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Twitter ‘acqui-hires’ the team from subscription news app, Brief
Twitter’s recent acquisition spree continues today as the company announces it has acqui-hired the team from news aggregator and summary app Brief. The startup from former Google engineers launched last year to offer a subscription-based news summary app that aimed to tackle many of the problems with today’s news cycle, including information overload, burnout, media bias and algorithms that promoted engagement over news accuracy.
Twitter declined to share deal terms.
Before starting Brief, co-founder and CEO Nick Hobbs was a Google product manager who had worked on AR, Google Assistant, Google’s mobile app, and self-driving cars, among other things. Co-founder and CTO Andrea Huey, meanwhile, was a Google senior software engineer, who worked on the Google iOS app and had a prior stint at Microsoft.
Image Credits: Brief
While Brief’s ambitious project to fix news consumption showed a lot of promise, its growth may have been hampered by the subscription model it had adopted. The app required a $4.99 per month commitment, despite not having the brand-name draw of a more traditional news outlet. For comparison, The New York Times’ basic digital subscription is currently just $4 per week for the first year of service, thanks to a promotion.
Twitter says the startup’s team, which also includes two other Brief employees, will join Twitter’s Experience.org group where they’ll work on areas that support the public conversation on Twitter, including Twitter Spaces and Explore.
While Twitter wouldn’t get into specifics as to what those tasks may involve, the company did tell TechCrunch it hopes to leverage the founders’ expertise with Brief to build out and accelerate projects in both those areas.
Explore, of course, is Twitter’s “news” section, where top stories across categories are aggregated alongside trending topics. But what it currently lacks is a comprehensive approach to distilling the news down to the basic facts and presenting balance, as Brief’s app had offered. Instead, Twitter’s news items include a headline and a short description of the story, followed by notable tweets. There’s certainly room for improvement there.
It’s also possible to imagine some sort of news-focused product built into Twitter’s own subscription service, Twitter Blue — but that’s just speculation at this point.
Twitter says it proactively reached out to Brief with its offer. As part of its current M&A strategy, the company is on the hunt for acquiring talent that will complement its existing teams and help to accelerate its product developments.
Over the past year, Twitter has made similar acqui-hires, including those for distraction-free reading service Scroll, social podcasting app Breaker, social screen-sharing app Squad, and API integration platform Reshuffle. It also bought products, like newsletter platform Revue, which it directly integrated. The company even held acquisition talks with Clubhouse and India’s ShareChat, which would have been much larger M&A deals.
“We’re really glad we ended up at Twitter,” Hobbs told TechCrunch.
“Andrea and I founded Brief to build news that fostered a healthy discourse, and Twitter’s genuine commitment to improve the public conversation is deeply inspiring,” he said. “While we can’t discuss specifics on future plans, we’re confident our experience at Brief will help accelerate the many exciting things happening at Twitter today,” he added.
Hobbs said the team remains optimistic about the future of paid journalism, too, as Brief demonstrated that some customers would pay for a new and improved news experience.
“Brief pioneered a fresh vision for journalism, focused on getting you just the news you need rather than as much as you could withstand,” remarked Ilya Kirnos, founding partner and CTO at SignalFire, who backed Brief at the seed stage. “That respect for its readers made SignalFire proud to support founders Nick Hobbs and Andrea Huey, who are now bringing that philosophy to the top source of breaking news — Twitter.”
To date, Brief had raised a million in seed funding from SignalFire and handful of angel investors, including Sequoia Scouts like David Lieb, Maia Bittner and Matt Macinnis.
As a result of today’s deal, Brief will wind down its subscription app on July 31. The company says it will alert its current user base today via a notification about its forthcoming shutdown but the app will remain on the App Store offering new features that allow users to explore its archives.
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New Relic acquires Kubernetes observability platform Pixie Labs
Two months ago, Kubernetes observability platform Pixie Labs launched into general availability and announced a $9.15 million Series A funding round led by Benchmark, with participation from GV. Today, the company is announcing its acquisition by New Relic, the publicly traded monitoring and observability platform.
The Pixie Labs brand and product will remain in place and allow New Relic to extend its platform to the edge. From the outset, the Pixie Labs team designed the service to focus on providing observability for cloud-native workloads running on Kubernetes clusters. And while most similar tools focus on operators and IT teams, Pixie set out to build a tool that developers would want to use. Using eBPF, a relatively new way to extend the Linux kernel, the Pixie platform can collect data right at the source and without the need for an agent.
At the core of the Pixie developer experience are what the company calls “Pixie scripts.” These allow developers to write their debugging workflows, though the company also provides its own set of these and anybody in the community can contribute and share them as well. The idea here is to capture a lot of the informal knowledge around how to best debug a given service.
“We’re super excited to bring these companies together because we share a mission to make observability ubiquitous through simplicity,” Bill Staples, New Relic’s chief product officer, told me. “[…] According to IDC, there are 28 million developers in the world. And yet only a fraction of them really practice observability today. We believe it should be easier for every developer to take a data-driven approach to building software and Kubernetes is really the heart of where developers are going to build software.”
It’s worth noting that New Relic already had a solution for monitoring Kubernetes clusters. Pixie, however, will allow it to go significantly deeper into this space. “Pixie goes much, much further in terms of offering on-the-edge, live debugging use cases, the ability to run those Pixie scripts. So it’s an extension on top of the cloud-based monitoring solution we offer today,” Staples said.
The plan is to build integrations into New Relic into Pixie’s platform and to integrate Pixie use cases with New Relic One as well.
Currently, about 300 teams use the Pixie platform. These range from small startups to large enterprises and, as Staples and Pixie co-founder Zain Asgar noted, there was already a substantial overlap between the two customer bases.
As for why he decided to sell, Asgar — a former Google engineer working on Google AI and adjunct professor at Stanford — told me that it was all about accelerating Pixie’s vision.
“We started Pixie to create this magical developer experience that really allows us to redefine how application developers monitor, secure and manage their applications,” Asgar said. “One of the cool things is when we actually met the team at New Relic and we got together with Bill and [New Relic founder and CEO] Lew [Cirne], we realized that there was almost a complete alignment around this vision […], and by joining forces with New Relic, we can actually accelerate this entire process.”
New Relic has recently done a lot of work on open-sourcing various parts of its platform, including its agents, data exporters and some of its tooling. Pixie, too, will now open-source its core tools. Open-sourcing the service was always on the company’s road map, but the acquisition now allows it to push this timeline forward.
“We’ll be taking Pixie and making it available to the community through open source, as well as continuing to build out the commercial enterprise-grade offering for it that extends the New Relic One platform,” Staples explained. Asgar added that it’ll take the company a little while to release the code, though.
“The same fundamental quality that got us so excited about Lew as an EIR in 2007, got us excited about Zain and Ishan in 2017 — absolutely brilliant engineers, who know how to build products developers love,” Benchmark Ventures General Partner Eric Vishria told me. “New Relic has always captured developer delight. For all its power, Kubernetes completely upends the monitoring paradigm we’ve lived with for decades. Pixie brings the same easy to use, quick time to value, no-nonsense approach to the Kubernetes world as New Relic brought to APM. It is a match made in heaven.”
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B8ta remains bullish on IRL shopping with new acquisition
Coronavirus cases in the United States are reaching new peaks. E-commerce is continuing to boom. And b8ta, a San Francisco startup that is betting on the future of physical retailers, is doubling down on its in-person footprint.
B8ta offers shelf space to unique digital products, such as electric skateboards or a coffee alarm clock, on behalf of brands that want a physical presence. Today, the company acquired a 1-year-old company doing the same for direct to consumer businesses, Re:store.
Backed by Sequoia and SPC, Re:store has a three-story physical location in Maiden Lane in San Francisco, and hosts products ranging from beauty to consumer electronics to lifestyle products. It also has a community co-working space.
The Re:store community hub.
