to be Google Play or where there is no Google Play.

There are over 200 independent app stores, he says. Its a great way to access geographies like China.

Inmobi, which raised $200 mn from Japan’s Softbank earlier, had acquired UK based app distribution platform Metaflow, out of which this App Publish has taken shape.

The move will get Inmobi access to tonnes of new publishers and apps to target ads on. However, some of these independent app stores have started shutting down. For instance, Vodafone shut down its app store – AppSelect in November 2012.

Some early adopters have been saying that app submission becomes cumbersome if you are targeting a small number of stalls because the platform still asks you for dozens of images to submit.

InMobi acquires UK based Overlay Media

Riding high on its $200 million investment, mobile ad network InMobi, has acquired UK based Overlay Media- experts in context aware computing. Overlay Media, which comprises of a team of data scientists, have built the Context Engine technology to deliver personalised content to mobile users.

Overlay Media develops mobile data analytics based technologies. The company’s flagship product, the Context Engine, enables intelligent on-device behaviour, wiser use of battery power and increased personalisation.

This one is first acquisition by Bangalore based company in 2013 and second in the english market. Earlier in July last year  InMobi acquired Metaflow Solutions, a mobile app management and distribution company.

Commenting about acquisition, Naveen Tewari, Founder and CEO, InMobi said “We are excited to add amazing talent to InMobi. This acquisition, along with Metaflow Solutions and MMTG Labs, will help us to continue to be at the forefront of delivering highly engaging content to consumers globally.”

Rebranded from mKhoj, InMobi had raised $200 million from Japan’s Softbank. In October, the company had shut down its offices in Africa and a part of its routine reassessment of business environment.

Founded in 2007, InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agencies and advertisers use InMobi platforms to create HTML5 rich media ads and engage 578M consumers across 165 countries.

InMobi launches InMobi Lifetime Value Platform [maximize the lifetime value of each user]

App development space is going through a shift – while the number of apps has increased exponentially, monetization is still a distant dream (Report: iOS continues to deliver highest returns to publishers, Android slips).

Of course, there is a huge gap between Cost of user acquisition and monetization – an that imbalance fuels the need for developers to maximize the life time value (LTV) of each user acquired.

has launched InMobi Lifetime Value Platform – a free-to-use platform that helps app developers maximize the lifetime value of each user. The platform allows developers to gain precise insights into their user behavior and enables them to act immediately on these insights – to maximize monetization and engagement seamlessly. The platform (currently in closed beta) allows developers to:

1. Understand Analytics better.
As app users start using the app, all the in-app interaction across users are put together in interesting ways to make for extremely relevant user behavioral data. We leveraged our experience dealing with while serving ads to build analytics that is robust, and is as close to real time analytics as it gets.

2. User segmentation 
Create user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app. These dimensions of user segments can even be bunched together for truly precise in-app targeting.

3. Target users with dynamic actions 
Based on user behavioral insights, developers can define and drive targeted actions allowing for a direct boost in monetization and engagement levels. Consider these actions to be rich in-app messages that modify app behavior at a segment level – with a user experience that feels completely native.

Essentially, InMobi now wants to dig deeper into app developer space and plans to use its recent acquisitions (like MetaFlow) to gain a bigger share of the app development space.

Also see: Inmobi shuts down offices in Africa and Russia. Because it don’t matter

Inmobi shuts down offices in Africa and Russia. Because it don’t matter

has had a change of mind when it went back to the drawing board to figure out which markets to chase hard and which not to. Few days ago, the company shut down its offices in Africa and Russia. Meanwhile, signalling a clear change of priorities, the company is beefing up in the US.

According to Inmobi, the decision to pull out of Africa and Russia was part of a routine reassessment of business environment. In other words, perhaps sales weren’t as good as expected.

Africa is often described as a booming mobile market and the company’s decision left us a little confused. We tried to figure out why Inmobi decided to do so, but the company wouldn’t give away much other than the statement it already issued.

“InMobi is committed to supporting emerging markets, where mobile advertising is in the very early stages. Like all successful and growing businesses, we routinely review our business to determine where we need to align investment based upon growth opportunities. Current global market conditions justify changes to the investment levels we make in certain countries in order to best structure the organisation,” the statement said.

The mobile advertising company which raised $200 million from Japan’s Softbank last year will continue to service these markets through centralised sales teams located in our regional centres.

In the US, it has hired former Googler Crid Yu as Vice President and Managing Director of North America. Anne Frisbie, who used to head North America for Inmobi is now the Vice President and general manager of global supply.

So what is this current business environment? It is only logical to want to expand in the US, which has a $363 billion entertainment and media market poised to grow at 6% CAGR till 2016 to reach $490 billion. Countries like Japan, China, Germany and UK are also large markets. Russia has a relatively small E&M market ($17 billion) similar to that of India ($17 billion).  Africa does not figure in the top 15 list. An average consumer in the US spends over $560 on entertainment and media where as its is as low as $54 in Russia and $7 in India. These countries also have a high degree of mobile internet penetration.At present, Japan, China, Korea, Taiwan, Spain, France, Germany, Russsia and Italy figure prominently in its priority list.

The company declined to comment on rumors that said that it was ripe for a takeover by a large Japanese conglomerate. Sherpalo ventures and Kleiner Perkins Caufield & Byers has also invested in the five year old company.