Online marketplace Flipkart on Wednesaday said it has acquired Delhi-based mobile engagement and marketing automation company Appiterate. With this acquisition Flipkart is willing to strengthen in mobile technology part. The financial details of the deal are not disclosed by both companies.
What is Appiterate?
Appiterate started as an A/B testing product for native mobile apps later on expanded into a full-fledged mobile marketing automation platform. The company, in the past, has helped leading e-commerce companies like Groupon, Zomato etc to 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.
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 their innovative platform and tech team 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.”
After the acquisition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app.
Already flipkart is planning to move to app world, therefore with this deal, that part will get stronger and also Nishant added a statement “The company plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India”.