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Affle

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Affle
Private
IndustryMobile advertising, Data & Audience Intelligence Analytics
Founded2005; 14 years ago (2005) in Singapore[1]
FounderAnuj Khanna Sohum[2]
Number of locations
4; Offices present at:  (2018)
Area served
Worldwide
Key people
  • Anuj Khanna Sohum
    Founder, Chairman & CEO
  • Anuj Kumar
    Co-founder & Chief Revenue & Operating Officer
  • Charles Yong
    Chief Architect & Technology Officer
  • Vipul Kedia
    Chief Platform & Data Officer
Services
Number of employees
150-200 (2018)
Website

Affle is a global technology company that uses its consumer intelligence platform to deliver targeted mobile advertising. Its consumer platform is used by online & app companies for mobile advertising and mobile monetization, while its enterprise platform helps offline companies get online through platform based app development, O2O commerce and data analytics. The company was founded in 2005 and is backed by investors such as Microsoft[3], D2 Communications Inc. - a subsidiary of NTT Docomo, Bennett Coleman & Co. Ltd., Itochu[4], and Centurion Private Equity among others.[5]

Affle has 4 offices spread across India and South East Asia. These include offices in Gurugram (India), Jakarta (Indonesia), Mumbai (India) and Singapore.


History[edit | edit source]

Founding:
Affle was founded in 2005 by Anuj Khanna Sohum and Madhusudana Ramakrishna. This founding team was joined by Anuj Kumar, Amit Gupta, Ben Fones, Charles Yong and Vipul Kedia.[6]
The founding team was further strengthened in 2012 with the acquisition of Mobimasta[7] and its founders Anurag Singh, Viraj Sinh & Alok Pabalkar joining in as a part of the Affle co-founding team.[8] Madan Sanglikar also joined Affle in 2012 as the co-founder & CEO of ad2c, a fully owned subsidiary of Affle[9].

2006:
The company launched its product and business in April 2006 in Singapore, India and the United Kingdom.[10] Also in 2006, Affle filed for 3 patents in the fields of consumer relevant advertising, contextual advertising on mobile messaging and for mobile search.[11] All of these patents are now granted in the United States market.[12]

2007:
In August July 2007, Affle launched SMS2.0 platform globally, in association with M1 Limited in Singapore.[13] In India, Affle launched SMS2.0 platform in December 2007, in association with Bharti Airtel.

2008:
By April 2008, SMS2.0 by Affle had become the largest mobile media in India.[14]

2009:
In February 2009, under the series B round of funding, Microsoft acquired a minority stake in Affle.[15]

2010:
In February 2010, Affle again raised investment from Itochu, a company based out of Japan.[4] In July 2010, Affle launched a cross-platform messaging mobile application - Pinch.

2011:
In October 2011, Affle entered into a strategic partnership and raised investment from D2C Inc. - a subsidiary of NTT Docomo.[16]

2012:
In March 2012, Affle, launched ad2c - a mobile first advertising agency[17]. In April 2012, MobiMasta - a mobile advertising agency based out of Gurugram was acquired by Affle.
Affle also launched its cross screen ad network platform 'Ripple' on 29 August 2012.[18]

2013:
Affle announced the launch of ad2campaign, a dedicated data-centric mobile marketing platform, in December 2013.[19]

2014:
In August 2014, Affle acquired mobile app development company named Appstudioz.[20]

2015-2016:
In 2015 and 2016, Affle launched a number of mobile advertising platforms such as MAAS, MAAS 06, MAAS Xtend and mTraction. The MAAS platform was launched at MWC Barcelona.[21]

2017:
Affle launched mTraction TVSync on 5 May 2017, in Jakarta in association with and Interpublic Group through IPG Mediabrands Ansible. mTraction TVSync is a multi-screen marketing solution which allows TV ads to trigger advertisements on hand-held devices.[22].
In June 2017, Affle launched fraud-analytics-as-a-service platform, mFaaS. Also in 2017 in December, Affle received SG:D accreditation by Info-communications Media Development Authority (IMDA) for the mTraction platform, and filed for seven patents for various underlying technologies used in the platforms.[23]

2018:
In January 2018, mFaaS won the Best Big Data Technology Product of the Year award by the Internet and Mobile Association of India at the India Digital Awards.

