Interview with Onavo’s Guy Rosen (TCTV)
by Mike Butcher
on April 29, 2011

Onavo, as we just reported, is a magical iPhone app which literally shrinks the data your phone uses and thus your roaming data bill when you are travelling. It launches today and I caught up with CEO and co-founder Guy Rosen at The Next Web conference in Amsterdam.

I’ve actually been using Onavo for weeks, since a trip to Tel Aviv and a random meeting with Rosen. Although the compression happens on Onavo’s servers, it’s changed nothing about my iPhone use – other than the fact that it’s saving a noticeable amount on roaming costs when I am travelling in Europe. It may even be between 20-30%.

That of course is highly disruptive, and will be of great interest to both users and carriers.

While free, Onavo plans to do some interesting things with its service. They are not yet revealing these but I think we can speculate that evenutally there may be some premium aspect to this. But whatever happens I think I’d rather pay Onavo a small amount than a LOT to my carrier. This is quite simply a “must download” app for iPhone users. Here’s an iTunes link.

Here’s the interview:

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  • http://www.cloudsafe.com Roberto Valerio

    I really really want to know how this works by using the regular Apple iOS SDK – since as far as I know you are not able to modify network I/O of other apps. Anyone?

  • Sdberg04

    Starts off informative, finishes as misleading cheap ad to sell Ap to immature prey. Oh tech crunch, don’t get greedy! How many warrants did they promise you.

  • http://twitter.com/MarketMeSuite MarketMeSuite

    Thanks for this Mike – I’m going to download it today! Aren’t you supposed to be enjoying the Royal Wedding? You seem hard at work :)
    ~Tammy, CEO @MarketMeSuite

  • http://www.cloudsafe.com Roberto Valerio

    Ok. Does not work as advertised. Was already wondering. The change your AP (access point) settings via a new certificate. That´s quite a problem since a lot of hones will not accept this – especially the ones already bundled with a data plan.

    Question: Does anyone test the product before running it as a finalist at TNW? ;-)

  • http://www.visionsmarts.com Benoit Maison

    You know what they say: if it seems too good to be true… Onavo should at least explain how they are doing it, if they want people to entrust all their data to them. It’s not like their competitors would not find out anyway. But I see no technical info on their web site whatsoever.

  • http://www.facebook.com/profile.php?id=1054524717 Boris Stock

    It is much “easier” accomplished as we all think. They trigger the app to open an URL with a configuration profile in Safari (like the carrier settings profile for example).

    If you look at the details of the profile you will see they configure a proxy server. From then on when you install the profile all your data goes through the proxy server. But this means only the data you receive is compressed and not the data you sent.

    In addition they track IP’s and URL’s to show you how much each service consumes.

  • http://twitter.com/dvirreznik Dvir Reznik

    Benoit,
    Onavo installs a proxy on your iPhone, routing the traffic through our cloud servers, where the compression magic is taking place. The app only displays the data usage. You can read more on our FAQ page: http://www.onavo.com/faq

  • http://www.visionsmarts.com Benoit Maison

    Thanks! Still a bit light on technical details, but much better.

    I don’t see any link to the FAQ on the web site?

  • http://twitter.com/guyro Guy Rosen

    It works OK

  • http://www.cloudsafe.com Roberto Valerio

    Great, add this error to your FAQ then: http://i56.tinypic.com/16ry94.png

  • http://meandeangreen.com/post/4711627805/spor-aletl3ri-kisisel-bakim-beslenm3 Beslenm3

    Mike thank you, awesome reported

  • Lee

    Didn’t Palm do something similar, when they first offered web browsing on the their devices?

  • http://twitter.com/dvirreznik Dvir Reznik

    It’ll be there ;-)
    Sorry for that.

  • Memi

    Just to make sure –
    Will it compress also the data passed between native apps (ie. TweetDeck) and their servers, or just the data downloaded by Safari?
    And what about FireFox, Opera etc? Will their data will be compressed too?

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  • Anonymous

    Sounds like a poor cousin of a fundamental blackberry feature. It’s interesting to see all the things that people said were irrelevant about blackberry are not so irrelevant after all. It’s a shame that that blackberry has flaws that mask its advantages so well.

  • http://www.lasik-koeln.info/augenlaser/faq-augenlasern/ Augenlasern

    What a report?

  • http://twitter.com/guyro Guy Rosen

    It compresses data from all apps, not just web. Opera uses its own compression, will get back regarding Firefox.

  • SewerynZielinski

    The idea has been around for years and was made big with OperaMini which has 170 million users and is 100% free. Opera is open about how they operate and where their revenue comes from.

    Onavo is on a major worldwide marketing blitz starting a few days ago and it seems they are slightly misleading about how it works. The fact that they collect information about your internet usage is buried deep in their privacy policy.

    Onavo changes (or has you change) your connection settings so that all internet traffic routes through a proxy server they control. The only way they save on your mobile data volume is by reducing the quality of the fonts and images that they intercept as it passes from the web, to them and then to your phone.

    Their marketing implies it runs as a service on your phone and compresses data with its “magical shrinking machine.” The app itself appears to do nothing but log into your account on their servers to look at a record of how much data they pulled from the web for you and how much they trimmed it by reducing the quality before it gets passed to your phone.

    They also cache web traffic on their servers to optimize their own bandwidth so I would assume it’s possible you aren’t guaranteed a fully refreshed page from the web when your traffic passes through Onavo. They don’t advertise that information. It’s only mentioned in their license agreement.

    Onavo says they will be charging a subscription fee for premium services and intends to use your data in an aggregated form for profit.

    People who appreciate their privacy probably don’t want all of their e-mail, facebook, twitter, etc routing through the servers of a company that isn’t 100% upfront about how the service works.

  • http://wploft.com Christian Nussbaumer

    Hi Guy,

    I think it’s a great idea! Is there an Android version planned as well?

  • http://wploft.com Christian Nussbaumer

    I think the basic concept of compressing download data by using a special proxy is a good idea. I only see one “danger” or downside using this app: What if the cloud proxy goes down, your phone can’t access any data then while you’re on the road. You still have WIFI but I think this could be a risk… other than that, I love the concept as long as my privacy is protected (no peeking at my data)!

  • http://profiles.google.com/jeetensheth Jeeten Sheth

    It surely is Disruptive!

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  • http://www.accepting-card-payments.co.uk David J Smith

    i can see a lot of potential with this excellent app.

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  • CoralieTheberge

    People who appreciate their privacy probably should investigate this much further before they send all of their e-mail, facebook, twitter, and web browsing traffic through the servers of a company that isn’t clear about what they will be doing with all of the information they collect about you.

    The license agreement and privacy policy that you agree to by using the application are both subject to change and Onavo says it’s your responsibility to check their website often for changes to the agreements. I did not see anything in the agreement that says what Onavo will do with all of your data if you terminate the agreement either. If it’s there, I missed it. If it isn’t there, that is a big issue. Does removing the app from your phone terminate the agreement? Who knows.

  • http://twitter.com/CampbellIsabel Isabel Campbell

    Being deceptive about how it works was stupid when in fact you want to run a trusted proxy. Why should you be trusted if you introduce yourself to us with a lie?

  • http://twitter.com/jonburg Jon Burg

    I’ve been using Onavo for a few weeks now, simply an incredible app!

  • Alap

    I’m having a lot of problems using evernote when onavo is running. Does anyone know how to enable evernote to work the onavo proxy?

  • http://www.facebook.com/profile.php?id=501408762 Jeff Frese

    Brilliant!

  • http://twitter.com/seoeglenceli seo

    nice video thanks admin.

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