When Yahoo acquired IntoNow last spring, the “technology powered media company” sought ways to connect users playing around with their iPhones and iPads with content that they were watching on TV. Today, about 80 percent of users watch television with some sort of mobile device in their hands. But mostly what they’re doing is checking email and playing Angry Birds. Now if only there were some app that could get them to pay attention to TV-type stuff while commercials are on. That’s what IntoNow and other second screen apps are all about.
Anyway, the newest IntoNow release — the company’s third major update — takes a step back from earlier versions, which were focused on TV discovery and sharing metadata with users. It found that users were getting little actual utility out of those features, and they weren’t coming back for more, according IntoNow GM Adam Cahan. So the team set about re-imagining ways it could promote more interaction with the app.