Personal blog of Yzmir Ramirez

Media technology company Amagi announced Friday $100 million to further develop its cloud-based SaaS technology for broadcast and connected televisions.

Accel, Avataar Ventures and Norwest Venture Partners joined existing investor Premji Invest in the funding round, which included buying out stakes held by Emerald Media and Mayfield Fund. Nadathur Holdings continues as an existing investor. The latest round gives Amagi total funding raised to date of $150 million, Baskar Subramanian, co-founder and CEO of Amagi, told TechCrunch.

Bangalore-based Amagi provides cloud broadcast and targeted advertising software so that customers can create content that can be created and monetized to be distributed via broadcast TV and streaming TV platforms like The Roku Channel, Samsung TV Plus and Pluto TV. The company already supports more than 2,000 channels on its platform across over 40 countries.

“Video is a complex technology to manage — there are large files and a lot of computing,” Subramanian said. “What Amagi does is enable a content owner with zero technology knowledge to simplify that complex workflow and scalable infrastructure. We want to make it easy to plug in and start targeting and monetizing advertising.”

As a result, Amagi customers see operational cost savings on average of up to 40% compared to traditional delivery models and their ad impressions grow between five and 10 times.

The new funding comes at a time when the company is experiencing rapid growth. For example, Amagi grew 30 times in the United States alone over the past few years, Subramanian said. Amagi commands an audience of over 2 billion people, and the U.S. is its largest market. The company also sees growth potential in both Latin America and Europe.

In addition, in the last year, revenue grew 136%, while new customer year over year growth was 44%, including NBCUniversal — Subramanian said the Tokyo Olympics were run on Amagi’s platform for NBC, USA Today and ABS-CBN.

As more of a shift happens with video content being developed for connected television experiences, which he said is a $50 billion market, the company plans to use the new funding for sales expansion, R&D to invest in the company’s product pipeline and potential M&A opportunities. The company has not made any acquisitions yet, Subramanian added.

In addition to the broadcast operations in New Delhi, Amagi also has an innovation center in Bangalore and offices in New York, Los Angeles and London.

“Consumer behavior and infrastructure needs have reached a critical mass and new companies are bringing in the next generation of media, and we are a large part of that growth,” Subramanian said. “Sports will come on quicker, while live news and events are going to be one of the biggest growth areas.”

Shekhar Kirani, partner at Accel, said Amagi is taking a unique approach to enterprise SaaS due to that $50 billion industry shift happening in video content, where he sees half of the spend moving to connected television platforms quickly.

Some of the legacy players like Viacom and NBCUniversal created their own streaming platforms, where Netflix and Amazon have also been leading, but not many SaaS companies are enabling the transition, he said.

When Kirani met Subramanian five years ago, Amagi was already well funded, but Kirani was excited about the platform and wanted to help the company scale. He believes the company has a long tailwind because it is saving people time and enabling new content providers to move faster to get their content distributed.

“Amagi is creating a new category and will grow fast,” Kirani added. “They are already growing and doubling each year with phenomenal SaaS metrics because they are helping content providers to connect to any audience.

Getting inside the mind of customers is a challenge as behaviors and demands shift, but Clootrack believes it has cracked the code in helping brands figure out how to do that.

It announced $4 million in Series A funding, led by Inventus Capital India, and included existing investors Unicorn India Ventures, IAN Fund and Salamander Excubator Angel Fund, as well as individual investment from Jiffy.ai CEO Babu Sivadasan. In total, the company raised $4.6 million, co-founder Shameel Abdulla told TechCrunch.

Clootrack is a real-time customer experience analytics platform that helps brands understand why customers stay or churn. Shameel Abdulla and Subbakrishna Rao, who both come from IT backgrounds, founded the company in 2017 after meeting years prior at Jiffstore, Abdulla’s second company that was acquired in 2015.

Clootrack team. Image Credits: Clootrack

Business-to-consumer and consumer brands often use customer satisfaction metrics like Net Promoter Score to understand the customer experience, but Abdulla said current methods don’t provide the “why” of those experiences and are slow, expensive and error-prone.

