GetJar acquires Infrinity to enhance app discovery


Multi-platform application storefront GetJar has acquired technology provider Infrinity, which offers online customer lifecycle management tools to assist mobile app publishers with their acquisition, monetization and retention efforts. Financial details were not disclosed. Infrinity founder and CTO Anand Venkataraman will join GetJar as its vice president of discovery technologies.

According to GetJar, Infrinity's recommendation engine will enhance app discovery, recommendations and the overall app store user experience. A GetJar consumer survey issued in March reveals that only 25 percent of users discover the apps they're seeking via app store browsing--almost half instead discovered apps online, and 17 percent discovered them through word of mouth or social media.

Late last month, GetJar integrated Facebook social networking tools into the newest version of its mobile portal, enabling consumers to share app download activity, recommendations and comments via wall posts and news feeds.

"Leveraging the social graph is the first step to understanding the user and personalizing their experience," said GetJar Director of Mobile Products Mario Tapia in an interview with FierceMobileContent. "Social media is more relevant to discovery than search. We look at friends' recommendations as a far bigger influencer than trade magazine reviews or store bestseller lists."

GetJar offers more than 75,000 applications to consumers in over 200 international markets. Consumers have now downloaded more than 1.5 billion apps from the store. GetJar supports over 3,000 device models spanning platforms including Android, BlackBerry, Windows Phone and Symbian.

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