InMobi launches Miip in India to drive dCommerce

InMobi, the mobile advertising network, announced the launch of its user-first discovery platform Miip in India. The platform offers customers a discovery-led mobile shopping experience, called dCommerce, and enables marketers to reach over 120m users and generate five billion discovery sessions in the country per month. Among app advertisers which have already signed up are and mobile wallet Paytm.
InMobi brings Miip to India
Naveen Tewari, Founder and CEO, InMobi, says:

“Miip will usher a new era of discovery-commerce (d-commerce) to Indian mobile users through these next-generation shopping experiences. Today, merchants both large and small are having a tough time getting users to discover and explore their products. Miip will create personalized shopping experiences to enable discovery of products from more mechants. We believe d-commerce through Miip can drive up to 80% of new product discoveries for merchants and aspire to enable almost 50% of mobile transactions for mobile commerce merchants in the country within the next 12-24 months.”

Claiming to reach one billion mobile users, Miip creates in-app discovery zones to help consumers find product and service recommendations. Embedded Buy buttons make it even easier to purchase recommended products. Vijay Shekhar Sharma, Founder and CEO, Paytm, explains:

“With more than 120 million Indian smartphone users active on the InMobi network every month, the ability to power frictionless payments and immediate transactions across apps is immensely powerful. With over 90% of our transactions already coming from smartphones, the ‘Buy with Paytm’ button on Miip will truly enhance more than a billion shopping sessions for all users and increase our market penetration.”

Mobile app developers can create more personalised product and app discovery experiences to monetise their apps. In addition, users can provide feedback on Miip results, allowing developers to tweak results further. With as a launch partner, InMobi will drive dCommerce alongside India’s largest online retailer. Kishore Thota, Head Digital Marketing, Amazon India, says:

“Today, over 60% of traffic on comes through mobile and a large quantum of shopping happens via the app. As we work towards transforming the way India buys and sells, platform like InMobi’s Miip platform will help us engage deeper with millions of users and facilitate cross-app shopping experiences.”

Miip will soon launch in beta with additional partners Magzter, Moneyview, Nestaway, Shopclues, Swiggy, Urban Ladder, Voxpop, Wooplr and Zimmber as well as previously announced collaborators JustFab, Joyus, Rhymeo, Spotiyf, TheRealReal and Vidzy.

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