SoftBank-backed Appier acquires Japanese behavioral data firm Emin

Taiwan-based AI startup Appier announced it has acquired Tokyo-based behavioral data provider Emotion Intelligence (Emin). The transaction was mostly done via a cash deal, according to a statement.

Some of Emin’s key angel investors, including DeNA co-founder Shogo Kawada and former Enish CEO Masanori Sugiyama, will join Appier’s shareholder roster as part of the deal.

Appier CEO Chih-Han Yu (left) and Emin CEO Asami Ota / Photo credit: Appier

Founded in 2011, Emin’s technology perceives human emotions in order to predict behavioral changes. It uses AI to identify which customers will definitely make a purchase and those who definitely will not. The company’s platform focuses on shoppers that are undecided but likely to make a purchase with additional incentives like coupons.

“Shopping cart abandonment is a big problem for online retailers – if not the most challenging of all – and one that we’re committed to solving,” Appier CEO Chih-Han Yu said, adding that Emin’s technology will help solve the problem.

The Japanese firm currently has more than 800 customers, according to the statement, including leading ecommerce platforms and brands such as Golf Digest Online, Lohaco, and others.

Now as part of Appier, Emin will provide users with AI-powered marketing tools aimed at driving consumer engagement across multiple channels. Appier also expects that the acquisition will help it drive sales and support customer development, reengagement, and retention.

Emin’s AI-equipped web customer service tool, formerly known as ZenClerk, will also be named AiDeal as it joins Appier’s suite of products. It will allow Appier’s clients to speed up customer time to purchase and help prevent cart abandonment through discounts and deals.

In August 2018, Appier acquired Bangalore-based marketing automation startup Qgraph for an undisclosed sum to support the development of its marketing automation platform, Aiqua. Prior to that, the company secured US$33 million in its series C round, which saw participation from SoftBank, Line, EDBI, and its parent company, Naver.