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…
