ItsOn Provides A Better Way For Mobile Services To Be Delivered and Consumed

ItsOn Inc. is a smart mobile service company that recently raised $15.5 million in Series B funding led by Andreessen Horowitz.  SV Angel and Jim Davidson’s investor group participated in this round as well.  ItsOn has created a new way for mobile services to be delivered, purchased, and consumed.  ItsOn’s has built direct-to-consumer services and cloud-based solutions that will serve the needs of both mobile services and content providers.

ItsOn LogoItsOn was co-founded by Dr. Greg Raleigh and Charles Giancarlo.  The company is looking to solve a problem where service plans and the underlying network technology are still rooted in the voice-only era, which forces “one-size-rots-all” antiquated service plans for consumers.  By using ItsOn, consumers and businesses will be able to access a fully customized service experience suited for their needs.

“As the feature phone goes by the wayside, a new level of personal connectivity is becoming central to our identity in the form of the smartphone. But mobile service plans are not keeping up,” stated Andreessen Horowitz partner and co-founder Marc Andreessen. “ItsOn addresses a universal problem that has never been solved. It is the ultimate usage based model of the future. The company’s cloud-based technology is the leap forward needed to unlock the next wave of growth and financial opportunity in mobile. We believe ItsOn is about to change this industry.”

ItsOn’s cloud-based platform has flexibility and real-time service customization for mobile operators and service providers.  Businesses that work with ItsOn can target specific user demographics and device types with a in little development time or market risk.

ItsOn’s mobile partners will be able to strengthen their brand awareness, improve targeted app placement, and their app service sponsorship.  Some examples include free social networking with voice services, sponsored online shopping, and sponsored news services.

“ItsOn provides 3G and 4G wireless consumers and enterprise business managers with complete, real-time visibility and control over their voice, text and more importantly, data usage. Mobile service consumers are finally empowered to choose exactly which mobile services they need and how much they want to spend—eliminating over-charging and bill shock,” stated ItsOn founder, chairman, and CEO Dr. Greg Raleigh. “Consumers can select, monitor, control and share all of their mobile services as they wish, instantly from their phone, tablet or PC without the inconvenience of talking to a sales associate, calling a support center or logging into a website.  People will be able to take any ItsOn enabled device out of the box and simply start using whatever services they desire.”

Since the smartphone era is causing an explosion in data, mobile networks are finding ways to to optimize bandwidth.  ItsOn eliminates the misalignment that is between escalating data costs for network operators and revenues by providing cost transparency.  Consumers are also given complete control of tailored mobile services.  This will help drive profitable, scalable, and attractive mobile operator and MVNO business models.

Marc Andreessen will become an active advisor to the company.  He joins ItsOn board member and former head of Verizon Wireless Jim Straight.

Dr. Raleigh invented and commercialized 4G “MIMO” wireless technology and the newest WiFi technology.  Dr. Raleigh also led and created the launch of the Qualcomm Gobi global mobile Internet product line.  He founded Clarity Wireless (sold to Cisco Systems) and Airgo Networks (sold to Qualcomm).

Mr. Giancarlo founded several influential networking technology companies.  He led Cisco’s overall product development and management activities for a decade.  He was also on the boards of Skype, Accenture, and Netflix.

ItsOn was in stealth mode since 2008.  Their previous investors include Vodafone Ventures and Verizon Investments.

This article was written by Amit Chowdhry. You can follow me at @amitchowdhry or on Google+ at
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