New Delhi, Jan 12 (IANS): Global advanced analytics provider Fractal Analytics has acquired mobile context awareness platform Mobius Innovations to strengthen and deliver its flagship personalized marketing solution Customer Genomics, company statement said here Monday.

Mobius was founded by Fractal's co-founder Nirmal Palaparthi.

"As consumers, we now expect companies we do business with, to understand us, know our context and help us solve our problem by offering us relevant products or information in real time," said Srikanth Velamakanni, co-founder and chief executive officer (CEO) of Fractal Analytics.

"Mobius' acquisition will enable our clients to drive hyper-personalized customer conversations on mobile platforms through real time learning using customer context," he added.

"As individuals, we live in a dynamic world where we are more than the sum of our stated preferences and transactions," said Palaparthi, CEO and founder of Mobius Innovations.

"We developed Mobius to enhance consumer intelligence based on when and where they are in their lives and at a given moment. This integration will help Fractal further advance its innovative analytics platform to help serve the needs of clients around the globe," he added.

"Today, customers are sharing more information on mobile & social than anywhere else. Mobius's innovative technology allows us to plug into these ecosystems. It fits neatly in our Customer Genomics product roadmap to build deeper understanding of customers through every interaction and transaction so that our clients can hyper-personalize every customer conversation," said Natwar Mall, CEO of the products business at Fractal.