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Flipkart acquires Appiterate

In recent months, there have been rising concerns that discount sales launched by various e-commerce websites, including Flipkart were anti-competitive in nature.
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The move is to strengthen the e-tailers new strategy of 'Mobile First'

Online marketplace Flipkart on Wednesaday said it has acquired Delhi-based mobile engagement and marketing automation company Appiterate. The acquisition is part of City-based Flipkart's new strategy of focusing more on the mobile segment. The financial transaction details of the deal was not disclosed by both companies.

“This acquisition strengthens Flipkart’s presence in the area of mobile technology,” the company said in a statement.

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 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.”

Post the acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart’s mobile app.

"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.

“The company plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India,” the statement added.

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Printable version | Jul 22, 2018 12:24:23 PM | https://www.thehindu.com/business/flipkart-acquires-appiterate/article7154427.ece