App Leaders - Business of Apps https://www.businessofapps.com/app-leaders/feed/ Connecting the app industry Mon, 14 Aug 2023 14:34:24 +0000 en-US hourly 1 Alon Rivel https://www.businessofapps.com/app-leaders/alon-rivel/ Mon, 14 Aug 2023 14:34:24 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88890 Alon brings over 13 years of global leadership experience in creating high-performing teams and developing innovative marketing strategies. Alon is currently the VP, Marketing at Soothe, which supplies spa services on demand. Previously, Alon was the Director of Marketing for Outcomes4Me, where he led marketing and helped the company grow from seed to Series A while building the foundations needed for a health tech startup. He has also held senior roles at companies such as The New York Times, Lose It!, Jack’d, and Bloomberg. He holds a BA in Communication & Legal Studies from the University of Massachusetts Amherst with highest honors. He lives in Boston, MA with his husband, their 5-month-old son, and a French bulldog. In your own words, what’s your role in

The post Alon Rivel appeared first on Business of Apps.

]]> Alon brings over 13 years of global leadership experience in creating high-performing teams and developing innovative marketing strategies. Alon is currently the VP, Marketing at Soothe, which supplies spa services on demand. Previously, Alon was the Director of Marketing for Outcomes4Me, where he led marketing and helped the company grow from seed to Series A while building the foundations needed for a health tech startup.

He has also held senior roles at companies such as The New York Times, Lose It!, Jack’d, and Bloomberg. He holds a BA in Communication & Legal Studies from the University of Massachusetts Amherst with highest honors. He lives in Boston, MA with his husband, their 5-month-old son, and a French bulldog.

In your own words, what’s your role in the app business right now?

In my most recent role as VP, Marketing at Soothe, I am responsible for client and provider growth, growing new skincare and beauty service verticals, including business development, brand strategy, and operations for all Soothe products worldwide.

How did you end up working in apps? / get started?

I applied for a job at a gay dating app in 2016 during the early days of Bumble. I thought to myself this dating app business is so interesting and I want in. Dating apps are so dynamic and complex. As a marketer you get to really help bring people together. You are not just really selling a product but you are selling people the idea of love. Ever since that job, I couldn’t step away from the B2C app world.

What are you most excited about in apps right now? (tech, trends, people, verticals)

AI and how it can make things faster, easier, and more beneficial not just to the client but to the product experience.

What other companies in the app space do you rate/ inspire you and why?

This changes quite frequently. I will answer this simply as any app that is solving a problem quickly and in the moment excites me. Apps that really serve a purpose and get me what I need – whether that be counting my calories if I decide to shed some weight, managing my calendar, helping me edit some photos, etc. Apps that keep it simple always win and inspire me.

What do you like most about working in apps?

That you get to really control a user experience from start to finish. You decide what draws them into your app. You get to lead them where you want them to go. You are really curating an experience for people. There is a lot of power and control in that. To see your users loving the journey and experience you give them and have them return time and time again is the most rewarding.

What one thing would you change about the app industry / market?

Bad designs and apps that serve no purpose.

Where do you think there’s an opportunity for apps / or unmet needs?

Apps that merge reality with the tech world. Experiences that bring you outside of just living in your phone.

If you weren’t working in apps what would you be doing?

Anything that heals and helps people – probably either a psychologist or a massage therapist.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Wordle – mainly to relax and use a different part of my brain

What’s on your Spotify / Music party playlist?

Pop icons

Any Netflix/ TV show recommendations?

Real Housewives

Is there anything else we should know about you?

I will leave you with some advice. To be successful in the app world, you need to be one part creative and one part analytical. If you don’t have both, you will fail. Good ideas aren’t anything without good creatives and good design. Without a brand, you have nothing. Lastly, if you can’t describe your app in one sentence or less, you don’t have a product anyone wants or needs.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Alon Rivel appeared first on Business of Apps.

]]> Jeff Wang https://www.businessofapps.com/app-leaders/jeff-wang/ Thu, 10 Aug 2023 13:29:48 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88827 Pre-pandemic Jeff was enthusiastic about life with activities such as theatre, carpentry, salsa, and intramural soccer. Post-pandemic Jeff is enthusiastic about creative entrepreneurship with video game dev, real estate investment, and intramural soccer. In your own words, what’s your role in the app business right now? I guide the revenue flow of the business to lead to the outcomes we want. How did you end up working in apps? / get started? I was doing marketing for cool, large brands but thought a more senior role at a smaller operation would be better for me so I jumped at the opportunity when I got a DM on LinkedIn from a startup CEO. What are you most excited about in apps right now? (tech, trends, people,

The post Jeff Wang appeared first on Business of Apps.

]]> Pre-pandemic Jeff was enthusiastic about life with activities such as theatre, carpentry, salsa, and intramural soccer. Post-pandemic Jeff is enthusiastic about creative entrepreneurship with video game dev, real estate investment, and intramural soccer.

In your own words, what’s your role in the app business right now?

I guide the revenue flow of the business to lead to the outcomes we want.

How did you end up working in apps? / get started?

I was doing marketing for cool, large brands but thought a more senior role at a smaller operation would be better for me so I jumped at the opportunity when I got a DM on LinkedIn from a startup CEO.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m actually really glad that higher interest rates are causing apps to think more about profitability and creating more user value per user, rather than just pumping acquisition numbers and spending less time on existing users.

What other companies in the app space do you rate/ inspire you and why?

I think companies with great content engines are inspiring because they’re creating great acquisition funnels while building up a solid content source for users. It’s not easy to make a creative pipeline that stands out or is sustainable at scale.

What do you like most about working in apps?

The energy and creativity of small players who believe in themselves. It seems like many other industries lack the gumption or the belief that they can do something great.

What one thing would you change about the app industry / market?

I wish the industry would be more patient when it comes to hiring. It feels like there are too many sink-or-swim moments.

Where do you think there’s an opportunity for apps / or unmet needs?

I think there’s still a lack of creativity. There’s too much of a playbook that seems to be followed.

If you weren’t working in apps what would you be doing?

I would be working in the games space with studios that are making games that make you feel first and monetize second.

iOS or Android?

Android

What app(s) have been most useful to you over the last year?

Audible

Is there anything else we should know about you?

I’ve driven solo across the US coast to coast and back.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Jeff Wang appeared first on Business of Apps.

]]> Natalie Fitch https://www.businessofapps.com/app-leaders/natalie-fitch/ Wed, 09 Aug 2023 13:47:23 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88810 Natalie is the Founder and Lead Consultant at LoyaltE Consulting, where she helps engagement and retention teams move quickly and smartly to improve user experience and increase LTV. She’s spent her career in apps – from Aftermarket OE tracking apps to language learning and streaming apps – she’s seen it all. She is lucky enough to be able to do her job from anywhere and take advantage of that as a digital nomad, having spent the last year between the US, the UK, Ireland, France, Germany, and Mexico. Natalie also loves learning languages and speaks fluent English and German and can order wine and cheese in French, Spanish, and Italian! In your own words, what’s your role in the app business right now? While I’ve

The post Natalie Fitch appeared first on Business of Apps.

]]> Natalie is the Founder and Lead Consultant at LoyaltE Consulting, where she helps engagement and retention teams move quickly and smartly to improve user experience and increase LTV. She’s spent her career in apps – from Aftermarket OE tracking apps to language learning and streaming apps – she’s seen it all. She is lucky enough to be able to do her job from anywhere and take advantage of that as a digital nomad, having spent the last year between the US, the UK, Ireland, France, Germany, and Mexico. Natalie also loves learning languages and speaks fluent English and German and can order wine and cheese in French, Spanish, and Italian!

In your own words, what’s your role in the app business right now?

While I’ve spent the majority of my career as the resident engagement and retention expert, I have enjoyed the opportunity as a consultant to focus on mentorship. I have helped several teams over the past year build up their iterative testing engines, develop automated reporting dashboards, and advocate for themselves, their teams, and their initiatives with the C-Suite and Board of Directors at their companies. The best compliment I’ve received in a while came last week when a point-of-contact at a client company reached out to let me know that they were able to use our initiatives and how I’d taught them to talk about those initiatives in their annual review, where they received a promotion and a raise. That’s an amazing feeling!

How did you end up working in apps? / get started?

I was lucky enough to expand my CRM career at Phiture, where we worked almost exclusively with apps. I loved working with channels like push and in-app integrated directly into the product and working with engineering and product teams to ensure cohesive and logical user journeys. I never looked back from that and still work with apps years later!

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’ve been working with AI since 2020 (before it was cool, might I add!) and the possibilities are endless!! I am particularly excited about the potential impact of AI on browsability and discovery. Content markets are totally saturated, but the individuality of the content, as well as that of the consumer, is only the tip of the proof iceberg that every piece of content has its own product-market-fit if only it can find its market. AI could be such a powerful tool in helping users find the perfect products and content for them!

What other companies in the app space do you rate/ inspire you and why?

I am particularly inspired by app publishers that are taking an innovative approach to an age-old industry. I’m thinking Wise in banking, Libby in library science, etc.

What do you like most about working in apps?

The people! The app landscape is changing so rapidly, it takes innovative, motivated thinkers to keep up. I love sitting down with teams and noodling over a potential hack. Also, with the majority of products existing online, it often feels as though the sky is the limit with apps, leaving room for fun and creativity in product vision plotting.

What one thing would you change about the app industry / market?

