With a single-minded focus on becoming the number one mobile app shopping company, Flipkart has recently acquired Appiterate, a mobile marketing automation platform.
Created by Delhi and San Francisco-based DSYN Technologies in January 2013, Appiterate is a platform for mobile apps. It enables app publishers to segment and target users effectively. It also provides localized mobile data & statistics and A/B testing platform for app developers and business ventures. Prior to this deal with Flipkart, the mobile start-up had received funding from SAIF Partners and many other famous angel investors such as Greg Badros and Prashant Malik.
Flipkart’s gain from this acquisition
As a result of this development, the mobile marketing automation platform will be incorporated into Flipkart’s mobile app. With customized marketing campaigns for specific app shoppers enabled by the integration, it will help to strengthen the ecommerce firm’s mobile presence.
Co-founder and CEO of Appiterate, Tanuj Mendiratta said, “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.”
While speaking about this merger, Flipkart’s Senior Director-Corporate, Nishant Verman shared, “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 tech team will bring deep mobile capabilities to the table which is a key focus area for Flipkart.”
Flipkart has been aggressively inching towards becoming an App-Only ecommerce platform. And acquiring companies related to mobile ecommerce is one 0f the strategies they have adopted to reach their goal. Last year the ecommerce giant invested in ngpay, a mobile payment service. Whereas, this year, they acquired Adquity, a mobile advertising firm.