Yahoo has acquired Flurry for a reported $200 to $300 million. Ostensibly it’s for Flurry’s targeting ability and fledgling ad network; but I have a more sinister suspicion, totally unfounded.
To wit: Yahoo’s ambition is to be your daily habit, whether that’s mail, news, weather, etc. Increasingly, that means mobile. However, their impact there so far is questionable. What Yahoo app is a must-have? None. How can they be smart enough or visionary enough to create the next Snapchat? The next Instagram?
Flurry can be the answer. Mine the Flurry database and analyze which apps are doing well — based not on fluff like hype and press coverage, but on the actual metrics that count like growth, retention and engagement. Study those apps and then decide whether it’s something Yahoo should clone.
Nutty conspiracy theory? Maybe. Given Yahoo’s disappointing results so far, Marissa Mayer may decide it’s time to change the rules of the game. “What matters is we build products that people love,” she said. If Yahoo can’t do that on a level playing field, maybe it’s time to cheat a little with Flurry.