Affle to Acquire Strategic Stake in Indus OS, India’s Largest Independent Indigenous Apps Store

Affle (India) Limited through its subsidiaries (“Affle”), today announced the signing of a definitive agreement to acquire 8.0% ownership in OSLabs Pte. Ltd., Singapore  (“Indus OS”). Indus OS operates India’s largest independent indigenous apps store, with key investment from Samsung Venture Investment Corporation.

A homegrown app and content discovery platform - Indus OS’ key offering - “Indus App Bazaar” has over 400,000 apps accessible in English and 12 Indian languages including Hindi, Gujarati, Marathi, Tamil, Telugu, Urdu, Odia, Punjabi, Malayalam, Bengali, Assamese and Kannada. It is a default apps store for all Samsung devices in India powering the Samsung’s Galaxy store, and partners with many of the Indian OEMs as well. Indus OS platform is designed to help users discover digital content and services in the language of their choice. Utilizing its proprietary AI-driven app recommendation engine, Indus OS optimizes the user experience, delivering higher engagements and bringing app developers, smartphone brands and users on a single India centric platform.

Commenting on this development, Anuj Khanna Sohum, the Chairman, MD and CEO at Affle said “We are excited to announce our strategic investment in Indus OS. This investment reaffirms our commitment to Affle2.0 growth strategy and building a sustainable market leadership. We derive significant synergies with the Indus OS App Bazaar which through its multi-lingual capabilities, deeply enhances our vernacular scale and the verticalization strategy. It strengthens Affle’s position as the enabling platform for the indigenous apps ecosystem in India, ensuring a digitally inclusive growth for our customers.”

Talking about it, Rakesh Deshmukh, the Co-founder, Director and CEO of Indus OS commented “We are thrilled to commence on this exciting journey together with Affle. Indus OS platform with its indigenous app store capabilities, thousands of apps and powered by a robust app recommendation engine is deployed by Samsung and many Indian OEMs. This deal would strategically strengthen our market position and create a leading one-of-a-kind engagement model for the Indian users. I would like to thank our team, users and partners for their continued support, and looking forward to our long-term collaboration together with Affle.”

About Affle

Affle is a global technology company with a proprietary consumer intelligence platform that delivers consumer engagements, acquisitions and transactions through relevant Mobile Advertising. The platform aims to enhance returns on marketing investment through contextual mobile ads and also by reducing digital ad fraud. While Affle's Consumer platform is used by online & offline companies for measurable mobile advertising, its Enterprise platform helps offline companies to go online through platform-based app development, enablement of O2O commerce and through its customer data platform.

Affle (India) Limited successfully completed its IPO in India and now trades on the stock exchanges (BSE: 542752 & NSE: AFFLE). Affle Holdings is the Singapore based promoter for Affle (India) Limited, and its investors include Microsoft, D2C (An NTT DoCoMo, Dentsu & NTT Advertising JV), Itochu, Bennett Coleman & Company (BCCL) amongst others.

For more information visit www.affle.com

For further queries, you may contact - pr@affle.com

About Indus OS

Established in 2015, Indus OS is a “Made-In-India” technology brand, building India’s only content and commerce platform for users to discover and consume digital content and services in the language of their choice. Indus OS operates its own app Store - Indus App Bazaar with over 400,000 applications, providing users a seamless experience in English and 12 Indian languages including Hindi, Gujarati, Marathi, Tamil, Telugu, Urdu, Malayalam, and Bengali, amongst others. It is built on a strong personalized recommendation engine delivering users the option to download apps that best serve their needs. Utilizing its proprietary AI-driven app recommendation engine, Indus OS optimizes the user experience, delivering higher engagements and bringing app developers, smartphone brands and users on a single India centric platform.

Ad-Tech Firm Affle to Acquire Mediasmart in € 5.12 Mn Deal

Ad-tech company Affle on Friday said it will acquire Spanish firm Mediasmart in a EUR 5.12 million (Rs 40.87 crore) deal.

Mediasmart provides advertisers, trading desks and agencies an integrated mobile advertising platform.

Its proximity marketing solutions allow it to deliver location targeted campaigns with real time footfall tracking and offline attribution.

Its total revenue for the financial year ended December 31, 2019, was EUR 5.95 million.

"A total consideration of EUR 5.12 million including contingent consideration to be paid for the acquisition of 100 per cent shares and economic rights of employees (subject to certain performance conditions over 4 years period and also subject to certain closing
adjustments)," Affle said in a regulatory filing.

It added that this also includes the payments to employees (other than economic rights of employees) amounting up to EUR 0.62 million, to be paid over a period of four years.

As per the deal, 94.78 per cent shares are to be transferred by March 31, 2020 and the balance 5.22 per cent shares to be transferred on or before March 31, 2021, the filing said.

Mediasmart has the perfect team, culture and tech platform for Affle to build greater strategic presence in Europe, Latin America and US, according to Affle Chairman, MD and CEO Anuj Khanna Sohum.

"Their proximity marketing programmatic platform strengthens our omnichannel platform to enable marketers to drive incremental online and offline conversions in both developed and emerging markets," he added. PTI SR