Mogeneration
Oomph helps publishers and advertisers dynamically convert assets into exceptional digital experiences across all channels.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor | €0.0 | round |
| investor investor investor | €0.0 | round | |
| N/A | Seed | |
| Total Funding | 000k | ||
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Mogeneration, founded in 2008 by former News Corporation employees Keith Ahern and Tom Adams, was an early entrant in the Australian tablet and mobile application development market. Ahern's background as a mobile technology manager at News Corp directly informed the company's initial direction, securing The Australian's first iPhone app as its inaugural project in 2009. The company operated by developing digital publishing solutions for clients, aiming to transform traditional print content into interactive media for platforms like tablets and mobile devices.
The firm initially gained traction as part of the Pollenizer tech incubator in Sydney, eventually developing over 70 iOS and Android applications for a client roster that included notable names like ACP Magazines, PwC, and Mumbrella. In 2011, Mogeneration rebranded to Oomph, signaling a focused push into the digital publishing space. Its platform was designed to automate media production, enabling publishers and enterprises to convert print advertising into interactive digital formats for a multi-platform experience. The business model centered on providing these development and platform services to publishers struggling to monetize their digital app investments.
Despite early promise and receiving venture capital from investors such as Adventure Capital, Pollenizer, and SOSV, the company faced the widespread industry challenge of monetizing tablet publications. Co-founder Tom Adams departed the business in 2014. In March 2017, the assets of Oomph were sold to a Sydney-based digital marketing agency, Daily Press. Following the asset sale, founder Keith Ahern relocated to his native Ireland to launch a new venture in the augmented reality space. The original company, Mogeneration, officially entered into liquidation in May 2018.
Keywords: digital publishing, mobile application development, tablet publishing, media production automation, interactive media, iOS development, Android development, content monetization, AdTech, multi-format digital content, print to digital conversion, Australian startup, Pollenizer incubator, News Corp alumni