Fanplayr, a US-based e-commerce giant, has established its Asia Pacific headquarters in Melbourne, opening opportunities for highly skilled jobs in Victoria’s growing tech sector.
The new office seeks to deliver innovative e-commerce solutions across the region and create 50 engineering jobs over the next four years.
Fanplayr’s proprietary segmentation-as-a-service, equipped with artificial intelligence and machine learning, uses real-time analyses of online behaviour to enable businesses to increase their online footprint and create compelling offers to customers with tailored recommendations during and after the shopping experience.
The company has secured an Australian patent for its technology, making it the first and only company in the country to hold a patent for this type of solution.
Simon Yencken, founder and CEO of the company, is a Melbourne-born expert in behavioural economics. This new discipline combines economics and psychology to understand how and why people behave so that retailers can provide relevant and meaningful experiences to customers.
“We’re excited to bring our tech to Melbourne, the heart of Australia’s rapidly growing e-commerce ecosystem, and bring further innovation to the sector,” Yencken said.
The company is based in Palo Alto, California, and has headquarters in Buenos Aires, Brazil, Mexico, Milan, London, Manchester, Amsterdam, Stockholm, Hamburg, and Tokyo.
