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February 03, 2014

Yahoo Closes Down IntoNow Second Screen App

When Marissa Mayer took over at Yahoo the plan was to have her take the company to new heights and take it out of the revenue tailspin its been in for several years now. Most analysts agree that while the company has had some successes, the full turnaround simply hasn’t happened yet and that’s making some investors a bit nervous. The announcement that the firm is shutting down IntoNow, three years after adding the company to its stable, can’t be making investors feel any better.

IntoNow is a second screen application that Yahoo purchased just 12 weeks after it officially launched. With the shutdown, the application has been taken off of the Apple App Store and Google Play. An email was sent out to users that the application would no longer function after March 31. Being one of many applications that allowed users to “check in” when someone was watching a program, IntoNow apparently never got more popular than it was when Yahoo brought it under its rather large umbrella.

In fact, IntoNow and the other applications that allowed people to share what they were watching on social networks were never all that popular. It was actually the relatively popularity of sites like Four Square made people think that similar services might take off as well. Yahoo apparently gambled on the ability of IntoNow to continue to bring in users. That gamble didn’t pay off.

The application was supposed to be a bit of a goldmine for advertisers, because they would know exactly what people were watching from one minute to the next.  Ads could also be served up on both screens, getting even more eyeballs on various products. Users never found any real use for the second screen technology that the app offered and Yahoo finally decided to cut its losses.

For its part, Yahoo says that while the application is going to be killed off, technology that powers it won’t. Yahoo Smart TV and the Loops feature in the Yahoo Sports iOS 7 app both use the ACR feature that IntoNow featured.

Edited by Cassandra Tucker

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