Myntra Buys app developer Native5

Online fashion e-tailer Myntra has acquired Bengaluru based mobile application development platform Native5, a move that goes with its strategy to shift entirely to the mobile platform. Native5 has developed a cloud platform to create and distribute mobile apps across smart phones, tablets and desktops.

Flipkart and Myntra had recently closed down their websites, with the aim of focusing more resources on their mobile apps. There is also speculation that they may close down their desktop websites in the future and go mobile app only, considering they are getting a lot of traction on their apps.

Myntra recently hosted an open Mobile Hack Day’ and had about 160 Internal and External participants from various companies developing hacks around their mobile app. The winning hacks included chat based commerce, real time chat application to buy with friends, an augmented reality shooting game and an app that links all other apps. This shows that Myntra is serious about its ‘app only’ strategy and is looking at all possible angles to provide a better and more complete end to end experience.

Native5 was incubated at Microsoft Accelerator in 2013 and it was a part of the Nasscom 10,000 startup programme the same year. The venture was one of the finalists of Qualcomm QPrize in 2012. Previously, in 2012, Myntra acquired Exclusively, which had a private label brand, and in 2013, it acquired Fitiquette that developed an in-store dressing room experience akin to a virtual fitting room for shoppers to try on clothes online.

Flipkart acquires Appiterate

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.