The app industry makes content and products more accessible to the masses – only a smartphone and a connection are required. But I don’t believe that apps as a tool for garnering support are available from the other side. Very specialized, technical and often expensive knowledge is required to build an app; I think the simpler we make app development (out-of-the-box, template-based builders, etc.), the more accessible we make apps as a tool for creators to find users. I’m thinking non-profits, human-rights groups, etc.

Where do you think there’s an opportunity for apps / or unmet needs?

Apps can often be out-of-sight, out-of-mind. I would love to see more apps using smart, personalized CRM to connect with their user base.

If you weren’t working in apps what would you be doing?

Teaching high school math! (or working in politics, so let’s just stick with the math teacher narrative…)

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Spotify is lifeee… and I can’t say enough good things about Libby!

What’s on your Spotify / Music party playlist?

I am listening to Rolling Stone’s 500 Greatest Albums of All Time and have a series about it on Tiktok @expatnat! Mostly I’ve loved the re-introduction to some 70s favorites like Linda Ronstadt, Rita Coolidge, and Carly Simon. Great for summer!

Any Netflix/ TV show recommendations?

Clearly, I’m into music – and loved Daisy Jones & The Six (the book was better though!) Also a sucker for Ted Lasso and think Dickinson should be part of high school literature and history curriculums.

Is there anything else we should know about you?

I’m an avid knitter, can solve a Rubik’s cube in under 30 seconds, and hiked from the east coast of England to the west coast with my dad last year!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Natalie Fitch appeared first on Business of Apps.

]]> Todd Kane https://www.businessofapps.com/app-leaders/todd-kane/ Tue, 01 Aug 2023 08:13:49 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88635 With over 20 years of experience in devising and spearheading digital marketing and media campaigns, Todd has honed his strategic development expertise in both pure play and omnichannel retail environments. Throughout his career, he has adeptly managed and incorporated emerging technologies to inaugurate, revitalize, and broaden conventional and unconventional retail brands, consistently achieving remarkable digital sales growth. Before joining BEGIN, Todd served in many senior marketing positions at Barkbox, Kangaroo, Karmaloop, Wu Wear, and Footlocker. At Karmaloop, he orchestrated and executed the digital marketing strategy, planning, and implementation for all nine Karmaloop-owned entities. While at Wu Wear, Todd launched and devised strategic online and mobile initiatives that fostered a sustainable e-commerce business for the heritage brand. As part of his role at Footlocker, he introduced

The post Todd Kane appeared first on Business of Apps.

]]> With over 20 years of experience in devising and spearheading digital marketing and media campaigns, Todd has honed his strategic development expertise in both pure play and omnichannel retail environments. Throughout his career, he has adeptly managed and incorporated emerging technologies to inaugurate, revitalize, and broaden conventional and unconventional retail brands, consistently achieving remarkable digital sales growth.

Before joining BEGIN, Todd served in many senior marketing positions at Barkbox, Kangaroo, Karmaloop, Wu Wear, and Footlocker. At Karmaloop, he orchestrated and executed the digital marketing strategy, planning, and implementation for all nine Karmaloop-owned entities. While at Wu Wear, Todd launched and devised strategic online and mobile initiatives that fostered a sustainable e-commerce business for the heritage brand. As part of his role at Footlocker, he introduced the organization’s inaugural omnichannel digital strategy, ensuring an optimal customer experience both online and in-store.

In your own words, what’s your role in the app business right now?

In essence, my role is a blend of strategy, collaboration, and innovation, all aimed at driving success in the dynamic and fast-paced world of the app business. I function as a key operator, devising and implementing strategies that are directly aligned with our business’s Key Performance Indicators (KPIs) and growth objectives. I am constantly analyzing data, evaluating the effectiveness of our strategies, and making necessary adjustments to ensure we’re on the right track toward achieving our goals. However, my role extends beyond the operational side of things. I am also a significant collaborator within our industry. I seek to understand the pain points and challenges we face, identify untapped opportunities, and continuously push boundaries.

How did you end up working in apps? / get started?

My journey into the world of mobile apps was a result of my curiosity and a perfect opportunity that came along. I spent the initial part of my career working in traditional e-commerce, focusing primarily on web-based commerce. However, I was always fascinated by the mobile app world, which was rapidly evolving and transforming the way we live and do business.

My interest was drawn to the dynamic pace of change in the app industry, the immense potential for innovation it offered, and the direct impact it had on users’ lives. I was intrigued by how apps could offer an incredibly personalized user experience and how they were reshaping industries, right from retail and entertainment to healthcare and education.

In 2021, the perfect opportunity presented itself when I joined BEGIN. This role allowed me to dive headfirst into the world of mobile apps, and I’ve been passionately involved ever since. Here, I got the chance to leverage my e-commerce experience while exploring the exciting realm of apps, pushing boundaries, and contributing to the digital revolution.

What are you most excited about in apps right now? (tech, trends, people, verticals)

What truly excites me in the realm of apps at the moment is the integration of Artificial Intelligence (AI). The speed and scale at which AI has permeated the mobile app industry is simply unprecedented, and I believe we are only at the beginning of this transformative journey.

AI is reshaping the way we interact with and experience mobile apps. Its potential to drive immense personalization is something that particularly fascinates me. With AI, apps can analyze user behavior and preferences at a granular level, and then deliver highly personalized content and recommendations. This level of personalization enhances user engagement and makes the app experience more intuitive and satisfying.

In addition, the integration of AI-powered chatbots into mobile apps is also an exciting development. These chatbots can handle a multitude of customer queries in real-time, providing instant support and improving the overall user experience.

Moreover, the use of AI for task automation within apps is another aspect that I find intriguing. By automating routine tasks, apps can become more efficient, allowing users to focus on more valuable or enjoyable aspects of the app.

In essence, the fusion of AI and mobile apps is creating a new paradigm in the digital world, one that offers exciting opportunities for innovation and growth. I am thrilled to witness and be a part of this transformation.

What other companies in the app space do you rate/ inspire you and why?

There are several disruptive companies in the app space that truly inspire me. Uber, with its industry-altering approach, has revolutionized transportation, making ride-hailing a matter of a few screen taps. Headspace has made strides in the health and wellness sector by making meditation and mindfulness exercises widely accessible, positively impacting daily mental health practices. Spotify has redefined the music industry by personalizing the listening experience, changing the way we discover and interact with music. Lastly, Chatbot CPT, a new addition to my frequently used apps, exemplifies innovative use of AI, pushing the boundaries of customer interaction and service. Each of these apps significantly improves our day-to-day experiences in their respective sectors.

What do you like most about working in apps?

What I most enjoy about working in the mobile app space as a marketer is the dynamic, fast-paced environment that constantly presents new challenges and opportunities. The rapid evolution of technology keeps the industry exciting and innovative, pushing me to stay ahead of trends and consumer behaviors. I find immense satisfaction in developing strategies that enhance user experiences, drive engagement, and ultimately contribute to an app’s success. The opportunity to influence the way people interact with technology in their everyday lives is incredibly rewarding. Plus, the constant evolution of data analytics tools in this field enables a data-driven approach to decision-making, which I find truly compelling. In essence, the blend of creativity, strategic thinking, and data analysis in mobile app marketing makes it an incredibly fulfilling field to be in.

What one thing would you change about the app industry / market?

If I could change one thing about the app industry as a marketer, it would be the current state of data privacy regulations. While I wholeheartedly agree with the need for strong user data protection, the regulations can sometimes limit our ability to provide the most personalized and effective user experiences

Where do you think there’s an opportunity for apps / or unmet needs?

As a marketer, I believe the biggest opportunity in the app space lies in the continuous evolution of the value proposition that mobile apps offer to users. As AI and automation become more embedded in the app industry, we’re presented with unprecedented potential to enhance the value we deliver to our users. This encompasses everything from more personalized experiences and sophisticated recommendation algorithms, to streamlined functionality and increased automation. These advances will not only raise the bar for user expectations but also redefine what apps can achieve, paving the way for an exciting future in the app industry.

If you weren’t working in apps what would you be doing?

Dog Vet!

iOS or Android?

IOS

What app(s) have been most useful to you over the last year?

Chat GPT

What’s on your Spotify / Music party playlist?

Wutang, Tribe Called Quest, Massive Attack

Any Netflix/ TV show recommendations?

The Bear on Hulu!

Is there anything else we should know about you?

I sneeze when I’m full!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Todd Kane appeared first on Business of Apps.

]]> Aman Birdi https://www.businessofapps.com/app-leaders/aman-birdi/ Wed, 26 Jul 2023 13:38:10 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88541 Aman is the founder of Digiruu, an award-winning agency that builds apps to help startups and businesses achieve their business goals. After building a network of some of the top app developers in the industry and learning their strategies for building some of the most successful apps on the market, he founded Digiruu. Since its launch in 2016, Digiruu has won numerous awards, including being rated as the number one development company in the UK by independent analysts. In your own words, what’s your role in the app business right now? I’m still super hands-on with all of the apps that we make. We have coined my role as an “app thinker,” where I actively work with our clients to help them make critical decisions

The post Aman Birdi appeared first on Business of Apps.

]]> Aman is the founder of Digiruu, an award-winning agency that builds apps to help startups and businesses achieve their business goals. After building a network of some of the top app developers in the industry and learning their strategies for building some of the most successful apps on the market, he founded Digiruu. Since its launch in 2016, Digiruu has won numerous awards, including being rated as the number one development company in the UK by independent analysts.

In your own words, what’s your role in the app business right now?

