Flipkart acquires Appiterate for an undisclosed sum

In line with its mobile first focus, Flipkart has acquired New Delhi-based mobile engagement and marketing automation company Appiterate, for an undisclosed sum.

For Flipkart, this acquisition strengthens its presence in the area of mobile technology. Post the acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart's mobile app. This will help in precise targeting of users, based on their activity on the app and website.

''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,'' said Nishant Verman, senior director, corporate development at Flipkart.

Appiterate, which started as a testing product for mobile applications, later expanded into a full-fledged mobile marketing automation platform. The company, in the past, has helped leading e-commerce companies combine the power of mobile applications and big data to allow them to do one-on-one targeting of their users though push notifications and in-app messages.

"Flipkart has a strong focus on its mobile app for driving growth and that's where our expertise lies,'' said Tanuj Mendiratta, Co-founder and CEO, Appiterate.

Flipkart has been persistently looking to improve and expand its mobile app capabilities to cater to the shifting preferences on its user base. The company plans to invest in and acquire other companies in this domain and help in building the mobile ecosystem in India.

According to various media reports, Flipkart has plans to invest in or acquire more than 15 start-ups this year.

In January this year, the company had acquired a stake in marketplace and auctions start-up WeHive Technologies, and later in March, it purchased mobile advertising firm AdIQuity Technologies.