“The pandemic has emphasized the need for brands to be flexible with their product mix and distribution,” says Selene Cruz, CEO of Re:store. “Some products do well in these times, and brands in a retail-as-a-service model can adapt their offering a lot faster than those in a traditional wholesale model that relies on buying cycles.”
It’s the high-touch startups that are expected to struggle during this time, as rising virus rates threaten the global economy. But, as today’s deal shows, both b8ta and Re:store are bullish on in-person shopping long term.
In fact, in March, b8ta CEO and co-founder Vibhu Norby penned an extensive Twitter thread in favor of keeping his startups’ stores open, noting that closures would require the company to lose millions and send tens of thousands of employees home. B8ta’s entire value proposition is based on high-touch interactions, and a world in which consumers want to try and experience their products before they buy them.
At b8ta, we are in the business of physical retail stores. While we sell products online, our stores are the reason for our existence. We encourage our shoppers to touch and try all of the products at b8ta. We are truly in the business of touch and human-to-human relationships.
— Vibhu Norby (@vibhu) March 13, 2020
“I feel like we’ve lived through three lifetimes since I wrote that thread back in March,” Norby said, noting that it’s been an “extremely difficult year” for the company. However, the Re:store acquisition comes off of new momentum he’s seen since b8ta was able to safely reopen its stores in May.
“We launched more brands last quarter than any other in our history,” Norby said. “The traditional retail model and traditional real estate model has completely collapsed and brands are looking for something better.” To note, Macy’s, which has backed b8ta, narrowly dodged bankruptcy by securing a $4.5 billion lifeline in financing to temper down sales.
Image Credits: b8ta
B8ta’s Re:store acquisition is a response to a rebound among physical retailers, one that favors an experience instead of a catalog of aisles. A focus on creative in-person experiences versus department stores is an acceleration of a pre-pandemic trend. As direct-to-consumer investors told us in late March, companies can’t depend on a few channels for customer acquisition. As the field gets crowded, brands are looking to stand out, and stores like b8ta and Re:store could help them do that.
To balance out some of b8ta’s bullishness, Norby did note that “on the shopping side, visitation is way down but sales have almost come back to where they were pre-pandemic.” In other words, people are buying b8ta products online without the physical presence, which means that online platforms are still a preference for consumers.
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Databricks acquires Redash, a visualizations service for data scientists
Data and analytics service Databricks today announced that it has acquired Redash, a company that helps data scientists and analysts visualize their data and build dashboards around it.
Redash’s customers include the likes of Atlassian, Cloudflare, Mozilla and Soundcloud and the company offers both an open-source self-hosted version of its tools, as well as paid hosted options.
The two companies did not disclose the financial details of the acquisition. According to Crunchbase, Tel Aviv-based Redash never raised any outside funding.
Databricks co-founder CEO Ali Ghodsi told me that the two companies met because one of his customers was using the product. “Since then, we’ve been impressed with the entire team and their attention to quality,” he said. “The combination of Redash and Databricks is really the missing link in the equation — an amazing backend with Lakehouse and an amazing front end built-in visualization and dashboarding feature from Redash to make the magic happen.”
Image Credits: Databricks
For Databricks, this is also a clear signal that it wants its service to become the go-to platform for all data teams and offer them all of the capabilities they would need to extract value from their data in a single platform.
“Not only are our organizations aligned in our open source heritage, but we also share in the mission to democratize and simplify data and AI so that data teams and more broadly, business intelligence users, can innovate faster,” Ghodsi noted. “We are already seeing awesome results for our customers in the combined technologies and look forward to continuing to grow together.”
In addition to the Redash acquisition, Databricks also today announced the launch of its Delta Engine, a new high-performance query engine for use with the company’s Delta Lake transaction layer.
“Databricks’ new Delta Engine for Delta Lake enables fast query execution for data analytics and data science, without moving the data out of the data lake,” the company explains. “The high-performance query engine has been built from the ground up to take advantage of modern cloud hardware for accelerated query performance. With this improvement, Databricks customers are able to move to a unified data analytics platform that can support any data use case and result in meaningful operational efficiencies and cost savings.”
