After buying calendar software maker Sunrise and mobile e-mail app startup Acompli (whose technology was integrated into Outlook), it looks like Microsoft is lining up a bid for social news reader Prismatic. According to an anonymous source cited by TechCrunch, Microsoft is currently the frontrunner to acquire the startup for around $30 million.
Apple, Google, Facebook and Yahoo are also said to be in talks with the startup over a potential acquisition. Prismatic is a social news aggregator that serves up stories based on your interests. The technology behind the service uses social signals as well as your interest in a highlighted link — based on whether you click on it, share it or discard it — to recommend stories in the future. Prismatic is available on the web and as an app on iOS and Android. While the service is currently focused on delivering news, the technology behind Prismatic can be used for discovering new apps, music or other mobile content.
By acquiring Prismatic, Microsoft can even use the startup's technology to boost the recommendation feature on its Windows and Windows Phone stores. At this stage, there's no official confirmation from the Redmond giant, but we'll let you know as soon as we hear more.