Yahoo has announced that it has acquired the social browsing start-up Rockmelt.
Launched in 2010, Rockmelt is a specialist mobile application that incorporates social networking into the user’s mobile web browsing, allowing users to send Facebook messages and scan their Twitter feeds, all within the confines of the browser.
Yahoo is hoping to harness these mobile social web capabilities in its own products and services, retaining around 32 Rockmelt employees as part of the takeover deal.
In a statement, Rockmelt confirmed that all of its apps and products will be shut down on 31st August, but users would be able to export any data they need before then.
Rockmelt’s founders, Eric Vishria and Tim Howes, said in a blog post: “In our short four and a half years at Rockmelt, we’ve learned a lot about how you like to browse the web, discover content, and share the great stuff you’ve found. And we plan to put everything we’ve learned to work at Yahoo.
“Our mission of exploring the web faster and in a fun way has not changed. We’re joining a fantastic team of people where we can have a much bigger impact, and we’re thrilled and honoured to have the opportunity.”
Yahoo CEO Marissa Mayer confirmed the takeover deal on Twitter with a simple “Welcome” message.
Although no figures have been made public as of yet, it is widely thought that the Rockmelt acquisition deal has cost Yahoo in excess of $50million.
Yahoo has been on something of a spending spree since Marissa Mayer was installed as the company’s CEO, snapping up promising start-up companies and bringing their staff into their own teams in order to tap into their knowledge and innovation. Indeed, Rockmelt is Yahoo’s 21st acquisition under Mayer’s reign.
What do you think about Yahoo’s latest acquisition? Will it help the search engine push Google and increase its presence in the mobile web market?