Flipkart, India’s largest ecommerce company has acquired Delhi-based Appiterate, a mobile engagement and marketing automation company. The amount has not been disclosed.
This is the flipkart second major acquisition after it bought mobile ad network AdIQuity for an undisclosed amount. Both acquisitions show Flipkart’s increasing focus on ‘Mobile First’.
Commenting on this acquisition, Nishant Verman, Senior Director, Corporate Development, Flipkart said,
“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 its innovative platform and tech team will bring deep mobile capabilities to the table which is a key focus area for Flipkart.”
Appiterate started as an A/B testing product for native mobile apps and later on expanded into a full-fledged mobile marketing automation platform. The startup has helped e-commerce companies combine the power of mobile apps and Big Data to allow them to do one-on-one targetting of their users though push notifications and in-app messages.
“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 its reach and brand image among the Indian consumers. As the next phase of our journey, we are excited to join the Flipkart team and contribute to its 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 targetting of users based on their activity on the app and website.
Facing tough war war with companies like Paytm and snapdeal (recently acquired freecharge), flipkart plans to invest in and acquire other companies in this mobile domain and strength it’s presence in mobile ecosystem of India.