Microsoft buys Capptain for mobile analytics, cloud services

Microsoft plans to use the technology to boost Azure's mobile app development services

Microsoft plans to boost its Azure cloud services with its acquisition of Capptain, whose product helps developers track and analyze usage of their Web and mobile apps and implement customer retention strategies.

"We are hard at work integrating Capptain's solution with the wider Microsoft Azure suite of services so that enterprises can not only build mobile apps to engage customers and employees, but also analyze and optimize that engagement," wrote Microsoft official Omar Khan in a blog post.

Capptain, based in France, defines its product as a "response marketing tool" designed to let developers slice and dice usage data, and based on that information, push targeted messages, announcements and offers to customers in real time.

For now, the Capptain tool, which is offered in a variety of tiers and price ranges, will remain available for existing and new customers.

According to Khan, Microsoft has made significant investments in cloud services for mobile app development, and the company expects the Capptain technology to bring the "vital new element" of real-time user and push analytics to Azure.

For example, Capptain's tool logs when, for how long and how many times people use an application, and where they're located. "Whether you use it to manage your server load, correlate marketing actions with user response or check peak usage times for a most effective PUSH campaign, you'll have all the information you need," reads asection of Capptain's website.

Capptain also provides analytics on how people behave within an application, such as how they navigate its screens, when they share or consume content and how much time they spent on the shopping cart.

The tool then lets developers granularly segment users according to a broad variety of criteria and establish how the application should reach out to them via push communications in order to engage and retain them.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in