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Full Article Live coverage of Hurricane Sandy Interactive: Tracking Sandy How to protect your insurance claims Video: Time lapse animation of Hurricane Sandy Follow Reuters Facebook Twitter RSS YouTube Read New York streets flooded as Sandy slams into eastern U.S. | 2:53am EDT Hurricane Sandy on verge of New Jersey landfall | 29 Oct 2012 U.S. nuclear plant declares "alert" after Sandy storm surge: NRC 2:55am EDT Con Edison shuts off power to part of Lower Manhattan due to Sandy 29 Oct 2012 Analysis: U.S. presidential race is all about Ohio - or is it? 29 Oct 2012 Discussed 540 White House told of militant claim two hours after Libya attack: emails 158 After final debate, Obama says election comes down to trust 135 Trump to give $5 million to charity if Obama releases records Sponsored Links Andreessen Horowitz leads $15.5 million funding of ItsOn mobile firm Tweet Share this Email Print Related News UPDATE 5-Rogers profit boosted by smartphone push Wed, Oct 24 2012 AT&T blames disappointing subscriber growth on iPhone Wed, Oct 24 2012 Facebook mobile revenue grows faster than expected Tue, Oct 23 2012 Mobile revolution, economy trip up tech giants Fri, Oct 19 2012 Wireless boosts Verizon's third-quarter profit, mum on 2013 Thu, Oct 18 2012 Analysis & Opinion Apple in miniature Don’t make payday loans a scapegoat Related Topics Tech » Deals » Global Deals Review: 2011 Q3 » Global Deals Review: 2011 Q2 » Global Deals Review » Inflows Outflows » Media » By Sinead Carew NEW YORK | Tue Oct 30, 2012 3:05am EDT NEW YORK (Reuters) - Andreessen Horowitz is leading a $15.5 million round of venture funding for ItsOn Inc, a developer of software that supports more flexible mobile billing options like sponsored data services and split billing for work and personal use. ItsOn, which has had funding from Verizon Communications, Vodafone Group Plc and Best Buy in the past, said its technology will power a new service for one of the top three U.S. mobile providers starting in early 2013. Silver Lake AG and SV Angel are also providing funding for ItsOn in the current round but the majority is from Andreessen Horowitz, according to its founder Marc Andreessen. ItsOn was co-founded four years ago by former Cisco Systems Inc executive Charlie Giancarlo and Greg Raleigh, whose company Airgo Networks was bought by Qualcomm Inc in 2006. ItsOn's offering includes software that is installed on both mobile devices such as smartphones and on remote servers connected to the wireless service provider's network. The company's idea is that consumers would be able to use the smartphone software to easily make changes in their service plan without having to call customer services. As consumers use more and more mobile data services on devices such as smartphones and tablet computers, they are increasinly wary of how much they use since U.S. operators Verizon Wireless and AT&T Inc have moved from unlimited use plans and now charge based on how much data customers use. The ItsOn software also allows the network operator to track data consumption on each device so it can suggest a different service option in cases where a user has a data plan that allows for well above or below the usage, the company said. Mobile operators typically have a set number of price options they can offer customers as it takes time to introduce a new service plan. But with the ItsOn system they can offer far more options and allow consumers to change them more easily, according to the company and its backers. "This is a much more advanced way to do usage based pricing," said Marc Andreessen, noting that carriers now depend on "very crude pricing plans." For example, ItsOn technology could allow temporary sponsorship of wireless data connections for specific sports events, online shopping or even services like personal email or social network access, its chief executive Greg Raleigh said. Customers who use the same device for business and pleasure could also get separate bills by using the new software, Raleigh said. Both AT&T and Verizon Wireless have talked about the possibility of offering sponsored data connections but neither has said when such services would be available. Raleigh declined to comment on which carriers and what types of services his software would support first. (Reporting by Sinead Carew; Editing by Richard Chang) Tech Deals Global Deals Review: 2011 Q3 Global Deals Review: 2011 Q2 Global Deals Review Inflows Outflows Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. 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