TUNE Bolsters Mobile Analytics with MobileDevHQ Acquisition
Strategic Move Expands Unpaid User Acquisition Insights
Seattle-based mobile analytics leader TUNE (formerly HasOffers) has made its first acquisition, purchasing MobileDevHQ, a SaaS platform specializing in app store optimization (ASO) and organic discovery analytics. This strategic move strengthens TUNE’s position in the competitive mobile attribution space by adding robust unpaid user acquisition capabilities.
Key Details of the Acquisition
- Undisclosed terms: While financial details remain private, MobileDevHQ had previously raised $750,000 since its 2009 founding
- Customer impact: MobileDevHQ’s “tens of thousands” of users (including enterprise clients like Realtor.com and Hotels.com) will maintain access to services
- Talent integration: MobileDevHQ’s six-person team will join TUNE, with founder Ian Sefferman becoming General Manager of a new Inbound division
Why This Acquisition Matters
TUNE CEO Peter Hamilton explained the strategic rationale:
“We’ve deeply understood paid mobile attribution, but organic discovery through app stores remained a blind spot. MobileDevHQ brings exactly this expertise.”
The acquisition follows growing customer demand for integrated paid and organic acquisition insights. The companies had already partnered in April 2024 to enable one-click integration between TUNE’s MobileAppTracking and MobileDevHQ’s ASO tools.
Product Integration Timeline
- Immediate: MobileDevHQ users retain full platform access
- By year-end: MobileDevHQ features will be fully incorporated into TUNE’s MobileAppTracking solution
Industry Context: The App Discovery Challenge
This acquisition addresses critical challenges in mobile marketing:
- Discovery inequality: Only well-funded apps typically dominate app store visibility
- Data fragmentation: Marketers lack unified views of paid and organic acquisition
- SMB opportunities: Smaller developers need accessible optimization tools
As Sefferman noted: “The app ecosystem demands synergy between paid and organic acquisition—no company has truly solved this yet.”
TUNE’s Evolving Strategy
The acquisition continues TUNE’s strategic evolution:
- Rebranding: Recently changed from HasOffers to better represent its expanding product suite
- Funding: $9.4 million 2023 Accel investment enabled this acquisition
- Market shifts: Adapting to industry changes like Facebook’s removal from its measurement program
This move positions TUNE as a more comprehensive solution for mobile marketers seeking holistic user acquisition insights across both paid and organic channels.