I’m still super hands-on with all of the apps that we make. We have coined my role as an “app thinker,” where I actively work with our clients to help them make critical decisions related to their apps. A traditional app development company would typically say we will build what you want. With us, it’s slightly different where we not only build what they want, but we use our expertise and guidance to build what they need too in order to be a success. We use our expert knowledge to give our advice back to our clients, and that’s primarily where my role fits in. I’m massively involved in the early planning stages of an app and the design because I absolutely love it!

How did you end up working in apps? / get started?

I had an idea for an app years ago before Digiruu. It was when I failed my second year of university studying Pharmacy and considering I had a whole bunch of time on my hands, I thought I would go out and get it built. I worked with a great agency to develop it and when it was released, we reached number one in the Educational Games category for the UK App Store and the top 50 of all UK games. It was amazing, and since then a lot of friends and family started asking me how to build apps. Seven years later (and now a qualified Pharmacist), I launched Digiruu.

What are you most excited about in apps right now? (tech, trends, people, verticals)

AI really excites me. The things we will be able to do with AI are crazy, and it’s going to open up so many possibilities. The app industry is going to explode with different ideas, and I can’t wait to see it all come to reality.

What other companies in the app space do you rate/ inspire you and why?

I massively rate Apptuitive run by a good friend and superstar app marketer, Carissa Lintao. I also love Envision Digital from another good friend of mine, Josh Lloyd, who is an expert in app analytics.

What do you like most about working in apps?

I love hearing about new ideas and changing the way we go about things in the world. The fact that you can get a taxi with a few taps on your phone is still mind-boggling to me. Hearing about different startups and what they are trying to change in the world is so exciting, and I’m honestly grateful that I get to do this day in and day out.

What one thing would you change about the app industry / market?

There are some horribly bad apps that have been allowed to make it onto the market. Apple and Google say they have a stringent app review process but there are some that you look at and wonder how they passed that process. I would say I would change the number of apps that are allowed to make it onto the market, which helps to clear the noise and let the really good apps shine.

Where do you think there’s an opportunity for apps / or unmet needs?

I do think there is a lot of room in the market for apps that utilise even the early stages of AI that we are in right now. There are so many tasks that we carry out in our everyday lives that could be made easier with AI. Apps that utilise this could really become a huge success fast and stay around for the long run.

If you weren’t working in apps what would you be doing?

I would 100% be working in Formula One. I have loved the sport since I was a kid and one way or another, I would be working there. Funnily enough, the dream currently is to build an app in and around F1!

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Splice

What’s on your Spotify / Music party playlist?

Skrillex – Rumble

Any Netflix/ TV show recommendations?

The Last Of Us

Is there anything else we should know about you?

Aside from loving Formula One and Liverpool football club, I’m massively into self-development. I meditate, I journal, and I even do cold showers. Having failed at many things throughout my life, the one thing I always tell people is that wherever you are right now in your life is exactly where you need to be in order to create the life that you want.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Aman Birdi appeared first on Business of Apps.

]]> Massimo De Marco https://www.businessofapps.com/app-leaders/massimo-de-marco/ Tue, 25 Jul 2023 14:40:03 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88510 Massimo is the CEO at Reveri and previously the Chief Technology Officer at Depop. In your own words, what’s your role in the app business right now? The Reveri app delivers the power of self-hypnosis and Dr. David Spiegel’s unique expertise to hundreds of thousands of people already. We are on a mission to deliver this to hundreds of millions of people around the world, and my role is to assemble, grow, and lead the world-class team to make this possible. How did you end up working in apps? / get started? Back in Italy, I was a software engineer working on traditional SaaS products. When the first iPhone launched, I was fascinated by the possibility of getting my work into the hands of millions

The post Massimo De Marco appeared first on Business of Apps.

]]> Massimo is the CEO at Reveri and previously the Chief Technology Officer at Depop.

In your own words, what’s your role in the app business right now?

The Reveri app delivers the power of self-hypnosis and Dr. David Spiegel’s unique expertise to hundreds of thousands of people already. We are on a mission to deliver this to hundreds of millions of people around the world, and my role is to assemble, grow, and lead the world-class team to make this possible.

How did you end up working in apps? / get started?

Back in Italy, I was a software engineer working on traditional SaaS products. When the first iPhone launched, I was fascinated by the possibility of getting my work into the hands of millions of people, literally! So I spent my evenings after work learning how to build iOS and Android apps, and after publishing several as a hobby, I was able to turn this fun exercise into a career by landing my first job as a mobile engineer in London.

What are you most excited about in apps right now? (tech, trends, people, verticals)

There is a lot of excitement around the latest advancements in artificial intelligence, and that is starting to impact the world of apps too. An example is the recent release of the ChatGPT app by OpenAI, but it is quite clear that this is just the beginning and that AI will soon be ubiquitous across pretty much all verticals, with advanced personalization and efficiency at the core of most solutions.

What other companies in the app space do you rate/ inspire you and why?

I admire how Spotify was able to build a category and revolutionise an industry, build an incredibly loyal user base, and withstand the competition from giants like Apple, Google, and Amazon, all while continuing to innovate their products and content. Specifically from the perspective of user experience and design, I find AirBnB inspiring. With their app, they make a very complex process incredibly simple and intuitive, all within a beautifully designed app.

What do you like most about working in apps?

What drew me into this world in the first place: the ability to reach consumers quickly with ideas, solutions, and innovations, to solve problems and ultimately create value for people around the world.

What one thing would you change about the app industry / market?

There are too many clones and not a lot of tangible value. I remember the first couple of years of the App Store’s life when browsing apps was a magical experience. You could almost breathe the creativity and ambition of the developers behind each idea. Nowadays, it is difficult to find apps that are truly innovative and that add value to people’s lives.

Where do you think there’s an opportunity for apps / or unmet needs?

The latest figures show that there are almost 9 million apps on the App Store and Google Play. So finding unmet needs is definitely a challenge. However, I believe there is still space for innovation in the health and wellness space, with the opportunity to create truly impactful products that enhance people’s daily lives.

If you weren’t working in apps what would you be doing?

I would be a professional athlete or a coach of athletes, or at least that would have been my dream! Life circumstances drew me to a different career path, but I feel very fortunate for where I am and I treasure all my learnings and accomplishments in the tech world.

iOS or Android?

I am an iOS user, but I own an Android phone and use it fairly regularly to stay up to date with new features, changes, and trends.

What app(s) have been most useful to you over the last year?

1Password is probably the most useful app out there: it solves a big problem brilliantly and with a seamless experience across multiple platforms. Besides that, I am a very active person, so Garmin Connect and Strava are at the top of my list.

What’s on your Spotify / Music party playlist?

My favourite music is from the 80s and 90s, so my Spotify is full of songs from U2, Pink Floyd, Pearl Jam, R.E.M., and other great bands from those years.

Any Netflix/ TV show recommendations?

The Last Dance documentary about Michael Jordan and the Chicago Bulls. I grew up in the 90s playing and watching basketball, so watching that was like taking a trip on a time machine.

Is there anything else we should know about you?

Perhaps I would mention that the most rewarding aspect of my job and in general of being in a leadership role, is the opportunity to work with smart and passionate individuals and help them fulfil their potential. That has always been my commitment to my teams in the past and to everyone at Reveri.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Massimo De Marco appeared first on Business of Apps.

]]> Ariana Alexander-Sefre https://www.businessofapps.com/app-leaders/ariana-alexander-sefre/ Mon, 24 Jul 2023 15:36:10 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88485 Ariana is the founder of SPOKE, the UK’s leading music-led mindfulness app, and an activist for emotional and mental health. This is her second startup and she is a passionate advocate for better social innovation in mental health across business, policy, and culture. She recently graduated from Cambridge with an MSt in Social Innovation, with focused research on youth mental health and the role of artists and cultural leaders to create positive social change. Besides running SPOKE, she loves live music, dance, travel, and getting lost in her imagination through books and art. In your own words, what’s your role in the app business right now? Current well-being tools do not represent the diversity of young people today, and this is why uptake is low

The post Ariana Alexander-Sefre appeared first on Business of Apps.

]]> Ariana is the founder of SPOKE, the UK’s leading music-led mindfulness app, and an activist for emotional and mental health. This is her second startup and she is a passionate advocate for better social innovation in mental health across business, policy, and culture. She recently graduated from Cambridge with an MSt in Social Innovation, with focused research on youth mental health and the role of artists and cultural leaders to create positive social change. Besides running SPOKE, she loves live music, dance, travel, and getting lost in her imagination through books and art.

In your own words, what’s your role in the app business right now?

Current well-being tools do not represent the diversity of young people today, and this is why uptake is low and/or churn is high for most mindfulness apps. By innovating the culture around mental wellness tools, millions more people will start looking after their mental health early – which could prevent crises down the line. I am determined to implement our philosophy and thesis in the app sector; to truly meet people in their lifestyles and adapt dynamically to the fluid needs of young people today.

How did you end up working in apps? / get started?

I ran a live music events company for a few years and found these experiences to be one of the most majestic and impactful ways to engage audiences. However, live experiences are not truly scaleable and not accessible to the millions of people who you can reach through an app. This is why I wanted to move into apps – and to bring some of the immersive magic into the app experience.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Probably the use of AI in personalisation, we are about to get really sophisticated really fast and those who can leverage that will create the future.

What other companies in the app space do you rate/ inspire you and why?

I’ve always loved the app Lirica which helps users learn Spanish through Latin music. Also, Yoni Circle is great (although I dislike the name) but they beautifully bring women together in a meaningful way. Lastly, Stack World is probably the best community of female professionals I have ever seen and I recommend it to all of my friends.

What do you like most about working in apps?

