This morning I received the Press Release announcing that Yahoo! had acquired Tense Kft, better known as Indextools, one of the most powerful Web Analytics solutions in the market.
With this agreement Yahoo! is seeking to provide its clients with better marketing information in order to improve the results achieved with Yahoo!s platforms.“Yahoo! believes that the ability to generate the most valuable and relevant insights is essential to seizing market opportunities and creating successful campaigns,“ said Bassel Ojjeh, senior vice president and head of Yahoo!’s Strategic Data Solutions group. “We expect that the IndexTools’ technology platform will provide our customers the opportunity to more quickly uncover and act on these insights, enhancing Yahoo!’s status as a partner of choice in online marketing and the must buy for the world’s advertisers.”
The big problem with this announcement is the Buzz about Indextools would be free. Why? Because at this point that is not true, but the people are expecting a free version of Indextools, so any announce against this will generate discontent in the market. Why? Because history tells us that Google bought Urchin to develop Google Analytics (free), then Microsoft bought Deepmetrix to develop Gatineau (Free), and now Yahoo! acquire Indextools…so it is impossible that people don’t think… “Indextools for free !!!”. Actually please don’t forget what happened with the five dollars Gatineau Registration Process…and we was talking just about five dollars (ok, it was a betta…right, but we was talking about just five dollars!!!)
Well, the news is very recent, so we must wait a bit more to know what are Yahoo!’s plans with this acquisition, just remember what I said some posts ago… Since Gatineau nothing will be ever the same