Fractal Analytics acquires mobile context awareness platform Mobius Innovations

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Advanced analytics provider Fractal Analytics on Monday said it has acquired Mobius Innovations, a mobile context awareness platform founded by Fractal's co-founder Nirmal Palaparthi.

The acquisition will help Fractal strengthen its flagship personalised marketing solution.

Palaparthi had left Fractal in 2012 and set up Mobius Innovations in Singapore and built Contextudio, a context awareness platform that gathers information like geolocation and open social media data to strengthen customer intelligence.

"As consumers, we now expect companies we do business to understand us people, know our context and help us solve our problem by offering us relevant products or information in real time," said Srikanth Velamakanni, co-founder and chief executive officer of Fractal Analytics.

"Mobius acquisition will enable our clients to drive hyper-personalised customer conversations on mobile platforms through real time learning using customer context."