“The number of channels has increased, which means customers are talking to you, expressing their feedback and what they think in multiple places,” he added. “Word of mouth has gone digital, and you basically have to master the art of selling online.”

Clootrack turns the customer experience data from all of those first-party and third-party touchpoints — website feedback, chat bots, etc. — into granular, qualitative insights that give brands a look at drivers of the experience in hours rather than months so that they can stay on top of fast-moving trends.

Abdulla points to data that show a customer’s biggest driver of brand switch is the experience they receive. And, that if brands can reduce churns by 5%, they could be looking at an increase in profits of between 25% and 95%.

Most of the new funding will go to product development so that all data aggregations are gathered from all possible touchpoints. His ultimate goal is to be “the single platform for B2C firms.”

The company is currently working with over 150 customers in the areas of retail, direct-to-consumer, banking, automotive, travel and mobile app-based services. It is growing nine times year over year in revenue. It is mainly operating in India, but Clootrack is also onboarding companies in the U.S. and Europe.

Parag Dhol, managing director of Inventus, said he has known Abdulla for over five years. He had looked at one of Abdulla’s companies for investment, but had decided against it due to his firm being a Series A investor.

Dhol said market research needs an overhaul in India, where this type of technology is lagging behind the U.S.

“Clootrack has a very complementary team with Shameel being a complete CEO in terms of being a sales guy and serial entrepreneur who has learned his lessons, and Subbu, who is good at technology,” he added. “As CMOs realize the value in their unstructured data inside of their own database of the customer reviews and move to real-time feedback, these guys could make a serious dent in the space.”

Gupshup, a business messaging platform that began its journey in India 15 years ago, surprised many when it raised $100 million in April this year, roughly 10 years after its last financing round, and attained the coveted unicorn status. Now just three months later, the San Francisco-headquartered startup has secured even more capital from high-profile investors.

On Wednesday, Gupshup said it had raised an additional $240 million as part of the same Series F financing round. The new investment was led by Fidelity Management, Tiger Global, Think Investments, Malabar Investments, Harbor Spring Capital, certain accounts managed by Neuberger Berman Investment Advisers and White Oak.

Neeraj Arora, formerly a high-profile executive at WhatsApp who played an instrumental role in helping the messaging platform sell to Facebook, also wrote a significant check to Gupshup in the new tranche of investment, which continues to value the startup at $1.4 billion as in April.

In an interview with TechCrunch earlier this week, Beerud Sheth, co-founder and chief executive of Gupshup, said he extended the financing round after receiving too many inbound requests from investors. The new investors will provide the startup with crucial insight and expertise, he said. The round is now closed, he continued.

The startup, which operates a conversational messaging platform that is used by over 100,000 businesses and developers today to build their own messaging and conversational experiences to serve their users and customers, is beginning to consider exploring the public markets by next year, said Sheth, though he cautioned a final decision is yet to be made.

“Conversation is becoming a bigger part of doing business and it has partly been driven by the pandemic,” he said over a phone call. “Second, we have always been the leader in this space, but the product innovation we have focused on in the last two to three years has worked in our favor.”

The new investment, which includes some secondary buyback (some early investors and employees are selling their stakes), will be deployed into broadening the product offerings of Gupshup, he said. The startup is also eyeing some M&A opportunities and may close some deals this year, he added.

Some of the notable customers of Gupshup, which leads the business messaging market. Image Credits: Gupshup

Before Gupshup became so popular with businesses, it existed in a different avatar. For the first six years of its existence, Gupshup was best known for enabling users in India to send group messages to friends. (These cheap texts and other clever techniques enabled tens of millions of Indians to stay in touch with one another on phones a decade ago.)

That model eventually became unfeasible to continue, Sheth told TechCrunch in an earlier interview.

“For that service to work, Gupshup was subsidizing the messages. We were paying the cost to the mobile operators. The idea was that once we scale up, we will put advertisements in those messages. Long story short, we thought as the volume of messages increases, operators will lower their prices, but they didn’t. And also the regulator said we can’t put ads in the messages,” he said earlier this year.

