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Mobile central to FB’s first acquisition in India

Facebook has acquired Bangalore-based Little Eye Labs, a company involved in performance analysis and monitoring tools for mobile app developers. This marks the social networking giant’s first acquisition in India. The acquisition is a critical indicator of Facebook’s mobile push, which has seen an aggressive growth in the last few quarters.
As per numbers reported by Facebook, the advertising revenue for the company, in Quarter 3, grew by 66 per cent. Much of this has come through mobile, that now claims 49 per cent of Facebook’s advertising revenues. Also, very recently Facebook also rolled out the much-awaited video ads format, simultaneously on the web and mobile platforms. Twitter, on the other hand, reported that close to 70 per cent of its ad revenue was coming from mobile in the same period. Facebook’s latest acquisition of Little Eye Lab’s product – Little Eye thus puts forward its seriousness in treating mobile platform as a key revenue generator.
Little Eye is a tool that helps Android app developers to measure, analyse and optimise their apps. It helps visualise the app’s behaviour and estimates the app’s power, memory and network data consumption trends. With this acquisition Little Eye Labs would leverage the social networking giant’s infrastructure to improve the performance of their apps.
In fact, an Asia-Pacific survey undertaken by Mobile Marketing Association (MMA) found that 90 per cent of marketers predict a substantial rise in budgets for mobile marketing, with 34 per cent expecting an increase of up to 75 per cent. An exercise conducted by MMA, powered by Digital Market Asia, indicated that the market size of mobile advertising spends in Singapore is set to grow at 25-35 per cent taking the figure to anywhere between USD 21 million – 25 million in 2014. This puts into context Facebook’s strategic buy in India.
Facebook’s 2013 acquisitions to strengthen its mobile play included Parse, a US-based mobile apps back-end technology provider; also, Israel-based Onavo, which deals with mobile analytics; and US-based Mobile Technologies, which specialises in speech recognition and machine-translation technologies, thus adding voice-based navigation in its portfolio. Facebook was also in the news when it recently made an unsuccessful attempt to buy instant messaging app Snapchat, which reportedly turned down Facebook’s USD 3 billion offer