Fractal Analytics acquires Singapore-based Mobius Innovations

Global analytics provider Fractal Analytics has acquired Mobius Innovations, Singapore-based mobile context awareness startup, for an undisclosed sum. Mobius is a venture launched by Fractal’s co-founder Nirmal Palaparthi in 2012. “As consumers, we now expect companies we do business with 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 CEO of Fractal. [caption id=“attachment_1999229” align=“alignleft” width=“380”] data[/caption] “Mobius acquisition will enable our clients to drive hyper-personalised customer conversations on mobile platforms through real time learning using customer context.” “As individuals, we live in a dynamic world where we are more than the sum of our stated preferences and transactions. We developed Mobius to enhance consumer intelligence based on when and where they are in their lives and at a given moment. This integration will help Fractal advance its innovative analytics platform to help serve the needs of clients around the globe,” Palaparthi, CEO and founder of Mobius Innovations. Palaparthi launched the firm after quitting Fractal in 2012. Mobius helps retailers and e-commerce companies create a personalised experience for their users on mobile by running machine-learning algorithms on user interaction history. Its flagship product Contextudio is a context awareness platform that gathers information such as geo-location and open social media data and sentiments to strengthen customer intelligence. In June 2013, Fractal had raised $25 million in funding from private equity investor TA Associates.