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Apple buys edge-based AI startup Xnor.ai for a reported $200M
Xnor.ai, spun off in 2017 from the nonprofit Allen Institute for AI (AI2), has been acquired by Apple for about $200 million. A source close to the company corroborated a report this morning from GeekWire to that effect.
Apple confirmed the reports with its standard statement for this sort of quiet acquisition: “Apple buys smaller technology companies from time to time and we generally do not discuss our purpose or plans.” (I’ve asked for clarification just in case.)
Xnor.ai began as a process for making machine learning algorithms highly efficient — so efficient that they could run on even the lowest tier of hardware out there, things like embedded electronics in security cameras that use only a modicum of power. Yet using Xnor’s algorithms they could accomplish tasks like object recognition, which in other circumstances might require a powerful processor or connection to the cloud.
CEO Ali Farhadi and his founding team put the company together at AI2 and spun it out just before the organization formally launched its incubator program. It raised $2.7M in early 2017 and $12M in 2018, both rounds led by Seattle’s Madrona Venture Group, and has steadily grown its local operations and areas of business.
The $200M acquisition price is only approximate, the source indicated, but even if the final number were less by half that would be a big return for Madrona and other investors.
The company will likely move to Apple’s Seattle offices; GeekWire, visiting the Xnor.ai offices (in inclement weather, no less), reported that a move was clearly underway. AI2 confirmed that Farhadi is no longer working there, but he will retain his faculty position at the University of Washington.
An acquisition by Apple makes perfect sense when one thinks of how that company has been directing its efforts towards edge computing. With a chip dedicated to executing machine learning workflows in a variety of situations, Apple clearly intends for its devices to operate independent of the cloud for such tasks as facial recognition, natural language processing, and augmented reality. It’s as much for performance as privacy purposes.
Its camera software especially makes extensive use of machine learning algorithms for both capturing and processing images, a compute-heavy task that could potentially be made much lighter with the inclusion of Xnor’s economizing techniques. The future of photography is code, after all — so the more of it you can execute, and the less time and power it takes to do so, the better.
It could also indicate new forays in the smart home, toward which with HomePod Apple has made some tentative steps. But Xnor’s technology is highly adaptable and as such rather difficult to predict as far as what it enables for such a vast company as Apple.
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Mirantis acquires Docker Enterprise
Mirantis today announced that it has acquired Docker’s Enterprise business and team. Docker Enterprise was very much the heart of Docker’s product lineup, so this sale leaves Docker as a shell of its former, high-flying unicorn self. Docker itself, which installed a new CEO earlier this year, says it will continue to focus on tools that will advance developers’ workflows. Mirantis will keep the Docker Enterprise brand alive, though, which will surely not create any confusion.
With this deal, Mirantis is acquiring Docker Enterprise Technology Platform and all associated IP: Docker Enterprise Engine, Docker Trusted Registry, Docker Unified Control Plane and Docker CLI. It will also inherit all Docker Enterprise customers and contracts, as well as its strategic technology alliances and partner programs. Docker and Mirantis say they will both continue to work on the Docker platform’s open-source pieces.
The companies did not disclose the price of the acquisition, but it’s surely nowhere near Docker’s valuation during any of its last funding rounds. Indeed, it’s no secret that Docker’s fortunes changed quite a bit over the years, from leading the container revolution to becoming somewhat of an afterthought after Google open-sourced Kubernetes and the rest of the industry coalesced around it. It still had a healthy enterprise business, though, with plenty of large customers among the large enterprises. The company says about a third of Fortune 100 and a fifth of Global 500 companies use Docker Enterprise, which is a statistic most companies would love to be able to highlight — and which makes this sale a bit puzzling from Docker’s side, unless the company assumed that few of these customers were going to continue to bet on its technology.
Update: for reasons only known to Docker’s communications team, we weren’t told about this beforehand, but the company also today announced that it has raised a $35 million funding round from Benchmark. This doesn’t change the overall gist of the story below, but it does highlight the company’s new direction.
