With an aim to build a robust mobile ecosystem in India, Flipkart announced the acquisition of Delhi-based mobile engagement and marketing automation company Appiterate on Wednesday.
“This acquisition strengthens Flipkart’s presence in the area of mobile technology,” the company said in a statement. The move is in tandem with company’s ‘Mobile First’ focus. The financial details of the move have not been revealed by both companies.
Appiterate was launched in 2013 as an A/B testing tool for mobiles. A/B testing is a methodology to test out two variants and experiment to find out which version works better with the audience. They deliver more than 100 million ‘personalised messages’ in a month and has helped various leading e-commerce companies in the past, by targeting customers better, using push notification 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 said it will invest and acquire other mobile companies as it looks to improve its mobile app capabilities.
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