mmhmm Eats Macro - Nutritional Information & Analysis

Mmhmm Acquires Macro to Enhance Virtual Meeting Experiences

Mmhmm, the video-conferencing software company established by Evernote’s founder Phil Libin, envisions a future where virtual meetings are engaging, adaptable, and emotionally resonant. This vision is reinforced by their recent acquisition of Macro, a firm specializing in tools designed to alleviate the pressures of online meetings and foster stronger interpersonal connections.

Deal Details and Background

Discussions between Mmhmm and Macro commenced in late September, culminating in a completed transaction within weeks. While the financial specifics remain undisclosed, Mmhmm’s recent $100 million funding round demonstrates their financial capacity for strategic acquisitions.

Macro, founded in 2019 by Ankith Harathi and John Keck, had previously secured $4.3 million in venture funding from investors including FirstMark Capital, General Catalyst, and Underscore VC. Unlike Mmhmm’s focus on customizing video feeds, Macro concentrates on modifying the user interface itself.

Key Features of Macro

A notable feature of Macro is Airtime, which gauges participant speaking time during a meeting. This functionality dynamically adjusts video sizes based on engagement levels, aiding teams in identifying influential voices and encouraging quieter members to contribute.

Furthermore, Macro provides customizable windows for unique screen presentations and a variety of visual filters. Importantly, Macro is compatible with MacOS and any Zoom client, ensuring accessibility even for users not directly utilizing Mmhmm.

Strategic Rationale for the Acquisition

Following their initial funding, Harathi and his co-founder considered options for Macro’s future: continued independent development, further fundraising, or a strategic partnership. Increasing competition within the Zoom ecosystem presented both validation and developmental challenges.

They recognized that Mmhmm possessed crucial functionalities essential for success in the evolving video-conferencing landscape. Harathi explained that both companies were grappling with how to humanize virtual interactions.

“How do you create meetings that are more human? How do you adapt them to reflect who we are, rather than confining expressive individuals into rigid structures?” Harathi posed during early discussions with Libin’s team. “They were evaluating a camera-centric approach versus a client-side approach, and they made one choice, while we pursued the other.”

Mmhmm’s Vision for the Future of Video

Libin emphasized the importance of seamless transitions between asynchronous and synchronous communication. He believes the future of video lies in the ability to effortlessly switch between recorded and live formats.

Harathi added that a successful application must accommodate the diverse ways people communicate in a distributed environment, encompassing spontaneous calls, in-depth discussions, and critical presentations.

Source: https://techcrunch.com/2021/07/28/the-mmhmm-story-and-how-it-plans-to-spend-its-100m/

Building Expressive Virtual Spaces

Libin’s overarching goal for Mmhmm is to redefine video as a medium for self-expression and relationship building. He believes fostering trust in virtual environments is inherently challenging.

By expanding the possibilities within Zoom rooms through Mmhmm and Macro, he hopes to create more opportunities for understanding and connection. The customization options – room choices and effects – allow individuals to express their personality.

“These elements bring us closer to the experience of interacting in person and getting to know one another. The foundation becomes significantly more expressive,” Libin stated.

Previous Acquisition and Team Integration

Macro represents Mmhmm’s second acquisition to date. Previously, Mmhmm acquired Memix, a startup specializing in filters for enhancing pre-recorded and live videos with adjustments to lighting, background details, and overall screen appearance.

Memix’s technology now forms the core of Mmhmm’s current offerings. Macro will be discontinued by the end of November, with all seven members of the Macro team joining Mmhmm to continue development efforts.