Mobile phones are to undergo a transformation from “smart” to “dynamic” if the aims of Israel based startup Everything.me come to fruition – and with $25 million in series C funding just clinched, those goals are a substantial step closer.
The latest round of funding was led by Telefonica Digital, with significant participation from Singtel and Mozilla along with existing investors. The latter include Horizon Ventures, BRM Group and Draper Fisher Jurvetson. The new deal brings the company’s total funding to $35 million.
The startup, which was launched in 2010 as “DoAT”, uses a dynamic phone platform capable of changing on-screen apps to reflect the content and services users need from moment to moment. None of the apps offered by Everything.me require download or installation – they’re used directly from the cloud courtesy of HTML5.
Why the big players are interested
The investment will see Mozilla, Telefonica and probably Singtel integrate the platform in their mobile services (Mozilla’s Firefox mobile platform is still in development but will be available shortly). Mozilla’s VP of Product, Jay Sullivan, said, “We’ve been watching Everything.me for a while and we thought they were closely aligned with our goals, both on how to present mobile experiences and to move HTML5 forward. We see this as product-driven and very exciting.”
Telefonica’s Director of Investments, Tracy Isacke, said, “As the next generation of smartphone users come on board, they will be less sophisticated, so you need to start to make the experience much more intuitive and seamless.” And that’s precisely what Everything.me delivers.
Opportunities for mobile phones advertising
There are some exciting implications for mobile advertising agencies with the new platform. Everything.me doesn’t have a revenue model yet, but mobile advertising could lead the way for monetizing if agencies are offered premium placements.
For now, the company will use the new finance to develop its existing products further. It currently offers an iPhone app and will shortly be offering an Android version when it comes out of beta. A desktop version is also in development.
Co-founder Ami Ben David explained that Everything.me will never push apps that are irrelevant to users, “[I]f you are a One Direction fan you are going to get videos, and if there is an app to promote the concert you will get that as well.”