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Super stealthy mobile services startup ItsOn says it’s going to change the way mobile subscribers use data. So investors are giving it some money.

The company is getting a $15.5 million funding round from Andreessen Horowitz, SV Angel, and an investor group led by Jim Davidson.

While ItsOn doesn’t plan to announce the full extent of what it does until next year, the company does lay out the problem it solves fairly simply: Our wireless data networks are ancient and not prepared to sustain the rapidly increasing burden of smartphone data use.

The company plans to offer wireless customers real-time visibility and control over their voice, text, and data services. This is a big deal for any major carrier, because giving consumers more control could mean getting more of them to sign up for more extensive data plans.

The other big component of ItOn’s product is sponsorship, which will allow brands to pay for discrete kinds of data. Imagine a video service like YouTube sponsoring a big streaming event with free video data, or Amazon shelling out cash so that customers can browse its site at higher speeds. For ItsOn, these type of things aren’t out of the realm of possibility.

Founded in 2008, ItsOn is headquartered in Redwood City, Calif. The company has raised around $24.4 million to date.

Photo: Mike Johnson/


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