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New Delhi: Mobile messaging and advertising company Affle has acquired the India-based mobile application development company Appstudioz. With this acquisition, Appstudioz has now merged with Affle’s Media Lab business. Affle will also be setting up its global R&D centre in India to help strengthen its mobile app & ad technology platform. The 200-member Appstudioz team is expected to join this facility.
Affle founder, CEO and chairman Anuj Khanna Sohum said that this acquisition will allow Affle to position itself as an end-to-end mobile marketing solution for publishers, advertisers and agencies. Traditionally advertisers are dependent on multiple partners for development of apps, analytics, monetisation, etc.

Founded in 2011 by Sourabh Singh, Appstudioz develops iOS, Android, Windows phone, HTML5 and web apps across verticals like games, media, consumer, enterprise, healthcare, navigation, finance and augmented reality for its clients. Its website claims that the company’s clients include the likes of The Times Group, ESPN, Fashionandyou, and Dealsandyou among others.

Affle provides a Mobile Apps and Ads as Service (MAAS) platform for publishers and marketers. Along with Appstudioz, which creates apps, Affle currently offers ad2campaign for ad serving, programmatic mobile media procurement and analytics and Ripple for rich media/video ad-authoring across platforms.

Partnerships: Previously in 2013, Affle had inked an exclusive partnership with the India Today Group to power all the video and rich media advertising for India Today Group properties through the video ad network it launched in 2012, Ripple. The company also entered in a partnership with Yahoo India to sell Yahoo’s mobile ad inventory across mobile devices and a partnership with Samsung to launch a co-branded cricket site for Windows phone 7, in 2012. The company had formed a mobile marketing joint venture with Japanese mobile advertising firm D2 Communications called ad2c for the Indian market, also in 2012.