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After AdIQuity, Flipkart acquires mobile marketing startup Appiterate

A Flipkart delivery box with a Flipkart sticker


Ecommerce giant Flipkart has acquired the mobile marketing startup Appiterate, reports the Times of India. The terms and size of the deal were undisclosed. According to Flipkart, the deal strengthens its mobile technology platform which is in line with its ‘Mobile First’ focus.

Post acquisition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app, which will help Flipkart target users based on their activity on the app and website. Flipkart mentions it will invest in and continue to acquire other firms in this domain.

Appiterate allows app developers to A/B test and iteratively optimize the design, functionality and user experience of their mobile apps through a WYSIWYG editor. It also offers in-app marketing solutions allowing developers to show interstitial ads for a specific user segment and run trigger-based campaigns. Besides this, it allows developers to personalize user experiences through segmentation of user demographics and behavior.

The platform offers these solutions through two products, the Premium Product Optimization Suite and the Premium Relationship Marketing Suite, each of which offer monthly plans depending on the app traffic. Plans start at $49 per month and go up to $1,999 per month. The platform also provides a combined plan starting at $74, all the way up to $2,999.

Appiterate claims that its services help developer A/B test before new feature or a new UI rollout, re-engage with dormant and infrequent users, prevent cart abandonment and announce new product launches among others. However, its not clear if Appiterate will continue offering these services publicly post acquisition.

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Note that Flipkart and Myntra, India’s largest e-commerce players, shut down their mobile websites last month, and now redirect users to Google’s Play Store and iOS’ App Store to download the application. Myntra claims it already generates more than 90% of its traffic and 70% of its orders from its mobile app, while Flipkart claims over 70% of its traffic comes to it via the mobile app. Given that Flipkart has been increasingly focussing on mobile user acquisition, this acquisition makes a good match for the ecommerce giant.

Flipkart and AdIQuity: Flipkart bought mobile advertising firm AdIQuity for an undisclosed amount last month. There will be two parts to this business: one part will involve external marketing, where brands can use Flipkart data on user behavior to target customers on the AdIQuity platform across publishers. The second part of the business will be in internal marketing where the AdIquity platform will be used to allow merchants to promote their products on Flipkart. Flipkart sees this as a significant source of revenue since they have large amounts of consumer data, and the transactions part of the business is a loss making business.

Also read: Flipkart pulls out of Airtel Zero. Net neutrality in India gets a boost

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