The fast pace and need to iterate quickly to stay relevant to people’s lives. I love that we have essentially built a little world for people inside a tiny square, and the possibilities are endless as to where we can take them.

What one thing would you change about the app industry / market?

I am a hypocrite because I genuinely think people need to be off their phones more. The app market has grown at the expense of real-life connections and is a massive opportunity cost for people. We need good people creating apps that bring as much joy as possible to people’s lives, and a ban on addictive design loops and some other less ethical practices.

Where do you think there’s an opportunity for apps / or unmet needs?

A democratic integration with IoT across cities from everything from town planning, transport, public services, events, and regulations. The way we govern society needs to become more sophisticated and aligned with society’s lifestyles fast – it is obscenely behind the times.

If you weren’t working in apps what would you be doing?

Probably in AI and community building – something connected to culture, international connections, and campaigning for better social change.

Is there anything else we should know about you?

I’m half Persian, love to host dinner parties, have a cruel addiction to carrot cake and am obsessed with ancient or abandoned buildings…

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ariana Alexander-Sefre appeared first on Business of Apps.

]]> Ekin Sonmez https://www.businessofapps.com/app-leaders/ekin-sonmez/ Thu, 20 Jul 2023 16:06:13 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88443 As the Mobile Marketing Manager at REPLUG, Ekin‘s responsibilities include overseeing all aspects of paid UA activities, such as campaign management, tech audits, data analysis, and growth consulting. He works with many different clients and on various projects, ensuring that each one receives the attention and expertise necessary to achieve their marketing goals. In your own words, what’s your role in the app business right now? Help non-gaming apps ace performance marketing and deliver top-notch campaigns. How did you end up working in apps? / get started? In my previous job, I worked as a consultant, helping eCommerce firms run Facebook ads for their websites. I needed an job change and eventually got hired by REPLUG. At REPLUG, everything is about apps, and I really

The post Ekin Sonmez appeared first on Business of Apps.

]]> As the Mobile Marketing Manager at REPLUG, Ekin‘s responsibilities include overseeing all aspects of paid UA activities, such as campaign management, tech audits, data analysis, and growth consulting. He works with many different clients and on various projects, ensuring that each one receives the attention and expertise necessary to achieve their marketing goals.

In your own words, what’s your role in the app business right now?

Help non-gaming apps ace performance marketing and deliver top-notch campaigns.

How did you end up working in apps? / get started?

In my previous job, I worked as a consultant, helping eCommerce firms run Facebook ads for their websites. I needed an job change and eventually got hired by REPLUG. At REPLUG, everything is about apps, and I really liked it. I still like web advertising, but app marketing is my true passion.

What are you most excited about in apps right now? (tech, trends, people, verticals)

To see SKAN 4.0 in practice.

What other companies in the app space do you rate/ inspire you and why?

Gorillas and Getir. Their retention strategies are awesome. Can’t hold myself from ordering beers. 😃

What do you like most about working in apps?

What I appreciate most about the industry is its level of difficulty and its comprehensive nature. It motivates me to continuously enhance my skills and stay current.

What one thing would you change about the app industry / market?

Lack of granular data/retargeting limitations due to Apple’s privacy framework. I do value user privacy, but this is way too much.

Where do you think there’s an opportunity for apps / or unmet needs?

Most apps often overlook the importance of user retention and put little to no effort into keeping their existing users engaged. It’s important to remember that reviving an inactive user is cheaper than acquiring a new one. Despite privacy limitations, there is a significant opportunity for retargeting activities to improve user retention.

If you weren’t working in apps what would you be doing?

I would be the leader of the Galatasaray fan group.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Gorillas, Twitter, Radio Paradise

What’s on your Spotify / Music party playlist?

Always Rock 🤘

Any Netflix/ TV show recommendations?

Mad Men, Better Call Saul

Is there anything else we should know about you?

Big fan (maybe even too much 😃) of football, drinks with friends, and good vibes.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ekin Sonmez appeared first on Business of Apps.

]]> Raman Alsheuski https://www.businessofapps.com/app-leaders/raman-alsheuski/ Wed, 19 Jul 2023 14:43:50 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88413 Raman is the Head of Product at AIBY, a company that develops and publishes mobile apps that use AI. He has ten years of experience in product management, six of them in the mobile app industry. As the leader of the product department, he is responsible for managing the team and supervising all of the organization’s products. Raman is passionate about staying current with the latest technologies and trends. In your own words, what’s your role in the app business right now? I manage a product department of more than 30 people. My responsibilities include developing a product strategy that aligns with the company’s business goals, launching new products, and improving existing ones. How did you end up working in apps? / get started? At

The post Raman Alsheuski appeared first on Business of Apps.

]]> Raman is the Head of Product at AIBY, a company that develops and publishes mobile apps that use AI. He has ten years of experience in product management, six of them in the mobile app industry. As the leader of the product department, he is responsible for managing the team and supervising all of the organization’s products. Raman is passionate about staying current with the latest technologies and trends.

In your own words, what’s your role in the app business right now?

I manage a product department of more than 30 people. My responsibilities include developing a product strategy that aligns with the company’s business goals, launching new products, and improving existing ones.

How did you end up working in apps? / get started?

At the start of my career, I worked as a market research specialist for big international FMCG companies. But later, the rapidly developing IT sphere caught my attention. I was especially inspired by its corporate culture and the way people communicate and collaborate to create great products. At the same time, I realized I had an interest in making global products that help improve lives. Thus, the mobile app industry turned out to be an ideal match for me. I started watching the market and studying App Annie and Sensor Tower reports. A year later, I got to work for an app development company.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m definitely excited about tech trends. I like that nowadays new technologies emerge, which open up a window of opportunities for all developers. Your success or failure depends on how quickly and efficiently you can offer the market a product that meets its needs. For example, at the end of 2022, during the avatar boom, we launched the AI Art (currently Arta) app with the avatar feature, and it became the #2 downloaded app in the US. This is proof you should watch the emerging trends and technologies and fit your product into the changing reality. Now, we’re seeing enormous interest in ChatGPT technology and are working in this direction as well.

What other companies in the app space do you rate/ inspire you and why?

As for corporate culture, I also like SuperCell’s approach. I’ve always appreciated their upside-down style of management, in which only a specific “cell” (the project team) makes decisions about project development. And I don’t recall any products of this company that weren’t made perfectly.

What do you like most about working in apps?

I like developing products that enhance and simplify people’s lives. Seeing positive feedback from users is the ultimate motivator for my team. Also, I enjoy working in a highly competitive market because it pushes both product requirements and developers to their highest potential. And surely, one of the most exciting things for me is working with colleagues who are always striving for the best result. It energizes me so much.

What one thing would you change about the app industry / market?

In my opinion, it seems that the market is facing an issue with motivated traffic. It’s quite common to observe cases where great new apps and already existing ones don’t get enough visibility.

Where do you think there’s an opportunity for apps / or unmet needs?

The emergence of technology such as ChatGPT will provide additional opportunities for many apps. At times, this technology is used “straightforwardly” by offering chatbot functionality only. However, I am confident that in the near future, a greater number of niche apps will appear, which will move toward narrower specialization and personalized interactions.

If you weren’t working in apps what would you be doing?

If I weren’t working in the mobile industry, I probably would have worked further on the web in the field of classifieds. However, in most cases, classifieds are local stories, and I prefer a global market product.

iOS or Android?

Before I started working in the mobile industry, I was an Android apologist and sincerely believed that it was not worth overpaying for the iPhone. After moving to AIBY, I made the iPhone my main device, and now I use Android only at work.

What app(s) have been most useful to you over the last year?

I would have to say ChatOn and Writely. The first is a smart chatbot, and the second is an AI keyboard. On the one hand, both greatly simplify working with text. And on the other hand, they are just fun to play around with.

What’s on your Spotify / Music party playlist?

I love listening to Spotify’s Daily Mixes because they’re the best way for me to discover cool new music or rediscover famous established artists Lately, I’ve been listening to Sting, OneRepublic, Ed Sheeran, X Ambassadors, Nathan Evans, and Leibonik.

Any Netflix/ TV show recommendations?

The latest thing that impressed me was the German thriller Dark. It’s a fantastic detective story that feels like a mix between Twin Peaks and Back to the Future. The show spans three seasons and is so engrossing that you’ll watch it in one sitting.

Is there anything else we should know about you?

When I graduated from the university, my specialty was as a theater critic. Ten years later, despite having a humanities education, I found myself in a managerial position in the IT industry. I always advise others not to be afraid to set the most ambitious goals because if you really want to achieve something, then everything will work out for you.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Raman Alsheuski appeared first on Business of Apps.

]]> Eran Friedman https://www.businessofapps.com/app-leaders/eran-friedman/ Tue, 18 Jul 2023 16:12:34 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88376 Eran is Singular’s co-founder and chief technology officer. Eran has an extensive background in building and scaling core technology infrastructures, leading innovation, technology, and core product development. In May 2019, Eran was recognized by Juniper Research as one of ‘Digital Advertising’s Movers and Shakers’ in a report on digital advertising, fraud, and AI. In your own words, what’s your role in the app business right now? My role in the app business is to consult and serve our customer base on how to future-proof their growth with adaptive user acquisition strategies and next-gen attribution. The team at Singular and I aim to help transform our customers’ disparate data sources into a single source of truth for marketing performance, enabling them to scale their growth with

The post Eran Friedman appeared first on Business of Apps.

