Technology

Google buys new startups-Emu and Directr

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MUMBAI: Google recently acquired two start-up companies; a movie making app Directr and a messaging app Emu. The acquisitions were made to augment its messaging technology and its video advertising business.

 The move was confirmed by the Emu team on its website. The announcement said, “As of 25 August 2014, we'll be shutting down the Emu app. It will no longer be available in the App Store and existing users won't be able to send, receive or download messages."

Founded by a former employee of Apple and Google Gummi Hafsteinsson and Dave Feldman, who previously worked for Microsoft and Yahoo, Emu, the instant mobile messaging app also integrates Siri or Google Now-like virtual assistant.

 "We know it's an inconvenience and we regret that," Emu said on its website.

The Emu messenger app made its debut on Android in October last year, while the Emu for iPhone app began in April this year.

Google’s YouTube unit acquired a mobile-video app Directr- a two-year old company used by small businesses to create marketing promotional videos. According to an announcement by the company, the app will now be available free without the in-app fees, which was up to $500 for the premium offering.

Corroborating the acquisition, the Directr team said “We are incredibly excited to take the next step on that journey and announce that we are joining the video ads team at YouTube. For now, everything you love about Directr is staying the same and we'll continue to focus on helping businesses create great video quickly and easily. One immediate bonus: Directr will soon be all free, all the time.”

Directr offers a mobile app for Apple iOS platform that makes it easy for small businesses to shoot, edit and upload short videos. It assists users with frame selection and building a storyboard, adding background music, and subtitles. The Directr iOS apps come in two variants; one for personal use and one for business.

YouTube also declared the acquisition on Google+ saying, "Directr is joining the YouTube ads team, where they'll help us make it easier for advertisers to create and upload awesome videos."

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