Here is what Docker itself had to say. “Docker is ushering in a new era with a return to our roots by focusing on advancing developers’ workflows when building, sharing and running modern applications. As part of this refocus, Mirantis announced it has acquired the Docker Enterprise platform business,” Docker said in a statement when asked about this change. “Moving forward, we will expand Docker Desktop and Docker Hub’s roles in the developer workflow for modern apps. Specifically, we are investing in expanding our cloud services to enable developers to quickly discover technologies for use when building applications, to easily share these apps with teammates and the community, and to run apps frictionlessly on any Kubernetes endpoint, whether locally or in the cloud.”
Mirantis itself, too, went through its ups and downs. While it started as a well-funded OpenStack distribution, today’s Mirantis focuses on offering a Kubernetes-centric on-premises cloud platform and application delivery. As the company’s CEO Adrian Ionel told me ahead of today’s announcement, today is possibly the most important day for the company.
So what will Mirantis do with Docker Enterprise? “Docker Enterprise is absolutely aligned and an accelerator of the direction that we were already on,” Ionel told me. “We were very much moving towards Kubernetes and containers aimed at multi-cloud and hybrid and edge use cases, with these goals to deliver a consistent experience to developers on any infrastructure anywhere — public clouds, hybrid clouds, multi-cloud and edge use cases — and make it very easy, on-demand, and remove any operational concerns or burdens for developers or infrastructure owners.”
Mirantis previously had about 450 employees. With this acquisition, it gains another 300 former Docker employees that it needs to integrate into its organization. Docker’s field marketing and sales teams will remain separate for some time, though, Ionel said, before they will be integrated. “Our most important goal is to create no disruptions for customers,” he noted. “So we’ll maintain an excellent customer experience, while at the same time bringing the teams together.”
This also means that for current Docker Enterprise customers, nothing will change in the near future. Mirantis says that it will accelerate the development of the product and merge its Kubernetes and lifecycle management technology into it. Over time, it will also offer a managed services solutions for Docker Enterprise.
While there is already some overlap between Mirantis’ and Docker Enterprise’s customer base, Mirantis will pick up about 700 new enterprise customers with this acquisition.
With this, Ionel argues, Mirantis is positioned to go up against large players like VMware and IBM/Red Hat. “We are the one real cloud-native player with meaningful scale to provide an alternative to them without lock-in into a legacy or existing technology stack.”
While this is clearly a day the Mirantis team is celebrating, it’s hard not to look at this as the end of an era for Docker, too. The company says it will share more about its future plans today, but didn’t make any spokespeople available ahead of this announcement.
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VMware acquires ML acceleration startup Bitfusion
VMware today announced that it has acquired Bitfusion, a former participant in our Startup Battlefield competition. Bitfusion was one of the earliest companies to help businesses accelerate their complex computing workloads on GPUs, FPGAs and ASICs. In its earliest iteration, over four years ago, the company’s focus was less on AI and machine learning and more on other areas of high-performance computing, but, unsurprisingly, that shifted as the interested in AI and ML increased in recent years.
VMware will use Bitfusion’s technology, which is vendor- and hardware-agnostic, to bring similar capabilities to its customers. Specifically, it plans to integrate Bitfusion into its vSphere platform.
“Once closed, the acquisition of Bitfusion will bolster VMware’s strategy of supporting AI- and ML-based workloads by virtualizing hardware accelerators,” writes Krish Prasad, senior vice president and general manager of VMware’s Cloud Platform Business Unit. “Multi-vendor hardware accelerators and the ecosystem around them are key components for delivering modern applications. These accelerators can be used regardless of location in the environment – on-premises and/or in the cloud.”
Prasad also notes that to get the most out of hardware accelerators like GPUs, most enterprises deploy them on bare metal. VMware, however, argues that this leads to poor utilization and poor efficiencies (as it would, of course, given that it is in the business of virtualization). “This provides a perfect opportunity to virtualize them—providing increased sharing of resources and lowering costs,” writes Prasad.
The two companies did not disclose the price of the acquisition. Bitfusion had raised $5 million in 2017 and a smaller, strategic investment from Samsung Ventures in 2018.