]]> Eran is Singular’s co-founder and chief technology officer. Eran has an extensive background in building and scaling core technology infrastructures, leading innovation, technology, and core product development. In May 2019, Eran was recognized by Juniper Research as one of ‘Digital Advertising’s Movers and Shakers’ in a report on digital advertising, fraud, and AI.

In your own words, what’s your role in the app business right now?

My role in the app business is to consult and serve our customer base on how to future-proof their growth with adaptive user acquisition strategies and next-gen attribution. The team at Singular and I aim to help transform our customers’ disparate data sources into a single source of truth for marketing performance, enabling them to scale their growth with data-driven decision-making.

How did you end up working in apps? / get started?

Before Singular, I was the Head of Engineering at Onavo, acquired by Facebook in 2013, where I played a significant role in developing one of the most well-respected engineering teams.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Two things that come to mind are how marketers can adapt to all the privacy shifts, whether SKAdNetwork or Android Privacy Sandbox – finding that balance between respecting consumer privacy while allowing marketers to understand which messages and campaigns resonate with their target audience. The second would be AI technology, particularly generative AI and its role in improving app development, user experience, and the overall growth trajectory of an app.

What other companies in the app space do you rate/ inspire you and why?

I’m inspired by the many entrepreneurs who start new apps from scratch and build amazing consumer businesses all the time.

What do you like most about working in apps?

The app space is ever-evolving, and it’s impossible to get bored. There’s always something new to dig into and learn. Whether navigating privacy shifts, regulations, changing consumer behavior, and much more. There’s never a dull day!

What one thing would you change about the app industry / market?

I think there’s a lot of value in the ecosystem working together instead of in silos. I’d love to keep seeing that trend in our space because the collective mindset will lead to the betterment of the industry and the app ecosystem from a consumer perspective.

Where do you think there’s an opportunity for apps / or unmet needs?

There are still many challenges and opportunities around measuring and optimizing marketing efforts in our industry – from scaling SKAdNetwork successfully to navigating Privacy Sandbox to building great MMM models, there’s a lot to be done!

If you weren’t working in apps what would you be doing?

Taking long walks with my dog and girlfriend. Digging into some of my favorite podcasts. Getting together with new and old friends over good food and drinks.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Spotify and Audible

What’s on your Spotify / Music party playlist?

Discover Weekly

Any Netflix/ TV show recommendations?

Succession

Is there anything else we should know about you?

I’m always open to discussing trends and happenings in the app industry so feel free to reach out on LinkedIn!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Eran Friedman appeared first on Business of Apps.

]]> Summer Liu https://www.businessofapps.com/app-leaders/summer-liu/ Mon, 17 Jul 2023 14:23:27 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88331 Summer has been dedicated to the mobile app business for more than eight years. She joined SocialPeta seven years ago and was in charge of business development and marketing. In the first four years, she helped the company grow its domestic business. Since Spring of 2020, Summer has been focused on expanding the company’s overseas operations. Before joining SocialPeta, Summer worked in companies across multiple verticals, including Domob and BlueFocus. In your own words, what’s your role in the app business right now? I am the bridge between the app user acquisition team and marketing insights on paid ads campaigns. SocialPeta is eager to win a wider brand awareness in this regard. This is pretty much the work I am doing now. How did you

The post Summer Liu appeared first on Business of Apps.

]]> Summer has been dedicated to the mobile app business for more than eight years. She joined SocialPeta seven years ago and was in charge of business development and marketing. In the first four years, she helped the company grow its domestic business. Since Spring of 2020, Summer has been focused on expanding the company’s overseas operations. Before joining SocialPeta, Summer worked in companies across multiple verticals, including Domob and BlueFocus.

In your own words, what’s your role in the app business right now?

I am the bridge between the app user acquisition team and marketing insights on paid ads campaigns. SocialPeta is eager to win a wider brand awareness in this regard. This is pretty much the work I am doing now.

How did you end up working in apps? / get started?

I work for SocialPeta which is a marketing intelligence platform, so whenever an application wants to grow and get more install through advertising, we are the best choice for them to analyze before actually spending money. SocialPeta provides over 1.2 billion ad creatives on mainstream ad networks like Facebook, Google, and even Tik Tok, and Kwai. We have hourly update efficiency and multiple dimensions to help evaluate creatives. With our dashboard, UA managers and creative designers can have first-hand insights into new inspirations.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I have to say, it’s tech. For example, ChatGPT now is bringing us into a new generation. Meanwhile, the total quantity of mobile users won’t grow fast anymore. So the future will be determined by the newest technologies. Who knows how it will change our daily and mobile lives?!

What other companies in the app space do you rate/ inspire you and why?

Discord, LinkedIn, and Tik Tok. My work is dealing with all kinds of people. From my point of view, people need bonds, people need connection, and people want to share. Those three apps are some of the most successful ones in their fields, I think. They wonderfully fulfil the needs I just mentioned.

What do you like most about working in apps?

Well, it changes all the time.

What one thing would you change about the app industry / market?

I want to change the way we think about advertising. App promotion approaches.

Where do you think there’s an opportunity for apps / or unmet needs?

Some niche markets like apps for elders or people with disabilities. Technology can really help vulnerable groups and make the world a better place. I really hope so.

If you weren’t working in apps what would you be doing?

Preschool teacher, I guess.

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Calm

What’s on your Spotify / Music party playlist?

Songs for kids, because I have a 2-year-old son.

Any Netflix/ TV show recommendations?

Succession

Is there anything else we should know about you?

My first job was in finance and my company worked with national banks, so I have got the chance to see how banknotes are printed.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Summer Liu appeared first on Business of Apps.

]]> Nikita Skryabin https://www.businessofapps.com/app-leaders/nikita-skryabin/ Thu, 13 Jul 2023 14:07:44 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88252 Nikita is the Chief Operating Officer at AdQuantum. He has been part of the AdQuantum family for the past seven years. Overall, he has been working on mobile projects for nine years now. During this time, he has gained extensive experience in the mobile app industry, having worked on more than 1,000 projects, including games and subscription-based apps. In your own words, what’s your role in the app business right now? My primary role in the app business is all about creating new products and driving growth for our company. I’m also in charge of managing the team and making sure the agency is on track to success. So basically, I’m here to make sure we hit the jackpot in the app market. How did

The post Nikita Skryabin appeared first on Business of Apps.

]]> Nikita is the Chief Operating Officer at AdQuantum. He has been part of the AdQuantum family for the past seven years. Overall, he has been working on mobile projects for nine years now. During this time, he has gained extensive experience in the mobile app industry, having worked on more than 1,000 projects, including games and subscription-based apps.

In your own words, what’s your role in the app business right now?

My primary role in the app business is all about creating new products and driving growth for our company. I’m also in charge of managing the team and making sure the agency is on track to success. So basically, I’m here to make sure we hit the jackpot in the app market.

How did you end up working in apps? / get started?

My first mobile project was a dating app, where I was asked to spend $1 million a month for advertising.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The most exciting thing for me in mobile apps today is definitely the growing trend of using artificial intelligence as it opens up a whole new world of possibilities for app developers, marketers, and users alike.

AI is already being used in a wide range of verticals, such as games, health and fitness, finance, and many others. I believe that in the very near future, we’ll have even more personalized experiences and see increased efficiency and productivity.

What other companies in the app space do you rate/ inspire you and why?

I really admire Plarium and Supercell. Both of these companies consistently produce high-quality products in their genre and they know how to do it right.

What do you like most about working in apps?

It’s a real pleasure to work with people in the mobile industry. Also, working in the mobile app industry makes you always learn something new. Because if you don’t, the chance that you succeed is extremely low.

What one thing would you change about the app industry / market?

From my perspective, the main issues of the app market today have a lot to do with app store policies, fees, and primarily the duopoly of the App Store and Google Play.

App Store and Google Play are the two biggest stores, which makes it challenging to compete with them. That being said, they charge high fees, which can be as much as 30%, and impose strict guidelines on app developers. This makes it exceedingly difficult to succeed, especially if you are a small development studio.

As the App Store and Google Play are the two most crucial stores for an app to be discovered by users, developers must comply with the rules they dictate. Therefore, I would like to see more competitive app stores emerge and thrive, which would move us away from the duopoly and give developers more opportunities to grow their apps successfully.

Where do you think there’s an opportunity for apps / or unmet needs?

I think we will see a lot of applications using AR technology in the next 5-10 years.

If you weren’t working in apps what would you be doing?

I would work at a venture capital fund.

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Telegram

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Nikita Skryabin appeared first on Business of Apps.

]]> Matt Svetlak https://www.businessofapps.com/app-leaders/matt-svetlak/ Wed, 12 Jul 2023 14:38:48 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88203 Matt has been working in mobile app development for over a decade now and is currently the Vice President of Product at iScanner, BP Mobile (AIBY Group). He started as a QA Specialist and later became a Product Manager and successfully launched multiple new apps. Matt joined the iScanner team 8 years ago during its early stages and played a crucial role in making a small utility app into a document management platform based on their in-house AI solutions. In your own words, what’s your role in the app business right now? With the growth of iScanner, there was a need for the VP of Product. This position calls for more strategic product development tasks. I still have to know everything about the product and

The post Matt Svetlak appeared first on Business of Apps.

]]> Matt has been working in mobile app development for over a decade now and is currently the Vice President of Product at iScanner, BP Mobile (AIBY Group). He started as a QA Specialist and later became a Product Manager and successfully launched multiple new apps. Matt joined the iScanner team 8 years ago during its early stages and played a crucial role in making a small utility app into a document management platform based on their in-house AI solutions.

In your own words, what’s your role in the app business right now?

