Naveen Tewari, InMobi CEO, told The New York Times in a telephone interview that the company will remain independent and will eventually sell stock in an IPO. He adds that InMobi has frequent discussions with other companies regarding potential partnerships, but disputes Google acquisition rumors and says he does not know how these were initiated.
For InMobi, the moment in the spotlight could be good for future business, bringing attention to the Bangalore, India company that some might not know of.
On Wednesday, InMobi launched Appographic Targeting, which helps to target ads by analyzing apps on the user's mobile phone, building a profile to tailor ads that pop up inside apps as they open. Advertisers can target the ads via location by choosing a ZIP code.
Advertising entrepreneurs agree that most deals come at a price as the mobile audience continues to surpass desktop use. Today, a large and growing mobile user segment the Local Search Association calls "mobile fanatics" makes up a bit more than 40% of the U.S. population using smartphones. These mobile users rely more on their devices, compared with the typical smartphone user.
These mobile fanatics conduct at least 10 searches per week on at least two devices from multiple locations. They use their mobile device, rather than a PC, to conduct more local searches. In fact, 60% of U.S. adults now choose smartphones or tablets over PCs to search for information before buying products and services offline.
Google and Microsoft continually report that about half or nearly half of mobile search query volume are attributed to consumers looking for local locations, products and services.
The Local Search Association study suggests that users in this market segment are typically younger and more affluent -- and are willing to engage with and more influenced by mobile advertising. Some 70% of highly engaged mobile fanatics willing to view mobile ads make a purchase; 80% of them buy within 72 hours of ad exposure.