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Atlassian acquires AgileCraft for $166M
Atlassian today announced that it has acquired AgileCraft, a service that aims to help enterprises plan their strategic projects and workstreams. The service provides business leaders with additional insights into the current status of technical projects and gives them insights into the bottlenecks, risks and dependencies of these projects. Indeed, the focus of AgileCraft is less on technical teams than on the business teams that support them and help them manage the digital transformation of their businesses.
The price total of the acquisition is about $166 million, with $154 million in cash and the remainder in restricted shares.
“Many leaders are still making mission-critical decisions using their instincts and best guesses instead of data,” said Scott Farquhar, Atlassian’s co-founder and co-CEO, in today’s announcement. “As Atlassian tools spread through organizations, technology leaders need better visibility into work performed by their teams. With AgileCraft joining Atlassian, we believe we’re the best company to help executives align the work across their organization – providing an all-encompassing view that connects strategy, work, and outcomes.”
As the name implies, AgileCraft focuses on the Agile methodology, though it also offers a bit of flexibility there with support for frameworks like SAFe, LeSS and Spotify. It supports pulling in data from tools like Atlassian’s Jira, but also Microsoft’s Team Foundation Server, IBM’s RTC and other services.
Atlassian will continue to operate AgileCraft, which had raised about $10.1 million before the acquisition as a standalone service. “We will continue to focus relentlessly on our customers’ success,” writes AgileCraft’s founder and CEO Steve Elliott. “We remain dedicated to pioneering enterprise agility and are thrilled to team up with the outstanding people at Atlassian to help our customers thrive.”
Over the years, Atlassian started embracing users and use cases for its tools that go beyond its core tools for developers. Jira and Confluence are the prime examples for this. Today’s acquisition continues this trend in that AgileCraft aims to bring to the rest of the company many of the methodologies that tech teams use.
“One of the critical roles we play for lots of organizations is in helping drive this kind of digital transformation where we’re really empowering the teams that are building and developing the kind of technology that moves our customers forward,” Atlassian president Jay Simons told me. “AgileCraft basically complements all of that by extending visibility into what teams are using Atlassian products to do up into key stakeholders and leaders in the business that are trying to manage better visibility at a portfolio or program level.”
Simons also stressed that AgileCraft already has very strong integrations into the existing Atlassian tools — and indeed, that was one of the main drivers of the acquisition. He noted that the company plans to improve those and think about additional patterns. “We’ll continue doing what we’re doing,” he said.
Simons also noted that he expects that a lot of Jira customers will now look at AgileCraft as an additional tool in helping the businesses manage their business’s digital transformation.
Atlassian doesn’t typically make a lot of acquisitions. Its pace is close to about one major buy per year. Last year, the company picked up OpsGenie for $295 million. In 2017, it acquired Trello for $425 million, the company’s biggest acquisition to date. Other major products the company has acquired include StatusPage, BlueJimp, HipChat and Bitbucket (all the way back in 2010).
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About.me acquired by mobile-first small business startup Broadly
Personal homepage startup About.me has been acquired. Again! The company, once bought by AOL for a reported $35 million, decided a couple years after the deal to go it alone, and spun About.me back out to become an independent company. Today, About.me announced it’s being acquired by the Oakland-based startup Broadly.
About.me founder and True Ventures partner Tony Conrad called the deal “definitely a meeting of the minds,” as About.me has been more recently focused on helping people and companies showcase their professional talents and skills, while Broadly creates tools that help small businesses stay connected to their customers.
Today Broadly offers web chat, text, email, online review collection and team messaging — all in its own mobile app.
However, its biggest draw is its online review platform that makes it easier for happy customers to quickly leave the business a positive review on any review site, including Google, Facebook, TripAdvisor and others.
Last September, Broadly raised $10 million in Series B funding, co-led by original investor Foundry Group and new partner Calibrate Ventures. The funding was allocated toward further product development and hiring — both things which an About.me acquisition can now help to expedite. The company also last year launched its small business-focused web chat feature in its app, and snagged the No. 107 spot on the 2018 Inc. 500 list of fastest-growing private companies in the U.S., which cited its 2017 revenue as $4.7 million.
