Ongoing IPO – Affle India Limited
Company & Business Profile
Incorporated in 2005, Affle (India) Limited is a mobile marketing firm offering a Consumer and Enterprise Platforms. The platform is built to mitigate digital ad fraud, assisting consumer privacy expectations and improve returns on marketing expenses by delivering mobile ads.
The advertising agencies of business to consumer (B2C) companies uses the consumer platform across different industries. The list of industries includes telecom, fin-tech, e-commerce, retail, FMCG companies, and media.
Affle uses user-intent indicators based on transactional data, marketing attribution and behavioural signals. Based on such information, the company predicts the likely interest of the user. It keeps on updating the system based on data to improve consumer engagement and enable consumer actions. The company runs the campaigns on data intelligence basis to drive high volumes at an efficient price.
The company earns revenue from a cost per converted user (CPCU) basis. The conversion can be based on the transaction (purchase a product or service) and consumer acquisition model (acquire a new consumer). Besides, the company also earns revenue by engagement and awareness type advertising.
Affle also provides end-to-end solutions by developing App, offering enterprise platform, assisting offline e-commerce businesses in offline to online commerce. Microsoft has a 6.48% stake in the Singapore based Affle Holdings.
The competitive strengths of the company are:
1. A high growth market
2. A good track record
3. Low-cost business model
4. Deep understanding of consumer intent and behaviour
5. Global customer base
Objects of the Issue
The objects for which the company intends to use the Net Proceeds are as follows:
1. Funding the working capital requirements of the Company; and
2. General corporate purposes.
Listing:
The equity shares of the compa8sny are proposed to be listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE).
Indicative Timetable
Activity On or before
Finalisation of Basis of Allotment Aug 5, 2019
Refunds/Unblocking ASBA Fund Aug 6, 2019
Credit of equity shares to Depository account Aug 7, 2019
Trading commences Aug 8, 2019
