Motorola Mobility Goes Holiday Shopping, Scoops Up Video Guide Start-Up SetJam

by Gaurav Kheterpal on December 23, 2011

It’s been an eventful year for the mobile industry and I have no doubt that the ‘2011 Deal of the Year’ award goes to Google’s high-profile acquisition of Motorola Mobility in August. Though most Android partners lauded the acquisition; quiet concerns were raised that Google would begin to favour Motorola over its other partners.

As things stand, the Google – Motorola Mobility deal is still stuck in regulatory hurdles in Europe and as we learnt with the AT&T T-Mobile episode, the tide can swing both ways. Irrespective of how things pan out, Google’s Android boss Andy Rubin has set the record straight in public stating that Motorola will be getting no special treatment and Google is not using the acquisition to enter the mobile hardware market.

Even as uncertainty prevails over Motorola Mobility’s proposed alliance with Google, the former has acquired video discovery start-up SetJam. The acquisition is expected to boost Motorola’s TV set-top box offerings by offering a rich and diversified entertainment portfolio.

Interestingly, SetJam describes itself as “building the future of TV” and Google’s Eric Schmidt recently claimed that 2012 will be a defining year for Google TV. Is Motorola Mobility merely a pawn in this grand game and there are Google’s broader interests at play here? Time will tell.

SetJam is based in New York-and has about a dozen employees. Though the company raised less than $1 million since being founded in 2009, it has an impressive list of customers including Hulu, Netflix, Amazon, Cartoon Network, MTV, Disney, Nickelodeon, Adult Swim, Spike, iTunes, TBS, CBS, WB, FX, South Park Studios, Comedy Central, CrunchRoll, FOX, TNT and Crackle. Though the company started off as a consumer-facing Web site, it now operates as aB2B service which offers web widgets, a downloadable database (XML), REST API and custom integration for various players via data partnerships, product strategies, interface design, custom data and custom development.

According to VentureBeat, SetJam CEO Ryan Janssen confirmed the acquisition in an e-mail stating

“I’m writing to let you know that today SetJam was acquired by Motorola Mobility. We are all very excited about this transition here at SetJam. Motorola and SetJam share the vision of making content delivery, discovery, and consumption seamless across any screen, and as a world leader in video technology, Motorola will provide us with unprecedented levels of reach and distribution.”

SetJam technology seems to be a natural ally for Motorola’s TV set-top boxes as well as Google TV, thereby enabling people to search for video content on the Web via their TV. It’s an interesting move, especially considering the fact that Motorola Mobility may soon no longer exist as an independent entity itself.

Did you like this post? publishes daily news, editorial, thoughts, and controversial opinion – you can subscribe by: RSS (click here), or email (click here).

Written by: Gaurav Kheterpal. Follow TheTelecomBlog.comby:RSS,TwitterFacebook, or YouTube.

Previous post:

Next post: