E-commerce major Flipkart has been
very clear about its mobile only strategy and in order to strengthen its
presence in the area of mobile technology, it has acquired a New-Delhi based
mobile engagement and marketing automation company Appiterate. This is Flipkart
third acquisition of this year.
Appiterate helps E-commerce
companies target customers better through push notifications and in-app
messages. The funding team has a strong experience in the mobile app space and
has in the past built mobile apps for companies such as Microsoft, Zomato,
Groupon, Sears etc. In a short span Appiterate has carved out a niche in the
industry as being one of the most disruptive companies in its space.
Flipkart is planning to go mobile-only
within a year. Following the announcement that Myntra will shut down its
website on May 1, Flipkart had said the E-commerce firm will too shift to an
app only model within a year as traffic from mobile had grown nearly 10 times
in just 12 months. Flipkart has been persistently looking to improve and expand
its mobile app capabilities and plans to invest in and acquire other companies
in this domain.
After this acquisition, Appiterate
mobile marketing automation platform will be integrated into Flipkart mobile
app to help in precise targeting of users based on their activity on the app
and website. Appiterate has raised money from institutional investors like SAIF
partners and angel investors.
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