Flipkart has acquired mobile marketing firm Appiterate in a bid to boost its mobile offerings. Financial details of the deal are not known. Based in Delhi, Appiterate specializes in mobile engagement and marketing automation.
Appiterate‘s mobile marketing automation platform will be integrated into Flipkart’s mobile app and the team will also join the e-commerce firm, after the completion of the acquisition. The company 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.
“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.”
said Nishant Verman, Senior Director, Corporate Development-Flipkart.
The acquisition comes just days after the homegrown e-tailer was in reports for going app only and shutting down its website like Myntra. Flipkart plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India. Last month, Flipkart acquired mobile ad network firm AdlQuity for an undisclosed sum.