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Mobify, a Vancouver, Canada-based startup that says it “deliver[s] exceptional mobile shopping experiences” to online retailers, took in $10 million in a first round of funding, the startup announced Friday.

The round was led by German venture capital firm Acton Capital Partners. The startup also added Acton partner and former Amazon vice president Hannes Blum and Influitive CEO Mark Organ to its board.

“We’re very pleased to announce this investment round as well as acknowledge the enormous expertise Hannes and Mark bring to our board,” said Igor Faletski, Mobify CEO.

“With the new financing, Mobify can bring its expertise to new markets where mobile customer engagement can make shopping better and more personal,” he added.

The mobile engagement industry is a hot one, with at least 64 companies being funded over the past decade with close to $1 billion in venture capital. In just the last year alone, at least seven companies have been acquired in the wider mobile engagement area, including Loop, Appoxee, Appiterate, Splitforce, Vessel, TapCrowd, Artisan Mobile and Maxymiser, according to VB Profiles.

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