That’s when Gupshup decided to pivot. “We were neither able to subsidize the messages, nor monetize our user base. But we had all of this advanced technology for high-performance messaging. So we switched from a consumer model to an enterprise model. So we started to serve banks, e-commerce firms and airlines that need to send high-level messages and can afford to pay for it,” said Sheth, who also co-founded freelance workplace Elance in 1998.

Over the years, Gupshup has expanded to newer messaging channels, including conversational bots and it also helps businesses set up and run their WhatsApp channels to engage with customers.

Sheth said scores of major firms worldwide in banking, e-commerce, travel and hospitality and other sectors are among the clients of Gupshup. These firms are using Gupshup to send their customers transaction information and authentication codes, among other use cases. “These are not advertising or promotional messages. These are core service information,” he said.

“We have followed Gupshup’s progress for a long while and believe that they are the most evolved customer communications platform In India and increasingly in other emerging markets, with a leadership position in the most attractive and fastest growing subsegments of the market,” said Sumeet Nagar, managing director of Malabar Investments, in a statement.

“We believe that Beerud and team have the unique opportunity to expand the addressable market on the back of new offerings and scale the business up significantly, which is a perfect recipe for massive value creation. I have known Beerud for over three decades, and all of us at Malabar are delighted to partner with Gupshup in the next stage of their journey.”

Arm today announced the launch of two new platforms, Arm Neoverse V1 and Neoverse N2, as well as a new mesh interconnect for them. As you can tell from the name, V1 is a completely new product and maybe the best example yet of Arm’s ambitions in the data center, high-performance computing and machine learning space. N2 is Arm’s next-generation general compute platform that is meant to span use cases from hyperscale clouds to SmartNICs and running edge workloads. It’s also the first design based on the company’s new Armv9 architecture.

Not too long ago, high-performance computing was dominated by a small number of players, but the Arm ecosystem has scored its fair share of wins here recently, with supercomputers in South Korea, India and France betting on it. The promise of V1 is that it will vastly outperform the older N1 platform, with a 2x gain in floating-point performance, for example, and a 4x gain in machine learning performance.

Image Credits: Arm

“The V1 is about how much performance can we bring — and that was the goal,” Chris Bergey, SVP and GM of Arm’s Infrastructure Line of Business, told me. He also noted that the V1 is Arm’s widest architecture yet. He noted that while V1 wasn’t specifically built for the HPC market, it was definitely a target market. And while the current Neoverse V1 platform isn’t based on the new Armv9 architecture yet, the next generation will be.

N2, on the other hand, is all about getting the most performance per watt, Bergey stressed. “This is really about staying in that same performance-per-watt-type envelope that we have within N1 but bringing more performance,” he said. In Arm’s testing, NGINX saw a 1.3x performance increase versus the previous generation, for example.

Image Credits: Arm

In many ways, today’s release is also a chance for Arm to highlight its recent customer wins. AWS Graviton2 is obviously doing quite well, but Oracle is also betting on Ampere’s Arm-based Altra CPUs for its cloud infrastructure.

“We believe Arm is going to be everywhere — from edge to the cloud. We are seeing N1-based processors deliver consistent performance, scalability and security that customers want from Cloud infrastructure,” said Bev Crair, senior VP, Oracle Cloud Infrastructure Compute. “Partnering with Ampere Computing and leading ISVs, Oracle is making Arm server-side development a first-class, easy and cost-effective solution.”

Meanwhile, Alibaba Cloud and Tencent are both investing in Arm-based hardware for their cloud services as well, while Marvell will use the Neoverse V2 architecture for its OCTEON networking solutions.

Darwinbox, which operates a cloud-based human resource management platform, has raised $15 million in a new financing round as the Indian startup looks to further expand in the country and Southeast Asian markets.

