Flipkart Acquires Mobile Marketing Firm Appiterate

Thursday, 30 April 2015, 10:47 Hrs
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BENGALURU: Online marketplace Flipkart has announced the acquisition of Appiterate, a mobile engagement and marketing automation company based out of Delhi. Appiterate helps ecommerce companies target consumers better and increase sales by using push notifications and inapp messages. The deal size was not disclosed.

Nishant Verman, Senior Director, Corporate Development-Flipkart said: "Their innovative platform and tech team will bring deep mobile capabilities to the table which is a key focus area for Flipkart."

The Appiterate team will join Flipkart, said Tanuj Mendiratta, co-founder and CEO, Appiterate. Appiterate's mobile marketing automation platform will be integrated into Flipkart's mobile app for better targeting.

Appiterate, which started out as a testing platform for mobile apps had raised more than $500,000 from SAIF Partners & angel investors, including former Facebook VP — Engineering & Products, Greg Badros and LimeRoad CTO Prashant Malik in 2014.

The ecommerce company has made a few acquisitions this year already and is expected to make more. In March, it acquired mobile ad network AdIquity, for an undisclosed amount. Flipkart had hired Nishant Verman, a former Venture Capitalist to head its corporate development team in August last year.

Flipkart said it will invest and acquire other mobile companies as it looks to improve its mobile app capabilities.

The ecommerce company which acquired fashion retailer Myntra last year, is planning to shut the latter's website to pursue an app only strategy.

Flipkart has also said in the near future, it will become a mobile only company. Ecommerce firms in India have been increasingly focussing on pushing their mobile app. Online travel company Cleartrip, for instance, said on Wednesday that over 53% of its traffic now comes from the mobile. A majority of customers for Amazon, Snapdeal and Paytm are also mobile.

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Source: PTI
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