Interviews

RealityMine: Apadmi founder innovates in the mobile world all over again

2 min read

04 March 2015

Deputy Editor, Real Business

Garry Partington has worked in the mobile industry since 1999 and was a member of the team who helped to develop the first smartphone - the Ericcson R380. In 2009 he founded Apadmi, the UK’s leading mobile app developer that recently ranked within the top ten global app developer list by SourcingLine. This experience has lent a helping hand in the creation of RealityMine, one of this year’s Everline Future 50 disruptors.

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Name: RealityMine
Industry/sector: Mobile behaviour analytics
Date founded:  2012
Founder: Garry Partington
Location: Manchester

In 2011, Partington identified the opportunity for providing successful insight into how consumers are using their mobile devices. He recognised that such findings could provide useful information for businesses looking to understand more about consumer behaviour. Thus RealityMine, a mobile behaviour tools, technologies and big data analytics company, was founded in April 2012. 

“There are 9bn connected devices in the world today, including smartphones, smart TVs, tablets, laptops and games consoles and usage is exploding on a global basis,” explained Partington. “Connected devices offer one of the best opportunities to understand how consumers behave and what is driving ongoing changes in their behaviour.” 

In November 2013 RealityMine acquired States-based company, Media Behaviour Institute, and its TouchPoints product. The combination of the two companies’ service offerings and products has enabled RealityMine to “deepen existing global customer relationships by cross-selling the enhanced portfolio”.

With the ongoing explosion in the use of connected devices, thirst for the kind of detailed, real-time single-source analysis that RealityMine can provide is only going to become more sought after as all types of businesses seek to understand consumer behaviour better in an effort to engage directly and appropriately with their target customers.

The company has recently received new funding from the North West Fund for Digital and Creative, the Greater Manchester Investment Fund, and the GP Bullhound Sidecar Fund –as well as Simon Wilkinson, former CEO of mobile handset software and services firm Myriad Group, who has also joined the company’s board. 

The new investment adds to the £600k raised in 2011, and £1.6m secured last year. 

“RealityMine has attracted a total of £2.2m of investment across the last 18 months which is a great endorsement of the team, the business opportunity and the unique technology we have developed,” said Partington. “We have grown by over 300 per cent revenue in the last 12 months and, with the help of the new funding, are on target to achieve similar growth in 2015.”

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