Financing[edit | edit source]

Affle raised capital over multiple funding rounds from several angel, strategic and financial investors. In 2006, Bennett, Coleman & Co. Ltd. led Series A round of funding. Series B round began in February 2009 with Microsoft from United States acquiring a minority stake in Affle[15] Itochu from Japan and D2C Inc. - a subsidiary of NTT DoCoMo also participated in the series B funding round. [4][24]


Funding Round Date Investors
A November, 2006 Bennett Coleman & Co. Ltd.
B February, 2009 Microsoft
B February, 2010 Itochu
B October, 2011 D2 Communication Inc.

Products & Platforms[edit | edit source]

Active Platforms[edit | edit source]

Consumer Platform

  • MAAS

Affle launched its 'Mobile Audience as a Service', MAAS platform for integrated mobile advertising on 8 March, 2015, at Mobile World Congress, Barcelona.[21]

  • mFaaS

Affle launched mFaaS - 'fraud analytics as a service platform' in June 2017. mFaaS or Fraud Analytics as a Service platform aims to detect and reduce mobile ad fraud at run-time. mFaaS won the Best Big Data Platform Product of the Year award at 8th India Digital Awards, by Internet and Mobile Association of India.

  • mKr8

mKr8 is Affle's rich media and Video ad authoring platform which has been used to deliver several award-winning campaigns.

  • mSSP (earlier, MAAS Xtend)

Affle launched the MAAS Xtend platform on 24 November 2015 at Global Mobile Game Developers Conference, in China. MAAS Xtend later integrated with Affle's mSSP platform and now works as an integrated supply-side platform for publishers working with Affle.[25]


Enterprise Platform

  • ARC

Affle's Enterprise platform offers App Development platform named ARC. ARC platform aims to help businesses develop high quality enterprise grade mobile applications.[26]

  • Markt

Affle's Markt platform allows offline organizations and businesses to conduct online commerce. Markt functions as an omni-channel commerce platform allowing catalogue management, inventory management, order management, payments handler, and delivery management solutions.

  • mTraction

mTraction by Affle is user data, intelligence and engagement platform and supports Affle's in-house data management platform, mDMP and customer data platform, mCDP. mTraction was awarded the SG:D accreditation by Info-communications Media Development Authority, a statutory board of the Singapore government, under the Ministry of Communications and Information.[27]

Inactive / Discontinued Platforms[edit | edit source]

  • ad2campaign

Affle launched ad2campaign platform in 2014.[19] ad2campaign is a data-centric mobile marketing platform for mobile ad attribution intelligence and programmatic procurement.[28]

  • Pinch

Affle launched pinch in July 2010. Pinch is an application which provides instant messaging service. Pinch allowed sending messages across platforms without incurring extra SMS/MMS charges. Pinch is no longer offered by Affle.

  • Ripple

Affle launched Ripple on 29 August 2012.[29] Ripple is a rich media and digital advertising network platform and delivers advertising contextual to the kind of video content being consumed. Ripple functioned as an integrated ad network and was able to serve advertisements to all smart screens.[30]

  • SMS2.0

Affle launched SMS2.0 platform in December 2007 in association with Bharti Airtel. SMS2.0 by Affle was one of the first upgrades to the SMS service. By April 2008, Affle's SMS2.0 became the largest mobile media in India. SMS2.0 is no longer offered by Affle.[31]

Mobile Advertising[edit | edit source]

Affle has been active in the mobile advertising domain since 2005.[1] The first platform launched by Affle in 2006 i.e. SMS2.0 focused on bringing content and advertisements to the mobile on an enhanced messaging application. Affle's strategic partnership with D2C Inc. in 2011 aimed to provide mobile advertising solutions to companies in Asia.[32] Affle entered into multiple partnerships with companies such as Yahoo,[33] NDTV,[34] Multi Screen Media,[35] Micromaxand others to bring mobile advertising solutions to their users.[36]
Currently Affle leverages its in-house built platforms (MAAS, mSSP, mKr8, mDMP, mCDP, mFaaS etc.) to deliver contextual mobile ads, while reducing ad fraud and addressing consumer privacy concerns.

