Frontback has made a miraculous recovery. After announcing last week that the company was shutting down, the selfie app is taking a 180 — literally. It turns out the service isn't going anywhere: late on Friday, the company announced that it had "signed an agreement with a partner," keeping the app alive.
The app first launched two years ago, and it's based on a simple idea. Instead of simply taking a picture of yourself, why not share a single photo that shows you and what's going on around you? Frontback uses your phone's front and rear cameras to take two photos at the same time. They're then stitched together for easy sharing on Frontback's network or elsewhere.
Frontback takes a literal 180
The app quickly gained attention, funding, and over 2 million users, but founder Fredd della Faille said last week that it couldn't build up a large enough user base to make the business work. He wrote in a blog post, "After discussions with our team and investors, we realized that we couldn't reach the critical numbers that would make Frontback a sustainable social network."
Friday's surprise announcement, posted on Frontback's website, doesn't explain who the mysterious new partner is nor does it reveal what kind of agreement was signed. It merely states that the partner "believes as much as we do that there’s something incredible with Frontback," adding, "This partner is fully committed to make Frontback an even better place to share your moments." It sounds like there will be some changes though, as the announcement continues on to state, "we were impressed by how much they understand the platform and we will help the new team to make the transition as smooth as possible." The partner also apparently has "fresh ideas" for the future of Frontback.
Founder della Faille tells Business Insider that the new partner "will introduce themselves at the right time." For now, he notes, "We're very happy we found a solution for our community." The lifeline also gives Frontback a second chance to prove that it wasn't wrong to pass up a rumored $40 million acquisition offer from Twitter.