Smartphones today consume a growing amount of mobile data, be it for web browsing, email or apps. Now that all-you-can-eat data plans are a thing of the past, this mobile data comes at a price. Yet as a user this data usage remains a black hole, with no way to understand it – let alone control it. Hit especially hard are overseas travelers who must put up with expensive data roaming charges.

Onavo’s first app, connects your iPhone to our cloud-based technology, dubbed the “magical shrinking machine”. It’s totally seamless – once you install it you can go back to using your phone as before. In the background, your data usage from all apps is compressed so that you get more bang for your buck.

Onavo launched at the The Next Web Conference on April 29th to help smartphone users regain control of mobile data usage and save money on data charges by reducing the amount of data that’s transferred over their network.

The app won the overall public’s choice winner and the best mobile app at the Next Web Startup Rally.