In line with its 'Mobile First' focus, this acquisition strengthens Flipkart's presence in the area of mobile technology.
Flipkart, the online marketplace, has announced the acquisition of Appiterate, a mobile engagement and marketing automation company based out of Delhi. In line with its ‘Mobile First’ focus, this acquisition strengthens Flipkart’s presence in the area of mobile technology.
Appiterate started as an A/B testing product for native mobile apps which later on expanded into a full-fledged mobile marketing automation platform, based on huge market demand. The company, in the past, has helped e-commerce companies combine the power of mobile apps and big data to allow them to do one-on-one targeting of their users though push notifications and in-app messages.
Commenting on this acquisition, Nishant Verman, Senior Director, Corporate Development-Flipkartsaid, “In a short span of 1.5 years, Appiterate has carved out a niche in the industry as being one of the most disruptive companies in its space.We are confident that their innovative platform and techteam will bring deep mobile capabilities to the table which is a key focus area for Flipkart. We are really excited to have them on board.”
"Flipkart has a strong focus on its mobile app for driving growth and that’s where our expertise lies. What we liked about Flipkart was the scale of their reach and their brand image among the Indian consumers. As the next phase of our journey, we are excited to join the Flipkart team and contribute to their mobile growth story“, said, Tanuj Mendiratta, Co-founder and CEO, Appiterate.
Post the acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart’s mobile app. This will help in precise targeting of users based on their activity on the app and website.
“Flipkart has been persistently looking to improve and expand its mobile app capabilities to cater to the shifting preferences on its user base. The company plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India,” said the company’s official release.
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