Mergers and Acquisitions[edit | edit source]

Affle has acquired the following organizations:

2014

2012

Historical Partnerships[edit | edit source]

Over the years, Affle has entered into several strategic partnership, such as:

Micromax
In 2017, Affle entered into an exclusive strategic partnership with Micromax.[36] Within the terms of this partnership, Affle leverages its platforms[37] to deliver targeted native advertisements and data monetization services for over 60 million users of Micromax.[38] The financials and duration of this partnership were not disclosed.[39]

India Today Group
In January 2015, Affle entered into a partnership with India Today Group for rich media and video advertising. Within the terms of this deal, all the rich media and video advertising for India Today Group were to be powered by Affle through their Ripple platform.[40] Ripple platform was to be used to serve all rich media and video ads on all India Today digital properties including Aaj Tak, Headlines Today, Business Today and Indian edition of brands like Cosmopolitan, Harper's Bazaar, Good Housekeeping, Travel Plus and Men's Health. The partnership was for iPad and tablet platforms.[41]

Multi Screen Media
In February 2013, Affle partnered with Multi Screen Media[35] - a company which handles Sony Network's diversified interests in India. Within the terms of this deal, Affle committed to exclusively power all advertisements on Sony LIV - which is a Video on Demand platform by Sony. Affle leveraged Ripple, the rich media ad platform to serve all video and mobile advertising on Sony LIV across all devices Computers, Mobiles and Tablets.[42]

ESPNCricinfo
In October 2012, Affle entered into a partnership with ESPNCricinfo. Within the terms of this partnership, Affle's rich media and video advertising platform, Ripple was to be used to power ESPNCricinfo's digital advertisements. The 2 companies also agreed to work together to create customized digital media solutions for leading brands and agencies that want to leverage ESPNCricinfo's popularity.[43] At the time of signing the deal, ESPNCricinfo user community reached over 20 million users per month.[44]

Starcom MediaVest
In October 2012, Affle and Starcom Mediavest Group entered into a strategic partnership.[45] Starcom Mediavest had an existing partnership with MobiMasta, which was wholly acquired by Affle in 2012. Post the acquisition, the previous tie-up between Starcom Mediavest Group and MobiMasta continued with Affle through Affle's subsidiary agency ad2c.[46]

Yahoo
In September 2012, Affle and Yahoo! India announced a strategic partnership with each other.[47] Under the terms of this partnership, Affle was to sell the Yahoo! India's advertising inventory on Smartphones, Feature phones and Tablets.[33] At the time of signing the deal, Yahoo! had over 70 percent reach over the internet audience in India.

Awards and Recognition[edit | edit source]

2018:

2017:

  • mTraction by Affle received SG:D accreditation by Info-communications Media Development Authority (IMDA) for mTraction platform.[23]
    IMDA is a statutory board of the Singapore government, under the Ministry of Communications and Information. The SG:D Accreditation was launched in 2014, and is awarded to promising technology products by companies based in Singapore

2016:

  • Won Silver Award - Most Innovative Mobile Advertising Platform; The Maddies, Mobile Awards by Exchange4Media[49]

2013:

  • Won 'Enabling Technology Company of the year' Award; MMA Smarties India by Mobile Marketing Association[50]
  • ad2c by Affle won 'Marketing Strategy in Social Impact/NFP' Award; MMA Smarties India by Mobile Marketing Association[51]

2010:

  • Won Best Use of Mobile Media for branding purposes - APAC and Global segment; MMA Award[52]

2009:

  • Won 'Product Innovation Award'; Frost and Sullivan's Best Practices Awards by Frost & Sullivan for SMS2.0 platform[53]

See also[edit | edit source]


Others articles of the Topic Companies : Buywebhosting.net, Rising Northeast, Jaguar Studios, Vivaan Solar, ShopX, BTC Markets, Revv Cars
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References[edit | edit source]

