Tailored Mobile Services Company Gets Boost In Funding
October 31, 2012

ItsOn Raises $15.5M To Roll Out Tailored Mobile Data Services

redOrbit Staff & Wire Reports - Your Universe Online

Mobile startup ItsOn announced on Tuesday that it has raised $15.5 million in series B funding from Venture capital firm Andreessen Horowitz, SV Angel and an investor group led by Jim Davidson.

The company has been operating in stealth mode since in its inception four years ago, but says its mobile smart services are based on the idea that users should determine how much data they need, and for what purpose.

“ItsOn is introducing a new way for mobile services to be delivered, purchased and consumed by consumers and businesses,” the company said in its announcement.

This includes “building direct-to-consumer services and cloud-based solutions that will serve the needs of both mobile service and content providers in ways never before seen.”

The Redwood City, CA-based startup was founded in 2008 by wireless and networking industry pioneers Charles Giancarlo and Dr. Greg Raleigh, the company´s chief executive. It has raised around $24.4 million in financing to date.

Dr. Raleigh said the problem with existing wireless plans is that customers end up paying for services they don't use. ItsOn wants to address that by providing consumers only the services they want, and nothing else.

“The smartphone era has created a data explosion, which existing mobile networks are not prepared to handle. The ItsOn platform eliminates the misalignment between escalating data costs for network operators and their revenue, through cost transparency and by putting consumers in complete control of tailored mobile services,” the company said.

Dr. Raleigh said ItsOn can help both consumers and enterprise customers limit their data to only certain services, eliminating “over-charging and bill shock.”

"ItsOn provides 3G and 4G wireless consumers and enterprise business managers with complete, real-time visibility and control over their voice, text and more importantly, data usage,” he said.

To provide its services, ItsOn will partner with carriers delivering data, and act as an intermediary that offers services and scales them back according to customer needs.

"Consumers can select, monitor, control and share all of their mobile services as they wish, instantly from their phone, tablet or PC without the inconvenience of talking to a sales associate, calling a support center or logging into a website. People will be able to take any ItsOn enabled device out of the box and simply start using whatever services they desire,” said Dr. Raleigh, who invented and commercialized 4G "MIMO" wireless technology as well as the newest Wi-Fi technology.

The other major part of ItsOn´s service involves sponsorship, in which brands can pay for certain types of data. For instance, a company like Amazon might pay to allow customers to browse its site at greater speeds.

ItsOn has not yet revealed precisely how its technology will work, but said its services will be available to consumers and businesses in the U.S. and globally beginning next year. Previous investors include Vodafone Ventures and Verizon Investments.