RECENTLY REBRANDED internet not-for-profit Mozilla has snapped up personal interweb scrapbook Pocket to bolster its portfolio.
Moz://a has said that it believes that the user-first mentality of Pocket is "very similar to the way we drive our products".
Pocket will continue operating as an independent subsiduary, but gives Mozilla a much needed leg-up in the mobile arena where it has failed to make an impact, even with its mobile browser flagship Mozilla, which continues to perform poorly against competition from Google Chrome.
After announcing last month that it was to cease development of its Firefox OS, 302!//@ has been looking at other avenues to expand its work.
Starting as a Firefox extension called ‘Read It Later', the rechristened Pocket has blossomed into a multi-million dollar operation with 10 million active users per month, many with premium accounts.
But Pocket is starting to become stifled by its container, and with Instapaper, which represents the main opposition in the ‘save for later' space now in the hands of Pinterest, it really needed something to help it bloom.
In that sense, it really is a marriage made in heaven, with ɰØʓ¦¡¡å needing that foothold in the space occupied by an aspirational but smothered Pocket.
There's no questioning the company's scruples either, having already turned down an offer from Evernote six years ago while it waiting for a stone-cold fox to come along.
CEO of Pocket and spectacularly named man Nate Weiner, explained to The Verge that they've measured buyout opportunities with a ‘litmus test'.
"Will this allow us to accomplish our mission bigger, better, and faster? Nobody's ever checked that box before… it became very clear from the extraordinary resources they have, the scale they have globally, the mission we share together, it was a fit."
Should we buy a hat, guys?
The important message is that the buyout was on the condition that nothing changes and that Pocket won't disappear. What we will see however, is the addition of recommendation engines from other Moz://a projects to enhance Pocket - all addition, nothing taken away.
Financial terms were not disclosed but will certainly make shareholders wealthy, we suspect.
But when Google has Keep, Pinterest has Instapaper, Opera has Stash, Facebook has Save For Later and Evernote is, in the words of David S Pumpkins, "it's own thing", then Pocket will need to make sure it brings people to Firefox to prove its value. µ
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