With the growth of iScanner, there was a need for the VP of Product. This position calls for more strategic product development tasks. I still have to know everything about the product and its development and control the situation. But now I also pay more attention to the product development strategy and create conditions to put it into practice. For that, I change processes, supervise the work of other product managers, and look for new directions.

How did you end up working in apps? / get started?

At university, my friend and I got into web development. We were trying to launch various websites for ourselves and sometimes for customers. Our business wasn’t bringing a steady income, so we decided to close it. However, thanks to this experience, I realized that I like to work on product quality. I decided to delve a little deeper into this topic, read a book on testing, and grew even more interested. I sent letters to several companies asking them to take me on an internship, and one of them accepted my request. And that’s how I began my career as a mobile application tester. I worked as a QA Specialist for about 2 years.

My growth from a QA Specialist to a VP didn’t happen overnight. I grew within the company and combined the positions of QA Specialist and Product Manager for some time. I didn’t see any contradiction there. Product management was a logical extension of product improvement. The difference is that as Product Manager, I started working on the product in a broader sense of the word and with greater responsibility.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Many of Apple’s mobile technologies offer truly interesting opportunities for developers. The most striking ones that first come to mind are related to Computer Vision. The RoomPlan and Vision frameworks, in particular, are powerful tools that enable developers to leverage cutting-edge technology and unlock the full potential of mobile devices to solve a wide range of tasks.

As a consumer, I like to see improved accessibility and easy implementation of different ideas in mobile development. This is the obvious driver of global progress, which is becoming available to a larger number of people.

What other companies in the app space do you rate/ inspire you and why?

Uber, Flo, Canva, and Headspace are some of the companies that inspire me because they have successfully redefined or even created new niches within the app space. Mobile apps have profoundly changed the way we live, and these companies have spearheaded a revolution rather than simply evolving existing solutions. Their success sets a high standard and shows how apps and companies can positively impact our lives.

What do you like most about working in apps?

Today, iScanner is a document management platform based on artificial intelligence. It enhances document quality, turning a simple photo into a professional digital document and providing users with powerful editing tools. In iScanner, we use cutting-edge technologies and our own solutions. For example, we have recently implemented our own distortion correction algorithm and greatly improved OCR. Just a few weeks ago, we launched the cloud storage and Web version, which allows users to sync scanned documents on all their devices and work with them on a computer if necessary.

What makes me most proud is that we have managed to move from a simple combination of existing standard solutions to in-depth creation and development of our own algorithms. This approach creates a significant difference between products, brings competition to another level, facilitates the emergence of truly breakthrough solutions, and advances progress.

As a result, the total number of downloads on both iOS and Android has already exceeded 100 million, and we are constantly receiving positive feedback from users.

What one thing would you change about the app industry / market?

I would like to see a reduction in the paid user acquisition market. Unfortunately, making a good product is not enough anymore – you also need to gain users. With fierce competition, the cost of acquiring new users is high, and for many products, it becomes the main expense item. Consequently, companies often increase prices to reach profitability, resulting in higher subscription costs for end users. The current situation is not sustainable in the long run, and it needs to change.

Where do you think there’s an opportunity for apps / or unmet needs?

Easy access to very complex AI algorithms like ChatGPT has opened up new opportunities for apps. We are already seeing direct applications and general improvements in all spheres. Apps can now communicate with users more intelligently than ever before, and it has become a new standard. I believe that besides powering general improvements, AI technologies are also already at the heart of dozens of products that are being developed right now and will significantly change our lives. That’s why we will see new companies that have made a sharp leap in growth very soon.

I see the main opportunities in the areas where we usually rely on human input because of high variability and flexible logic of the problem. With modern AI algorithms, we can solve more problems without human intervention. If we recognize these areas and implement them into apps, we can meet users’ needs and create better products.

If you weren’t working in apps what would you be doing?

I would most likely work in a field related to nature such as biology or environmental protection. I am also drawn to working in areas that help people or tackle global issues. At iScanner, we simplify the transition to digital workflows and encourage users to choose digital documents over paper, so I feel that we are working to solve real problems that make a positive impact on people’s lives and the environment.

iOS or Android?

That’s a tricky question. As a mobile user, I personally prefer iOS. Many of us spend most of our time on mobile devices using apps, and the open-code policy and variability of Android can affect app stability, making it difficult to predict its performance.

What app(s) have been most useful to you over the last year?

No surprises here – iScanner has been a lifesaver for me in the past year! As I have moved frequently and worked remotely, the app has helped me to scan, sign, and organize all my important documents. I’ve also used some default apps like Notes by Apple.

What’s on your Spotify / Music party playlist?

My playlist is a mix of various bands and genres that I’ve been curating for many years. It feels like it has everything you can think of: Red Hot Chili Peppers, Fatboy Slim, Daft Punk, Depeche Mode, Fred Again, Foo Fighters, Lorde, very beautiful covers.

Any Netflix/ TV show recommendations?

I haven’t watched any TV shows for many years, so I can’t recommend anything. TV shows can be very addictive, and I would spend much time binge-watching them. I usually watch a film or go for a walk to unwind.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Matt Svetlak appeared first on Business of Apps.

]]> Viktor Ryzhov https://www.businessofapps.com/app-leaders/viktor-ryzhov/ Tue, 11 Jul 2023 15:33:09 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88184 Viktor is an experienced professional with over seven years of experience in the digital marketing industry. Currently, he holds the position of CMO at Zorka.Agency – an influencer and performance marketing agency that helps mobile apps and games achieve maximum ROI and enhance emotional connections. Viktor is responsible for leading the agency’s marketing efforts, including developing and implementing B2B marketing strategies, managing campaigns, and building and maintaining relationships with clients. In your own words, what’s your role in the app business right now? In a nutshell, I do my best to make the CAC<LTV formula valid for Zorka.Agency. Creating a constant flow of inbound leads, the marketing team generates a client base – partners who are looking for new users or players. We satisfy the

The post Viktor Ryzhov appeared first on Business of Apps.

]]> Viktor is an experienced professional with over seven years of experience in the digital marketing industry. Currently, he holds the position of CMO at Zorka.Agency – an influencer and performance marketing agency that helps mobile apps and games achieve maximum ROI and enhance emotional connections. Viktor is responsible for leading the agency’s marketing efforts, including developing and implementing B2B marketing strategies, managing campaigns, and building and maintaining relationships with clients.

In your own words, what’s your role in the app business right now?

In a nutshell, I do my best to make the CAC<LTV formula valid for Zorka.Agency. Creating a constant flow of inbound leads, the marketing team generates a client base – partners who are looking for new users or players. We satisfy the interests of mobile app developers by attracting an engaged audience. At the same time – we help people find an app or a game they need.

How did you end up working in apps? / get started?

Eight years ago, during my last year at university, I got hired as a marketing manager trainee at a mobile marketing agency. That was a significant event and a starting point for my digital marketing career. I have never been keen on IT, but always wanted to get into the industry with steady growth and infinite potential.

Over time, I was expanding my knowledge in the mobile sphere, and I’m still learning. But this “digital school” is much more interesting and exciting than any university. 😃

What are you most excited about in apps right now? (tech, trends, people, verticals)

As a person who works with market data, industry insights, and observing trends, I can say, that changeability is the most exciting thing in the app industry for me. With all the sustainability of the mobile market, there are so many innovations, inventions, and new game rules. From a marketer’s perspective, it turns our work into a creative and “non-routine” profession.

What other companies in the app space do you rate/ inspire you and why?

I’m inspired by products with a human approach. Like, for example, Flo, the female health and well-being app. This is an example of well-deserved success, but I am always wondering why wouldn’t they add a feature that sends notifications about a woman’s mood to her partner.

What do you like most about working in apps?

Here is a big community of creative thinkers. This allows you to be at the cutting edge of technology and be a part of something that makes our life easier. Just a simple icon on your screen, but how much time it saves or how much personal value it can give!

What one thing would you change about the app industry / market?

As a player on the advertising side, I would like ads to be more personalized. We see that platforms are overflowed with mainstream ads that lower the viewers’ interest and attention span.

Where do you think there’s an opportunity for apps / or unmet needs?

With the growth of ChatGPT and other AI tools, there is a great opportunity to make apps more personalized and provide a human-to-human user experience.

If you weren’t working in apps what would you be doing?

Last year, while renovating my apartment, I installed the laminate flooring by myself. As well as eleсtrical wiring. So, if the IT industry dropped down, I’ll be fine. 😃 But seriously, I would have been very happy to test myself in marketing management in a completely different field, maybe, automotive.

iOS or Android?

iOS!

Is there anything else we should know about you?

Apparently, people often say I look kind of dead inside, and too serious. But it’s not true. I’m actually very fun inside.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Viktor Ryzhov appeared first on Business of Apps.

]]> Lee Aho https://www.businessofapps.com/app-leaders/lee-aho/ Mon, 10 Jul 2023 14:42:52 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88146 Lee serves as Executive Vice President of Marketers at Perform[cb], overseeing new business and strategic account growth. Since 2008, Lee has been an integral growth driver of Perform[cb]’s outcome-based marketing solutions, helping brands and marketers execute industry-leading customer acquisition strategies on a pay-for-results model. In your own words, what’s your role in the app business right now? To help marketers acquire new users by leveraging an outcome-based marketing (OBM) approach. Utilizing OBM, app marketers have the advantage of paying only for results, such as installs or post-install engagement, ensuring a highly efficient and cost-effective user acquisition process. How did you end up working in apps? / get started? I started my performance marketing journey in 2008. At the time, we were already seeing a huge

The post Lee Aho appeared first on Business of Apps.

