Flipkart buys Appiterate to spruce up mobile platform

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Bangalore | April 30, 2015 3:28 AM

Following the acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart’s mobile app to target users precisely...

E-commerce major Flipkart has bought Delhi-based Appiterate — a startup that builds mobile products — to strengthen its mobile application platform. The financial details of the deal were not disclosed.

Following the acquisition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app to target users precisely, based on their activity on the app and website.

“Flipkart has a strong focus on its mobile app for driving growth and that’s where our expertise lies. As the next phase of our journey, we are excited to join the Flipkart team and contribute to their mobile growth story,” said Tanuj Mendiratta, co-founder and CEO, Appiterate.

Started by Tanuj Mendiratta, Anuj Bhargva, Mayank Kumar and Varun Sharma, Appiterate started as a testing product for native mobile apps. It has worked with online portals such as Zomato and Groupon to combine the power of mobile apps and big data.

Nishant Verman, senior director, Corporate Development, Flipkart, said, “In a short span of 1.5 years, Appiterate has carved a niche in the industry as one of the most disruptive companies in the space. We are confident that their innovative platform and tech team will bring deep mobile capabilities to the table, a key focus area for Flipkart. We are really excited to have them on board.”

Flipkart has been persistently trying to improve its mobile app. Last month, it shut down its mobile website completely, urging users to migrate to the app. It also plans to shut down its website and become an app-only retailer within a year. Myntra, which was bought by Flipkart for $300 million in one of the largest acquisitions in the consumer internet space last year, has also moved to app-only transactions on mobile.

Flipkart plans to invest in and acquire other companies in this domain. This is its third acquisition this year after mobile advertising firm AdIQuity Technologies last month and a stake in WeHive Technologies in January.

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