The new round — a Series C — for the Hyderabad-headquartered startup was led by Salesforce Ventures, the venture arm of the American enterprise giant. This is one of Salesforce Ventures’ rare investments in Asia. Existing investors, including Lightspeed India and Sequoia Capital India, also participated in the round, which brings the five-year-old startup’s raise to-date to about $35 million.

More than 500 firms — including Tokopedia, Indorama, JG Summit Group, Zilingo, Zalora, Fave, Adani, Mahindra, Kotak, TVS, National Stock Exchange, Ujjivan Small Finance Bank, Dr.Reddy’s, Nivea, Puma, Swiggy and Bigbasket — use Darwinbox’s HR platform to provide more than a million employees of theirs with a range of features in 60 nations, up from about 200 firms across 50 nations in late 2019, said Chaitanya Peddi, co-founder of Darwinbox, in an interview with TechCrunch.

Peddi said the startup has always looked up to Salesforce for inspiration, and investment from the enterprise giant is “nothing sort of a child receiving validation from their father,” he said.

The fundraise caps the most successful year for the startup that started with uncertainty as the coronavirus spread across Asian nations. The startup initially took a hit as its customers scrambled to navigate through the global pandemic, but the last two quarters have been its best to date, said Peddi.

Overall, the startup’s revenue has ballooned by 300% since September 2019, when it last raised money, he said. “In HR tech and SaaS space, we are now only behind SAP and Oracle in India in terms of revenue,” he said.

Dev Khare, a partner at Lightspeed India, an early backer of the startup, said that Darwinbox has become the preferred human capital management solution for Asian conglomerates, governments and high-growth businesses and multi-national corporations operating in Asia as they witness digital transformation.

Image Credits: Darwinbox

Darwinbox’s platform is built to take care of the entire “hiring to retiring” cycle needs of employees. It handles onboarding of new hires, keeps a tab on their performance, monitors attrition rate, and provides an ongoing feedback loop.

It also provides its customers with a social network for their employees to remain connected with one another and an AI assistant to apply for a leave or set up meetings with quick voice commands from their phones.

Peddi said the startup will deploy the fresh capital to expand to several more countries, especially in more emerging markets in the Middle East Asia and Africa, and broaden its offerings. “We will be leveraging the power of our platform to do a lot more. We are a product-led firm and our focus will remain on innovation in that space,” he said. The startup is also open to exploring opportunities to acquire smaller firms for inorganic growth, he said.

“India is home to one of the world’s youngest populations, and by 2050, it is expected to account for over 18% of the global working age population,” said Arundhati Bhattacharya, chairperson and CEO, Salesforce India, in a statement. “This makes technology platforms like Darwinbox, that focuses on workforces, incredibly important. I’m proud that Salesforce is supporting Darwinbox on their journey as they continue to grow and innovate in this space.”

Alex Kayyal, partner and head of international at Salesforce Ventures, told TechCrunch in an interview that the firm helps its partners in a number of ways, including exposing them to the firm’s customers, executives and their networks, and helping startups scale their business.

“We have one of the most innovative and disruptive customer bases that are looking for cloud solutions and digital transformation. So the opportunity to expose companies like Darwinbox to our customer base is something we get really excited about,” said Kayyal. Salesforce Ventures is exploring more investment opportunities in India, he said.

Cortana may have failed as a virtual assistant for consumers, but Microsoft is still betting on it (or at least its brand) for business use cases, now that it has rebranded it as a “personal productivity assistant” as part of Microsoft 365. Today, at its Ignite conference, Microsoft launched and announced a number of new Cortana services for business users.

These include the general availability of Cortana for the new Microsoft Teams displays the company is launching in partnership with a number of hardware vendors. You can think of these as dedicated smart displays for Teams that are somewhat akin to Google Assistant-enabled smart displays, for example — but with the sole focus on meetings. These days, it’s hard to enable a device like this without support for a voice assistant, so there you go. It’ll be available in September in English in the U.S. and will then roll out to Australia, Canada, the U.K. and India in the coming months.

