Flipkart, Indian online marketplace, has announced the acquisition of Delhi-based Appiterate, a mobile engagement and marketing automation company. In line with its ‘Mobile First’ focus, this acquisition strengthens Flipkart’s presence in the area of mobile technology.
Post the acquisition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app. This will help in targeting of users based on their activity on the app and website.
The startup started as an A/B testing product for native mobile apps which later on expanded into a full-fledged mobile marketing automation platform. The company, in the past, has helped 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.
Appiterate has raised money from institutional investors like SAIF Partners and angel investors such as Greg Badros (ex VP of Product and Engineering at Facebook) and Prashant Malik (co-creator of Apache Cassandra).
Flipkart has been looking to improve and expand its mobile app capabilities to cater to the shifting preferences on its user base. The company plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India.