Moves Fitness App Acquired By Facebook

2014-04-24_16-18-13

Facebook announces further expansion of its growing app empire with the acquisition of Moves, the iOS and Android activity tracker. Financial terms of the deal were not disclosed, but a spokeswoman for the company reported that the deal was nowhere near the size of its other headline making acquisitions of late: WhatsApp, for $19 billion; and Oculus VR for $2 billion.

In a blog post announcing the acquisition, Moves confirmed that all of its staff would join Facebook in either its London or Menlo Park, Calif. offices, where they will continue to build the Moves user base, and  “work on building and improving their products and services with a shared mission of supporting simple, efficient tools for more than a billion people.”

2014-04-24_16-20-01

Moves launched in January of 2013, and grew at an impressive pace. The company competes with the activity tracker market by pulling data from the smartphone accelerator and, in iPhone’s case the M7 processor, and using the information to plot out daily activity. The app is free, and over the years has grown to offer far more than steps per day totals, but also whether they are walking, running, biking, and the daily calorie burn from each activity. The app also logs locations throughout the day, documenting when users leave home, stop for coffee, arrive at work, or go out for lunch. The end result is a daily activity journal. Apple called Moves a “Surprise Hit” last year, and the app has now been downloaded four million times across both the iOS and Android ecosystems.

In addition to its fitness app, Moves packages the data it collects about users and offers it up as an API service to further monetize its otherwise free platform. Currently, 40 apps are using the Moves platform to capture fitness and location data. Facebook confirmed that the API, along with the consumer app, would remain unchanged and that Moves would essentially operate independently from Facebook.

Like WhatsApp and Instagram, Facebook will not integrate Moves functionality directly into the Facebook platform, but will let it sit as an independent business unit. The decision marks a pivot in Facebook’s strategy. In its Q4 earnings call, CEO Mark Zuckerberg explained that the company is working to diversify. By acquiring and independently marketing a portfolio of different products, Facebook is building an infrastructure of secondary revenue sources to keep it financially solvent should the day should come that the social network market is fundamentally disrupted.


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