Terms of the About.me deal were not disclosed, but it is an all-stock acquisition we understand, and one Conrad feels positive about.
In addition, the majority of About.me’s team is joining Broadly as a result of the acquisition, which will bring Broadly’s total team to more than 75. This includes About.me’s CEO Mindy Lauck, whose background includes time at Adobe Systems, NBCUniversal and E*Trade Financial. She becomes Broadly’s vice president of Product following the deal’s closure.
Conrad said he wanted to find About.me a new home with a company that was a good fit.
“It was important to the About.me leadership team to join forces with a company that had a strong go-to-market strategy and a similar level of passion for serving small business owners, who are an integral part of
keeping our economy strong and vibrant,” said Conrad. “We found that in Broadly and see the very real potential for powerful future growth as a result of this alignment,” he added.
At Broadly, Lauck will be focused on expanding the company’s existing product suite to support the full range of the small business owners’ needs — that will include About.me’s technology. The plan is to offer the About.me pages to Broadly’s small business user base going forward.
“The About.me product is another frictionless mechanism for helping small businesses promote themselves and start capturing leads, which aligns well with our mission and brand,” said Josh Melick, CEO and co-founder of Broadly, in a statement. “More personally, we’re thrilled to welcome the About.me team to the Broadly family – we’re even stronger together,” he added.
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Adobe acquires Allegorithmic, makers of the Substance texture tools
Adobe today announced that it has acquired Allegorithmic, the French company behind the Substance tools for creating textures that are widely used by AAA game creators, as well as visual effects artists, animators and designers. Over time, Adobe will bring many of Allegorithmic’s technologies to its various Creative Cloud tools, many of which already offer complementary tools. Beyond those integrations, though, what this acquisition is really about is the fact that 3D design and creating 3D content is becoming increasingly important for the creatives who use Adobe’s tools. With Adobe Dimension and, more recently, Project Aero for creating AR experiences, the company has started focusing on 3D, and this acquisition will bring both talent and technology to the company.
It’s worth noting that Adobe previously invested in Allegorithmic and that Dimension already features integration with Substance, so today’s announcement has clearly been in the works for a while.
As Adobe’s chief product officer Scott Belsky told me, it’s worth remembering that many of Adobe’s most important products today were acquisitions, including Photoshop back in 1990. “Adobe is a company that has always embraced new DNA and has grown through these critical acquisitions,” he said, and noted that Adobe always looks to these acquisitions to see how it can change through them — not how it can change the company it acquires. “For Creative Cloud, this is one of these acquisitions,” he added.
He also noted that while Substance has been around for more than 15 years, there’s a lot of tailwind in the industry now that it’s often easier to render and image than set up a photo or video shoot and then edit and retouch those images. Adobe, of course, wants to catch as much of that tailwind as possible.
Adobe’s Stefano Corazza, who is the company’s head of AR, also noted that the Allegorithmic team was among the first to focus on physics-based rendering and that tools like Substance will become increasingly important as creatives try to build realistic AR experiences that need to be as photorealistic as possible — and to do that, you need to be able to create materials that are able to reflect light properly, for example. He also stressed that new technologies like Nvidia’s RTX raytracing hardware will keep pushing the boundaries on photo realism.
The current Substance product line will remain intact, by the way. Adobe obviously knows that it is acquiring a set of tools that have been used for creating games like Assassin’s Creed, Forza and Call of Duty, but also movies like Blade Runner 2049. Those use cases aren’t going away. But while Adobe obviously has a long history in the movie industry, this is also a move that takes it deeper into the world of game development. Don’t expect to see Adobe launch a competitor to Unity or other game development tools, though. What Belsky seems to be more interested in — besides the existing use cases — is to enable a wider range of people to make objects in games, for example. He noted there’s already a flourishing number of games that allow players to use their own objects and textures, for example, and Adobe wants to offer tools for them, too.
The two companies did not disclose the price of the acquisition.
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