In addition to these Teams devices, which Microsoft is not necessarily positioning for meeting rooms but as sidekicks to a regular laptop or desktop, Cortana will also soon come to Teams Rooms devices. Once we go back to offices and meeting rooms, after all, few people will want to touch a shared piece of hardware, so a touchless experience is a must.

For a while now, Microsoft has also been teasing more email-centric Cortana services. Play My Emails, a service that reads you your email out aloud and that’s already available in the U.S. on iOS and Android, is coming to Australia, Canada, the U.K. and India in the coming months. But more importantly, later this month, Outlook for iOS users will be able to interact with their inbox by voice, initiate calls to email senders and play emails from specific senders.

Cortana can now also send you daily briefing emails if you are a Microsoft 365 Enterprise user. This feature is now generally available and will get better meeting preparation, integration with Microsoft To Do and other new features in the coming months.

And if you’re using Cortana on Windows 10, this chat-based app now lets you compose emails, for example (at least if you speak English and are in the U.S.). And if you so desire, you can now use a wake word to launch it.

Amazon has found a new partner to expand the reach of its cloud services business — AWS — in India, the world’s second largest internet market.

On Wednesday, the e-commerce giant announced it has partnered with Bharti Airtel, the third-largest telecom operator in India with more than 300 million subscribers, to sell a wide-range of AWS offerings under Airtel Cloud brand to small, medium, and large-sized businesses in the country.

The deal could help AWS, which leads the cloud market in India, further expand its dominance in the country. The move follows a similar deal Reliance Jio — India’s largest telecom operator and which has raised more than $20 billion in recent months from Google, Facebook and a roster of other high-profile investors — struck with Microsoft last year to sell cloud services to small businesses. The two announced a 10-year partnership to “serve millions of customers.”

Airtel, which serves over 2,500 large enterprises and more than a million emerging businesses, itself signed a similar cloud deal with Google in January this year. That partnership is still in place, Airtel said.

“AWS brings over 175 services to the table. We pretty much support any workload on the cloud. We have the largest and the most vibrant community of customers,” said Puneet Chandok, President of AWS in India and South Asia, on a call with reporters Wednesday noon.

The two companies, which signed a similar agreement in 2015, will also collaborate on building new services and help existing customers migrate to Airtel Cloud, they said.

Today’s deal illustrates Airtel’s push to build businesses beyond its telecom venture, said Harmeen Mehta, Global CIO and Head of Cloud and Security Business at Airtel, on the call. Last month, Airtel partnered with Verizon — TechCrunch’s parent company — to sell BlueJeans video conferencing service to business customers in India.

Deals with carriers were very common a decade ago in India as tech giants rushed to amass users in the country. Replicating a similar strategy now illustrates the phase of the cloud adoption in the nation.

Nearly half a billion people in India came online last decade. And slowly, small businesses and merchants are also beginning to use digital tools, storage services, and accept online payments.

India has emerged as one of the emerging leading grounds for cloud services. The public cloud services market of the country is estimated to reach $7.1 billion by 2024, according to research firm IDC.

Hevo founders Manish Jethani and Sourabh Agarwal.

According to data pipeline startup Hevo, many small to medium-sized companies juggle more than 40 different applications to manage sales, marketing, finance, customer support and other operations. All of these applications are important sources of data that can be analyzed to improve a company’s performance. That data often remains separate, however, making it difficult for different teams to collaborate.

Hevo enables its clients’ employees to integrate data from more than 150 different sources, including enterprise software from Salesforce and Oracle, even if they don’t have any technical experience. The company announced today that it has raised an $8 million Series A round led by Singapore-based venture capital firm Qualgro and Lachy Groom, a former executive at payments company Stripe.

The round, which brings Hevo’s total raised so far to $12 million, also included participation from returning investors Chiratae Ventures and Sequoia Capital India’s early-stage startup program Surge. The company was first covered by TechCrunch when it raised seed funding in 2017.

Hevo’s Series A will be used to increase the number of integrations available on its platform, and hire sales and marketing teams in more countries, including the United States and Singapore. The company currently has clients in 16 markets, including the U.S., India, France, Australia and Hong Kong, and counts payments company Marqeta among its customers.

