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Google bought this app to help schedule your life

Google confirmed Monday that it had acquired start-up Timeful, an app that can schedule events into your calendar to work around what you already have planned.

"You will start to see the unique features you've come to expect from Timeful - and much more - available in Google Apps," the start-up said on its website.

With Timeful you can, for example, tell it that you want to work out three times a week. It then syncs up with your calendar platform and slots in the best times for you to exercise around your current schedule.


Simon Dawson | Bloomberg | Getty Images

Google did not disclose how much it paid for the app.

The move underlines a major push from the Mountain View, CA- tech giant to boost its productivity apps on mobile, particularly those that automatically learn the behaviour of its user. The Google Now app, for example, suggests things to do, news, sports scores and other information based on location and access to the user's email account.

"We're excited about all the ways Timeful's technology can be applied across products like Inbox, Calendar and beyond," Google said in a blog post, alluding to the integration of Timeful with its own apps.

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Google has been locked in a battle with Microsoft over the mobile productivity and enterprise space. Earlier this year, Microsoft bought smart calendar app Sunrise, which lets users pull in information from different sources such as Google Calendars or LinkedIn.

Just 17 employees…

Timeful launched last year and has raised around $7 million from investors, including Khosla Ventures, Kleiner Perkins Caufield & Byers and Greylock Partners.

It is a small company with around 17 employees, according to LinkedIn. As well as the technology, Google will also be acquiring the talent, which includes Gloria Lau, a former data scientist at LinkedIn.

Interestingly, the co-founder of Timeful, Yoav Shoham, has also sold another company to Google. Shoham's first company, Katango - an app that sorted users' Facebook friends into lists - was acquired in 2011 by Google and integrated into the search giant's own Google+ social network.