Flipkart Buys Appiterate

Strengthens its mobile offerings

Flipkart has acquired 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 announced the press release.

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 leading 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, 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.”

“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.

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