Gaining Confidence and Accelerating Growth
Backed by Accreditation@SG Digital, mobile media tech company Affle is set for future growth
Amidst Singapore’s move towards the digital economy, Affle, a home-grown mobile media tech company which uses machine learning to help enterprises and advertisers effectively target smartphone users, is projecting at least 50 per cent growth in business as it adds government agencies and large local enterprises to its existing clientele of multinationals such as Cadbury, Amazon and Flipkart India.
One of the first steps Affle took to realising this vision was to be SG:D Accredited. The Accreditation@SG Digital (Accreditation@SGD) programme accredits promising Singapore-based high-growth infocomm media companies to establish their credentials to potential buyers, building their track record and accelerating growth through facilitating strategic partnerships and new growth capital. Having undergone the rigorous evaluation process, Affle’s Founder and Chief Executive Officer, Anuj Khanna Sohum is convinced of how this programme provides end users with the assurance of an accredited company’s products and its ability to deliver.
“I don’t think we have been checked as deeply by any other investors,” said Anuj whose company is backed by the likes of Japanese mobile ad agency, D2C and technology company, Microsoft. As an independent third-party evaluator, IMDA not only examined the company’s finances, business operations and technical capabilities but also spoke to its clients to obtain feedback. “I think what IMDA did to us was at a new level. When we passed that, it was like passing a very valuable exam of credibility.”
Accredited since November 2017, Affle has already seen the benefits it can bring. Investors are more convinced about the company’s growth prospects. “When we talk to investors, the fact that we are SG:D Accredited is a significant plus point in our negotiation — whether its valuation, how much money they will invest, or whether they would invest or not,” says Anuj. “It has given us a lot more confidence and belief.”
Being accredited is not the only reason why the 39-year-old is bullish about his company. Having its headquarters and intellectual property in Singapore has also allowed Affle to leverage on the country’s brand credibility and to tap into its diverse and global talent pool. Anuj is a product of this inclusive culture having first came to Singapore from New Delhi on a scholarship when he was 16 years old. He eventually obtained a computer engineering degree from the National University of Singapore, started two tech companies, and sold them before founding Affle in 2006.
Reflecting on how Affle has grown from just an idea to a successful business in India, Indonesia, Japan and USA, the now Permanent Resident says Singapore is “a great platform” to run his global company and power its upcoming growth. “With the support of IMDA and the ecosystem, there’s a higher chance that you’ll achieve it,” he says. “The benefit is already there, now we need to execute and realise it.”
As a key contributor to the Digital Economy, the Accreditation@SGD programme plays a vital role in growing Singapore’s ICM technology industry. For more information about the programme, visit: https://www.imda.gov.sg/industry-development/programmes-and-grants/startups/accreditation-at-sgd