]]> Lee serves as Executive Vice President of Marketers at Perform[cb], overseeing new business and strategic account growth. Since 2008, Lee has been an integral growth driver of Perform[cb]’s outcome-based marketing solutions, helping brands and marketers execute industry-leading customer acquisition strategies on a pay-for-results model.

In your own words, what’s your role in the app business right now?

To help marketers acquire new users by leveraging an outcome-based marketing (OBM) approach. Utilizing OBM, app marketers have the advantage of paying only for results, such as installs or post-install engagement, ensuring a highly efficient and cost-effective user acquisition process.

How did you end up working in apps? / get started?

I started my performance marketing journey in 2008. At the time, we were already seeing a huge shift in user experiences and preferred device types. The progression from desktop to mobile was in full swing, and we were helping marketers navigate and grow their user acquisition strategies via mobile web.

Naturally, our outcome-based model evolved from solely cost per lead (CPL) and cost per sale (CPS) to include new app-focused solutions, such as cost per install (CPI) or cost per engagement (CPE). This expansion was driven by strategic acquisitions that brought us valuable talent, mobile thought leadership, and established relationships with top app brands.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The app space overall is extremely exciting, highlighted by the speed at which it moves and the opportunities that exist. The use of video in app promotion, the advancements in AI, and our positioning as a customer acquisition leader across app and web experiences are near the top of my list. I’m also excited about the continued improvement within our industry trade show apps, which are super helpful for maximizing show results and connecting with the mobile community.

What other companies in the app space do you rate/ inspire you and why?

I gravitate towards entertainment and lifestyle apps that I personally enjoy, such as YouTube, Spotify, Audible, and Calm. Additionally, I have noticed significant improvements in the travel experience thanks to apps. As a frequent user of services like Waze, Uber, and various airline apps, I appreciate the convenience they offer and seamless usability in navigating my travel days.

What do you like most about working in apps?

I enjoy the relationships, the opportunities, and the speed at which we move. Innovative minds abound and technological advancements create endless possibilities. At the same time, we’re constantly presented with new challenges – in all, we are always solving, evolving, and strategically growing our app marketers’ user base.

What one thing would you change about the app industry / market?

In our experience delivering outcome-based marketing strategies for brands that leverage both web and app, we only see a limited number truly excel in both user journeys – which in turn, opens real opportunity for the industry. We encourage brands to focus on mastering competitive user acquisition campaigns across device types to increase their addressable market, enhance user engagement experiences, navigate privacy challenges, and unlock numerous other benefits.

Where do you think there’s an opportunity for apps / or unmet needs?

There is an opportunity for apps to improve brand experiences across different platforms and devices. Currently, only a few brands have successfully achieved customer-centric approaches across multiple channels. By focusing on personalization across all touchpoints, apps can increase their value and meet the unmet need for consistent brand experiences.

If you weren’t working in apps what would you be doing?

I’m excited for the path I’m on, however, in retirement, I’d like to coach high school golf, author short stories or books, or open an oceanside beach and bike rental.

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Notes for keeping my thoughts organized, YouTube for education, and Audible and Spotify for keeping me entertained.

What’s on your Spotify / Music party playlist?

Mostly country, old and new – I like it all. Also, we jam a lot of Kidz Bop on the way to school.

Any Netflix/ TV show recommendations?

Ted Lasso… I’m also late to dive into the Succession hype, but so far, so good.

Is there anything else we should know about you?

I’ll try to eat just about anything, but I’ve never knowingly eaten yellow mustard. I played a couple of years of collegiate golf, and as I’m writing this, I’m returning from a Bahamian cruise in which I got second place in the Belly Flop contest.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Lee Aho appeared first on Business of Apps.

]]> Matthew Lord https://www.businessofapps.com/app-leaders/matthew-lord/ Thu, 06 Jul 2023 17:49:00 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88077 Matthew stands as the Chief Strategy Officer at Perform[cb], bringing over 17 years of expertise in the outcome-based marketing channel. With a diverse background spanning multiple departments and functions, Matt has developed a deep appreciation for client interaction. His true passion lies in harnessing the power of data to drive results, while also ensuring compliance and optimizing media buying strategies. In your own words, what’s your role in the app business right now? I love the app space and have enjoyed watching it grow from the very beginning. While I oversee mobile compliance and our internal media team’s mobile buys, it’s the expertise and exceptional performance of our teams that truly drive our success. In essence, I serve as an internal mobile consultant. Our Growth,

The post Matthew Lord appeared first on Business of Apps.

]]> Matthew stands as the Chief Strategy Officer at Perform[cb], bringing over 17 years of expertise in the outcome-based marketing channel. With a diverse background spanning multiple departments and functions, Matt has developed a deep appreciation for client interaction. His true passion lies in harnessing the power of data to drive results, while also ensuring compliance and optimizing media buying strategies.

In your own words, what’s your role in the app business right now?

I love the app space and have enjoyed watching it grow from the very beginning. While I oversee mobile compliance and our internal media team’s mobile buys, it’s the expertise and exceptional performance of our teams that truly drive our success. In essence, I serve as an internal mobile consultant. Our Growth, Media, and Compliance teams deserve all the credit.

How did you end up working in apps? / get started?

Working in the app industry has been an exciting journey for me. As I witnessed the evolution of digital marketing, I had the opportunity to explore various waves, from early display to email marketing and lead generation. However, it was the moment Facebook opened its platform to games that ignited the potential of mobile apps. This marked the beginning of a new era for development, as giants like Zynga and Machine Zone got their start there, while brands like Netflix and Discover were quick to recognize the advertising potential in these platforms. It was a pivotal time that laid the foundation for the thriving app industry we know today.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m constantly on the lookout for the next major trend in the app industry. It’s fascinating to see how innovative verticals, such as rideshare, financial, and streaming entertainment have shaped the industry. What excites me most is discovering the next revolutionary idea that becomes so ingrained in our lives we can’t imagine a time when it was considered novel.

What other companies in the app space do you rate/ inspire you and why?

As a constant explorer of new channels for our clients, I’m intrigued by the growing trend of buying into any channel on an outcome-based basis, such as programmatic, CTV, and influencer. This development is a credit to the industry that we are building out a shared success ecosystem.

What do you like most about working in apps?

I think mobile marketers are some of the most sophisticated in digital marketing. They understand their consumer signals at deep intuitive and quantitative levels, which is an amazing foundation for successful partnerships.

What one thing would you change about the app industry / market?

I would change the way privacy concerns are addressed. While the discussions around privacy are crucial and necessary, some of the policies implemented to address these concerns limit data in ways that could negatively impact digital marketing. The industry needs a balanced approach that safeguards user privacy without stifling innovation and consolidation of power among big tech companies. Rather than Apple create rules that ultimately benefit their ecosystem, a better approach would be a negotiated framework with protected uses as proposed in American Data Privacy and Protection Act.

Where do you think there’s an opportunity for apps / or unmet needs?

One area that stands out is the challenge marketers face in developing a cohesive acquisition strategy that spans both web and app. Whether it’s that teams get siloed or companies solely prioritize their app, we see a missed opportunity to create customer journeys that touch multiple brand properties. With the increasing emphasis on privacy, there is also a growing demand for a well-planned web strategy that can address these concerns effectively.

If you weren’t working in apps what would you be doing?

If I weren’t working on apps, it’s hard to say exactly what I’d be doing. Whatever it may be, I can’t imagine I’d be enjoying it as much.

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Breathe, Calm, and Apple Fitness.

What’s on your Spotify / Music party playlist?

I’m revisiting an old friend in REM. Urban Heat, a new band out of Austin.

Any Netflix/ TV show recommendations?

I enjoy plenty of TV, but my mom is a librarian so I’ll recommend books instead. Here’s a list I recently sent to my goddaughter’s partner: What Are You Going Through, Sigrid Nunez; Second Place, Rachel Cusk; If We Were Villains, M.L. Rio; How to Be Both, Ali Smith

Is there anything else we should know about you?

Yes. 😄

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Matthew Lord appeared first on Business of Apps.

]]> Wendy Bounds https://www.businessofapps.com/app-leaders/wendy-bounds/ Thu, 06 Jul 2023 15:19:55 +0000 https://www.businessofapps.com/?post_type=appleaders&p=88078 Gwendolyn (Wendy) Bounds is the Global Head of Content for the news aggregator app, SmartNews. Before joining SmartNews in September 2022, she was the Chief Content Officer at Consumer Reports, one of the nation’s leading consumer websites and magazines, where she oversaw editorial strategy. Wendy is an award-winning journalist and author whose career includes roles at leading media organizations like The Wall Street Journal, ABC News, CNBC, and more. In your own words, what’s your role in the app business right now? Creating an information infrastructure that elegantly and smartly connects people’s passions and interests to the news, the larger community and the world around them. And doing so in a way that promotes their well-being and happiness, versus simply encouraging doom scrolling and digital

The post Wendy Bounds appeared first on Business of Apps.

]]> Gwendolyn (Wendy) Bounds is the Global Head of Content for the news aggregator app, SmartNews. Before joining SmartNews in September 2022, she was the Chief Content Officer at Consumer Reports, one of the nation’s leading consumer websites and magazines, where she oversaw editorial strategy. Wendy is an award-winning journalist and author whose career includes roles at leading media organizations like The Wall Street Journal, ABC News, CNBC, and more.

In your own words, what’s your role in the app business right now?

Creating an information infrastructure that elegantly and smartly connects people’s passions and interests to the news, the larger community and the world around them. And doing so in a way that promotes their well-being and happiness, versus simply encouraging doom scrolling and digital anxiety.

