Airtel Buys Stake in Customer Data Platform Lemnisk

In India, telecoms services company Bharti Airtel has acquired an 8% stake in Lemnisk, which offers a real-time marketing automation and customer data platform (CDP) for one-to-one personalization and cross-channel customer journey management at scale. Terms of the deal were not disclosed.

Bengaluru-based Lemnisk, which also has offices in the US, UAE and Singapore, engages users by ensuring an 'omnichannel user experience' - whether they are on a web page, mobile app, or any other marketing channel. Its tools promise hyper-personalization for enterprises, assimilating customer data and personalizing the digital experience for each user with the right message and context.

As part of the deal, Bharti Airtel and Lemnisk say they will work together to build the 'world's largest CDP platform'. This will be done across Airtel's digital businesses including Ad-tech (Airtel Ads), Digital Entertainment (Wynk Music and Airtel Xstream) and Digital Marketplace (Airtel Thanks App). In the future, Airtel plans to offer this service to its enterprise customers through the Airtel IQ network integrated 'Cloud Platform as a Service' (CPaaS) platform.

Speaking about the investment, Airtel Digital CEO Adarsh Nair says: 'Lemnisk's real time marketing automation engine is a natural fit for us, where over 350 million customers interact with brands daily through multiple touch points'. Subra Krishnan (pictured), co-founder & CEO of Lemnisk, adds: 'My co-founders, Rinku Ghosh and Praveen DS, and I are very excited to partner with Airtel and work together to unlock enormous value from customer data. Airtel's ambition aligns with our vision to offer a single frictionless platform to super large enterprises that both organizes and activates high volume and high velocity data'.

Web sites: www.airtel.in and www.lemnisk.co .