In a statement, Puneet Bysani, tech lead manager at Marqeta, said, “Hevo saved us many engineering hours, and our data teams could focus on creating meaningful KPIs that add value to Marqeta’s business. With Hevo’s pre-built connectors, we were able to get data from many sources into Redshift and Snowflake very quickly.”

Based in Bangalore and San Francisco, Hevo was founded in 2017 by chief executive officer Manish Jethani and chief technology officer Sourabh Agarwal. The two previously launched SpoonJoy, a food delivery startup that was acquired by Grofers, one of India’s largest online grocery delivery services, in 2015. Jethani and Agarwal spent a year working at Grofers before leaving to start Hevo.

Hevo originated in the challenges Jethani and Agarwal faced while developing tech for SpoonJoy’s order and delivery system.

“All of our team members would come to us and say, ‘hey, we want to look at these metrics,’ or we would ask our teams questions if something wasn’t working. Oftentimes, they would not have the data available to answer those questions,” Jethani told TechCrunch.

Then at Grofers, Jethani and Agarwal realized that even large companies face the same challenges. They decided to work on a solution to allow companies to quickly integrate data sources.

For example, a marketing team at an e-commerce company might have data about its advertising on social media platforms, and how much traffic campaigns bring to their website or app. But they might not have access to data about how many of those visitors actually make purchases, or if they become repeat customers. By building a data pipeline with Hevo, they can bring all that information together.

Hevo is designed to serve all sectors, including e-commerce, healthcare and finance. In order to use it, companies sign up for Hevo’s services on its website and employees enter their credentials for software supported by the platform. Then Hevo automatically extracts and organizes the data from those sources and prepares it for cloud-based data warehouses, such as Amazon Redshift and Snowflake. A user dashboard allows companies to customize integrations or hide sensitive data.

Hevo is among several “no code, low code” startups that have recently raised venture capital funding for building tools that enable non-developers to add features to their existing software. The founders say its most direct competitor is Fivetran, an Oakland, California-based company that also builds pipelines to move data to warehouses and prepare it for analysis.

Jethani said Hevo differentiates by “optimizing our product for non-technical users.”

“The number of companies who need to use data is very high and there is not enough talent available in the market. Even if it is available, it is very competitive and expensive to hire that engineering talent because big companies like Google and Amazon are also competing for the same talent,” he added. “So we felt that there has to be some democratization of who can use this technology.”

Hevo also focuses on integrating data in real time, which is especially important for companies that provide on-demand deliveries or services. During the COVID-19 pandemic, Jethani says e-commerce clients have used Hevo to manage an influx in orders as people under stay-at-home orders purchase more items online. Companies are also relying on Hevo to help organize and manage data as their employees continue to work remotely.

In a statement about the funding, Qualgro managing partner Heang Chhor said, “Hevo provides a truly innovative solution for extracting and transforming data across multiple data sources — in real time with full automation. This helps enterprises to fully capture the benefit of data flowing though the many databases and software they currently use. Hevo’s founders are the type of globally-minded entrepreneurs that we like to support.”

Bharti Airtel announced on Tuesday it has partnered with Verizon* to launch BlueJeans video-conferencing service in India to serve business customers in the world’s second largest internet market.

The video conferencing service, branded as Airtel BlueJeans in India, offers “enterprise-grade security” (which includes encrypted calls, ability to lock and password protect a meeting and generate randomized meeting IDs), a cloud point presence in India to enable low latency, HD video and Dolby Voice, and can accommodate up to 50,000 participants on a call.

Gopal Vittal, chief executive of Airtel, said in a call with reporters Tuesday that the Indian telecom operator is exploring ways to bring Airtel BlueJeans to home customers as well, though he cautioned that any such offering would take at least a few weeks to hammer out.

Airtel BlueJeans is being offered to businesses at no charge for the first three months, after which the video conferencing service will be offered at a “very competitive” price, said Vittal. Airtel will offer customized pricing plans for large businesses and small businesses, he added.