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  2. "Anuj Khanna Sohum - Overview". Crunchbase. Retrieved 14 February 2018.
  3. "Microsoft India picks up 20% stake in Affle". The Economic Times. 10 Feb 2009. Retrieved 9 July 2018.
  4. 4.0 4.1 4.2 "Itochu Corporation invests in Affle Holdings". reuters. reuters. 3 March 2010. Retrieved 26 February 2018.
  5. "Affle Investors - Crunchbase". Crunchbase. Crunchbase. Retrieved 26 February 2018.
  6. Aanchal, Kohli (15 Dec 2011). "Adgully Exclusive". Adgully. Retrieved 9 July 2018.
  7. 7.0 7.1 Das, Nandana (30 March 2012). "Affle, D2 Communications Acquire Mobile Marketing Firm MobiMasta". VCCircle. Retrieved 26 February 2018.
  8. "Affle - Current Team". Crunchbase. Retrieved 17 August 2018.
  9. Nandana, Das (30 March 2012). "Affle, D2 Communications Launch ad2c; New JV Acquires Mobile Marketing Startup Mobimasta". TechCircle. Retrieved 18 July 2018.
  10. "Affle". Owler. Retrieved 11 July 2018.
  11. "Patents by Inventor Madhusudana Ramakrishna". Justia Patents. Justia Patents. Retrieved 9 July 2018.
  12. "Affle - Affle.com Patents". CBI Insights. Retrieved 11 July 2018.
  13. Tan, Lynn. "SMS receives a makeover". ZDNet. RedHat. Retrieved 6 August 2018.
  14. "Affle's SMS2.0 Becomes The Largest Mobile Media In India". Exchange4Media. Exchange4Media. 25 April 2008. Retrieved 26 February 2018.
  15. 15.0 15.1 "Microsoft picks up minority stake in Singapore's Affle". Economic Times. Economic Times. 10 Feb 2009. Retrieved 26 February 2018.
  16. Wee, Willis (4 October 2011). "Affle Raises $10 Million From Japan's D2C". TechinAsia. TechinAsia. Retrieved 26 February 2018.
  17. "Affle launches its new Mobile Audience as a Service (MAAS) platform". TechCircle. VCCircle. 30 March 2012. Retrieved 9 July 2018.
  18. "Affle launches rich media and video advertising network Ripple". India Digital Review. India Digital Review. 30 August 2012. Retrieved 9 July 2018.
  19. 19.0 19.1 "Affle launches ad2campaign, a data centric mobile marketing platform that redefines ad2c". Indian Express. Tech Desk. 20 March 2014. Retrieved 26 February 2018.
  20. 20.0 20.1 "Affle acquires AppStudioz; sets up R&D center in India". Campaign India. 1 September 2014. Retrieved 22 February 2018.
  21. 21.0 21.1 "Affle launches its new Mobile Audience as a Service (MAAS) platform". India Info Line. India Info Line. 3 March 2015. Retrieved 9 July 2018.
  22. "Ansible and Affle launch mTraction TV Sync". Adobo Magazine. Adobo. 3 May 2017. Retrieved 26 February 2018.
  23. 23.0 23.1 Priyankar, Bhunia (19 February 2018). "Singapore companies accredited by IMDA win accolades for innovative solutions". OpenGovAsia. OpenGovAsia. Retrieved 26 February 2018.
  24. "Affle - Funding Rounds". Crunchbase. Crunchbase. Retrieved 26 February 2018.
  25. Freier, Anne (24 November 2015). "Affle introduces mobile ad self-serve platform 'MaaS Xtend'". Mobyaffiliates. Mobyaffiliates. Retrieved 26 February 2018.
  26. "AppStudioz in Singapore". 5ndspot. Retrieved 11 July 2018.
  27. "mTraction". Medium. Medium. Retrieved 26 February 2018.
  28. "Ad2Campaign". AppSamurai. AppSamurai. Retrieved 26 February 2018.
  29. "AFFLE CREATES RIPPLE; CLAIMS IT'S A SMART AD NETWORK". pitchonnet. pitchonnet. 29 August 2012. Retrieved 26 February 2018.
