Flipkart acquires mobile marketing firm Appiterate

Online marketplace Flipkart has acquired mobile marketing start-up Appiterate in order to strengthen its mobile platform.

The financial details of the acquisition deal were not disclosed. This acquisition comes in line with Flipkart’s ‘Mobile First’ focus which aims to increase its presence in the area of mobile technology.

Now the Appiterate’s mobile marketing automation platform will be integrated with Flipkart’s mobile app, in order to target it users base on their activity based on the app and website.

Tanuj Mendiratta is Co-founder & CEO of Appiterate and was founded in 2013. Its unique technology helps to validate new design or changes to an element on a webpage to improve the sales (conversion rate).

In the past, Appiterate had helped leading e-commerce firms to combine the power of mobile apps and big data. Its technology also had allowed the e-commerce firms to do one-on-one targeting of users though push notifications and in-app messages.

As a startup company, it has raised money from institutional investors like SAIF Partners and angel investors such as Greg Badros who was ex-VP of Product and Engineering at Facebook.

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Categories: Business & Economy Current Affairs 2017

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