Airtel, the third largest telecom operator in India with 300 million subscribers, already maintains a partnership with G Suite and Cisco Webex, and Zoom. However, Vittal said that its collaboration with Verizon was “special” and enabled it to host data in India itself.

Verizon acquired BlueJeans in April this year. At the time, BlueJeans had over 15,000 business customers. Hans Vestberg, chief executive of Verizon, said on Tuesday that the American telecom giant was hopeful that Airtel BlueJeans would make major inroads in the Indian market, though he declined to share any figures.

Vestberg said Verizon is open to extending this partnership with Airtel to serve the Indian telecom operator’s business in African market, though both are currently focused on serving clients in India.

Tuesday’s announcement comes as video conferencing services have gained impressive momentum in India in recent months. Zoom app, which is also available to consumers, has already amassed over 35 million monthly active users in the country, according to mobile insights firm App Annie — data of which an industry executive shared with TechCrunch.

Reliance Jio Platforms, the top telecom operator in India with nearly 400 million subscribers, launched its video conferencing service JioMeet earlier this month. JioMeet is currently available to both consumers and business customers at no charge and a session on the service can last for up to 24 hours.

“We know we are not the first to launch a video conferencing in India, but we are confident that our differentiated offerings and brand value would stand out,” said Vittal.

Airtel BlueJeans, which includes BlueJeans’ Meetings, Events, Rooms, and Gateway for Microsoft Teams functionalities, will go live in India Tuesday evening.

*Verizon is TechCrunch’s parent company.

Customer engagement company Freshworks today announced that it has acquired Flint, an IT orchestration and cloud management platform based in India. The acquisition will help Freshworks strengthen its Freshservice IT support service by bringing a number of new automation tools to it. Maybe just as importantly, though, it will also bolster Freshworks’ ambitions around cloud management.

Freshworks CPO Prakash Ramamurthy, who joined the company last October, told me that while the company was already looking at expanding its IT services (ITSM) and operations management (ITOM) capabilities before the COVID-19 pandemic hit, having those capabilities has now become even more important, given that a lot of these teams are now working remotely.

“If you take ITSM, we allow for customers to create their own workflow for service catalog items and so on and so forth, but we found that there’s a lot of things which were repetitive tasks,” Ramamurthy said. “For example, I lost my password or new employee onboarding, where you need to auto-provision them in the same set of accounts. Flint had integrated with Freshservice to help automate and orchestrate some of these routine tasks and a lot of customers were using it and there’s a lot of interest in it.”

He noted that while the company was already seeing increased demand for these tools earlier in the year, the pandemic made that need even more obvious. And given that pressing need, Freshworks decided that it would be far easier to acquire an existing company than to build its own solution.

“Even in early January, we felt this was a space where we had to have a time-to-market advantage,” he said. “So acquiring and aggressively integrating it into our product lines seemed to be the most optimal thing to do than take our time to build it — and we are super fortunate that we placed the right bet because of what has happened since then.”

The acquisition helps Freshworks build out some of its existing services, but Ramamurthy also stressed that it will really help the company build out its operations management capabilities to go from alert management to also automatically solving common IT issues. “We feel there’s natural synergy and [Flint’s] orchestration solution and their connectors come in super handy because they have connectors to all the modern SaaS applications and the top five cloud providers and so on.”

But Flint’s technology will also help Freshworks build out its ability to help its users manage workloads across multiple clouds, an area where it is going to compete with a number of startups and incumbents. Since the company decided that it wants to play in this field, an acquisition also made a lot of sense given how long it would take to build out expertise in this area, too.

“Cloud management is a natural progression for our product line,” Ramamurthy noted. “As more and more customers have a multi-cloud strategy, we want to give them a single pane of glass for all the work workloads they’re running. And if they wanted to do cost optimization, if you want to build on top of that, we need the basic plumbing to be able to do discovery, which is kind of foundational for that.”

Freshworks will integrate Flint’s tools into Freshservice and likely offer it as part of its existing tiered pricing structure, with service orchestration likely being the first new capability it will offer.