How Bharti Airtel is boosting its digital capabilities with Lemnisk deal

Telecom driver Bharti Airtel has acquired a strategic stake of around 8 per cent in Lemnisk under its incipiency accelerator programme for an undisclosed quantum, the company said on Tuesday.

Bengaluru- grounded Lemnisk offers real- time marketing robotization and secure client Data Platform( CDP) able of orchestrating one- to- one personalisation andcross-channel client peregrinations at scale that increases transformations, retention and growth for enterprises. “Lemnisk will now be a part of our digital invention machine, and we're happy to welcome them to the Airtel incipiency accelerator programme.

We see great eventuality in this alliance and together with Lemnisk we aim to produce world's largest CDP platform. Lemnisk's real- time marketing robotization machine is a natural fit for us, where over 350 million guests interact with brands daily through multiple touch points," Airtel Digital CEO Adarsh Nair said in a statement.

In a nonsupervisory form, the company bared that it has acquired around 8 per cent stake in the incipiency in an each- cash deal without telling the fiscal details. Lemnisk has services in Singapore, Dubai, Boston and Bengaluru. The company will make CDP platform across Airtel's digital businesses, including announcement- tech( Airtel Advertisements), digital entertainment( Wynk Music and Airtel Xstream), and digital business( Airtel Thanks app).

In future, Airtel plans to offer this service to its enterprise guests through network integrated pall platform as a service Airtel IQ. The platform will offer enterprises an occasion to produce a nimble, scalable and omni- channel engagement for its guests. “My co-founders Rinku Ghosh and Praveen D. S. and I are really eager to strategically partner with Airtel and work together to generate immense value from client data, putting sequestration and concurrence fabrics at the core.

Airtel's ambition aligns with our vision to offer a single amicable platform to super large enterprises that both organizes and activates high volume and high haste data," Lemniskco-founder & CEO Subra Krishnan said.

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