  30. "Affle launches rich media and video advertising network Ripple". Indiadigitalreview. Indiadigitalreview. 29 August 2017. Retrieved 26 February 2018.
  31. "SMS2.0 coverage on Headlines Today" (Video) (Techtronics). Headlines Today. 29 March 2008. Retrieved 18 July 2018.
  32. Saxena, Anupam (3 February 2011). "Affle Partners D2 Communications For Strategic Alliance". Medianama. Medianama. Retrieved 26 February 2018.
  33. 33.0 33.1 Martin, Rick (13 September 2012). "Affle Partners with Yahoo India to Sell Mobile Ad Inventory". TechInAsia. TechInAsia. Retrieved 26 February 2018.
  34. "NDTV Convergence partners Affle for mobile advertising". Economic Times. Economic Times. 20 January 2009. Retrieved 26 February 2018.
  35. 35.0 35.1 "MSM partners Affle's Ripple for advertising on Sony LIV". MXM India. 8 February 2013. Retrieved 26 February 2018.
  36. 36.0 36.1 "Micromax announces data partnership with Affle". Economic Times Telecom. Indo Asian News Service. 7 June 2017. Retrieved 26 February 2018.
  37. "Micromax, Affle announce data partnership for audience intelligence, ad monetization". Business Standard. ANI. 7 June 2017. Retrieved 26 February 2018.
  38. Pathak, Priya (7 June 2017). "Micromax announces data partnership with AI firm Affle". India Today. Indo Asian News Service. Retrieved 26 February 2018.
  39. "Micromax Announces Data Partnership With Affle". Gadgets 360 NDTV. Indo Asian News Service. 7 June 2017. Retrieved 26 February 2018.
  40. "India Today Group partners with Affle". India Info Line. Indiainfoline.
  41. Saxena, Anupam (15 January 2013). "Affle Partners India Today Group For Rich Media Inventory On Web & Mobile Properties". Medianama. Medianama Team. Retrieved 26 February 2018.
  42. Laghate, Gaurav (7 February 2013). "MSM signs up with Affle's Ripple ad network". Business Standard. Business Standard. Retrieved 26 February 2018.
  43. "ESPNcricinfo partners with Affle for rich media advertising!". Adgully. Adgully Team. 23 October 2012. Retrieved 26 February 2018.
  44. "ESPNcricinfo partners Affle for rich media advertising". afaqs!. afaqs! News Bureau. 23 October 2012. Retrieved 26 February 2018.
  45. Das, Nandana (30 March 2012). "Affle, D2 Communications Acquire Mobile Marketing Firm MobiMast". VCCircle. VCCircle News Corp. Retrieved 26 February 2018.
  46. "Ad2c acquires MobiMasta". afaqs!. afaqs! News Bureau. 2 April 2012. Retrieved 26 February 2018.
  47. Rai, Anand (10 September 2012). "Affle, Yahoo India enter into a partnership for mobile ads in India". TechCircle. Tech Circle. Retrieved 26 February 2018.
  48. "Affle's Fraud Detection Platform - mFaaS Wins Big Data Technology Product of the Year at IAMAI's 8th India Digital Awards". afaqs!. afaqs! News Bureau. 22 January 2018.
  49. "Mindshare, GlaxoSmithKline Consumer Healthcare Win Honours At Maddies 2017". exchange4media. exchange4media. 12 October 2017. Retrieved 26 February 2018.
  50. "Mobile Marketing Association Forum India 2013 SMARTIES". Little Black Book. Sep 2013. Retrieved 18 July 2018.
  51. "2013 MOBILE WINNERS GALLERY". MMA Global. Retrieved 18 July 2018.
  52. "Affle, Aircel win at MMA Awards". Afaqs. Afaqs News Bureau. Retrieved 26 February 2018.
  53. "Affle wins prestigious Frost & Sullivan Product Innovation Award for SMS2.0". IndiaInfoLine. IndiaInfoLine. Retrieved 26 February 2018.

External links[edit | edit source]


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