IBM (IBM -0.1%) has bought The Now Factory, an Irish developer of software that gives mobile carriers the ability to monitor/analyze vast amounts of data related to user activity. Terms are undisclosed. (PR)
TNF's specific products include Vantage Customer Manager (provides a real-time view of service usage), Vantage Network Analyzer (network analysis/troublueshooting), and Vantage Service Manager (real-time data on service performance).
IBM says TNF's products will complement the analytics software offered by its MobileFirst software line (aimed at businesses more than carriers) (among other things) can help carriers launch targeted ad campaigns based on user activity.
Interest in mobile analytics has been growing in tandem with the mobile data boom. Splunk recently acquired app analytics firm BugSense, and mobile ad-serving/analytics firm Flurry could do a big IPO next year.