How did you end up working in apps? / get started?

Midlife career pivot! I’ve spent most of my working years on the content creation side of the media business. But many of the biggest information challenges right now are dependent upon the ethical and wise development of technology to curate, surface, distribute, and connect content in meaningful, healthy ways to audiences. I wanted a berth on that ship and so jumped over to SmartNews.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am very interested, of course, to see how apps will integrate Generative AI into their offerings. I also think information will continue to move toward multimodal consumption – i.e., interacting with the same content in different ways and places (audio, video, text, smart speaker, cars, VR, etc.) How will apps meet these needs in a seamless way?

What other companies in the app space do you rate/ inspire you and why?

I’m pretty biased toward apps in the health and fitness space since that’s where a lot of my personal time goes. I think the Oura Smart Ring team does a very good job at helping people form habits in a positive way. It’s personal (i.e., learning each day from my sleep, exercise, heart rate, body temperature patterns). It’s dynamic by making adjustments in how it greets me in the morning and suggesting how to alter my routine based on my body’s current state. Its UX feels both scientific and accessible. The data collection is historical and comprehensive, meaning I can analyze my data over short and long periods of time which makes it less likely I’ll switch to another tracker. And it’s behavior-changing in a positive way. My alcohol consumption has dropped and my sleep regularity improved because I can see firsthand in this app every morning how certain behaviors impact my scores.

What do you like most about working in apps?

There’s an intimacy to apps. Their portable, tool-like functionality coupled with community is an unparalleled technological experience in some ways. An indispensable app is like an incredible pocket knife or pair of sunglasses or running shoes. It’s solution-oriented and allows you to engage more deeply and efficiently with your interests and passions. And in many cases, you can then share those interests and passions with others no matter where you are in the world. With apps, you can help people achieve good habits.

What one thing would you change about the app industry / market?

I haven’t worked in apps long enough to offer a cogent theory of change yet. Ask me this question again in a year!

Where do you think there’s an opportunity for apps / or unmet needs?

So, this might exist – and if it does, can someone please let me know at wendy.bounds@smartnews.com – but, I’d like a universal app for seamless non-restaurant tipping (valets, parking garage attendants, bellhops, apartment maintenance staff etc.). An app that requires no exchange of personal information but allows you to tip in small increments extremely quickly between individuals. I never carry cash anymore, EVER. And so this is always a challenge. I know there are tipping apps out there for different industries, but I think there’s an opportunity for someone to become the 800-lb gorilla and be the de-facto method of non-cash tipping.

If you weren’t working in apps what would you be doing?

Writing books. (Which I’m doing – as well as working in apps!)

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

SmartNews (my news, of course, 🙂); Waking Up and Calm (my meditation); Oura (my ring sleep, HRV, activity tracker); Final Surge (my physical training tracker); Slack app (my work communications); Spotify (my music); Pliability (my stretching)

What’s on your Spotify / Music party playlist?

No party list, but I love my training playlist…! Here’s a sample: Heart On Fire (Eric Church); Countdown (Beyonce); I Want You Back (The Jackson 5); Come and Get Your Love (Redbone); Dancin’ In The Moonlight (Chris Lane, Lauren Alaina); Family (Drew Holcomb)

Any Netflix/ TV show recommendations?

The OA (Netflix); Succession (HBO Max); Hanna (Amazon Prime); Daisy Jones & The Six (Amazon Prime); The Mandalorian (Disney+); Somebody Somewhere (HBO Max)

Is there anything else we should know about you?

I’m a competitive obstacle course racer (think, Spartan Race). Obstacle racing combines endurance running with military-style obstacles such as climbing ropes, scaling walls, crawling under barbed wire, and carrying heavy objects in difficult terrain. I’ve participated in two Spartan Race World Championships competing in my age group – one in Lake Tahoe, Calif. and the other in Abu Dhabi, U.A.E.

Currently, I’m completing a book about the power of tackling something new and hard – such as obstacle racing – for the first time in midlife and what the latest science and research shows about how we can transform ourselves at any age. It will be published next year by an imprint of Penguin Random House.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Wendy Bounds appeared first on Business of Apps.

]]> Wout Laban https://www.businessofapps.com/app-leaders/wout-laban/ Thu, 29 Jun 2023 16:01:16 +0000 https://www.businessofapps.com/?post_type=appleaders&p=87865 For the past 6 years, Amsterdam-based Wout has worked with Leanplum/CleverTap to help global brands (JustEat Takeaway.com, StockX, EA, and Tesco among others) optimize their app engagement and user retention. His career started as Growth Lead at the edtech startup Gibbon (later acquired by Degreed) where he was responsible for user growth for all of their apps, ranging from acquisition to retention/revenue. Later, he had the opportunity to work in innovation and consulting, helping large corporations in their development of digital products and services. In your own words, what’s your role in the app business right now? With the Customer Success and Solutions team at CleverTap, we partner with our customers to not only leverage our technology but to build out the best and most

The post Wout Laban appeared first on Business of Apps.

]]> For the past 6 years, Amsterdam-based Wout has worked with Leanplum/CleverTap to help global brands (JustEat Takeaway.com, StockX, EA, and Tesco among others) optimize their app engagement and user retention. His career started as Growth Lead at the edtech startup Gibbon (later acquired by Degreed) where he was responsible for user growth for all of their apps, ranging from acquisition to retention/revenue. Later, he had the opportunity to work in innovation and consulting, helping large corporations in their development of digital products and services.

In your own words, what’s your role in the app business right now?

With the Customer Success and Solutions team at CleverTap, we partner with our customers to not only leverage our technology but to build out the best and most personalized strategy for these brands to help grow their businesses. We achieve this by focusing on their unique use cases, helping them to develop better processes, running their campaigns and aligning their organization towards better outcomes.

How did you end up working in apps? / get started?

While I do have a background in design, I translated that skillset to focus on growth marketing. At Gibbon, I was lucky enough to learn the tricks of the trade in developing for iOS (iPhone and iPad) as well as Android and how to approach user acquisition, activation, and retention.

While I continued to consult startups and corporates alike to bring their products to market, I was eager to dive deep into the app industry further, and with Leanplum, I had the opportunity to do this by heading up our Services and Solutions organization. Last year, Leanplum was acquired by CleverTap, and to this day, I continue this journey.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The easy answer would be AI, which I truly have a love-hate relationship with. While I believe it will completely change everything around us, including the app space, I do feel that from a business level, most companies are too immature to really leverage it. It will take time before the tools at our fingertips will start to make a real impact on the day-to-day.

However, something I’m excited about is successful and really well-designed apps (Duolingo and Headspace, for instance). The ability to excite user and really engage them while building a successful business around it. It’s kinda where it all started and where I think the real opportunity still is for so many businesses to break through. Leveraging the power of an app over a “webpage” in an app.

What other companies in the app space do you rate/ inspire you and why?

The fictional company that I designed in my head that helps everyone create a clear data taxonomy and internal alignment on what data means.

Beyond that, FullStory has a product that I love and could spend hours in to figure out what questions to ask in order to build a better product.

What do you like most about working in apps?

From my 96-year-old grandfather to my 2-year-old cousin, everyone uses apps on mobile devices. The impact of what we design and how we engage with end users is touching everyone. How we thoughtfully work towards creating safe, clear, helpful, and engaging experiences is what excites me most. From a company’s perspective, there is a lot of talk about driving revenue and optimization, however, from a social perspective, we often hear talk about the negative impacts of mobile usage addiction.

We must not forget however that there is so much happening in the app world where companies strive to move towards making a positive social impact and driving more sustainable business. The scale that these initiatives can create through apps/mobile devices is what really excites me about working in the mobile industry.

What one thing would you change about the app industry / market?

I’m going to steal a classic from Mick Rigby (CEO at Yodel Mobile) here, let’s all reverse the funnel and talk about acquisition last and value first.

Where do you think there’s an opportunity for apps / or unmet needs?

Bring back Path <3!

If you weren’t working in apps what would you be doing?

I’d be a part-time highschool teacher, part-time writer. Kids bring so much creativity and inspiration to everyday business. And writing/storytelling is fundamental to every human and we all should write more.

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Uber, getting out of a plane anywhere in the world and having a safe and secure car waiting for me to take me somewhere remains very valuable.

What’s on your Spotify / Music party playlist?

Tribe Called Quest always gets a play at least once a month.

Any Netflix/ TV show recommendations?

Classic, brainless, stupid sitcoms to end the day with and make life simple and enjoyable.

Is there anything else we should know about you?

You can wake me up any time of the night to watch and/or play basketball.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Wout Laban appeared first on Business of Apps.

]]> Karan Tibdewal https://www.businessofapps.com/app-leaders/karan-tibdewal/ Thu, 29 Jun 2023 16:01:13 +0000 https://www.businessofapps.com/?post_type=appleaders&p=87864 Karan is a Growth and Retention Consultant. He helps subscription apps get better at lifecycle engagement, retention strategies, and subscription optimization. He has worked with some of the leading subscription apps such as Blinkist, Deezer, and more. Karan is also the host of a bi-weekly podcast called LTV Talks where he interviews some of the thought leaders in the space and dives deep into their experience. In your own words, what’s your role in the app business right now? Due to my unique experience of working independently with over 15 subscription apps, I am constantly exposed to the latest in subscriptions. I believe I can add value to not only my clients but also to our industry by regularly sharing free templates, writing about my

The post Karan Tibdewal appeared first on Business of Apps.

]]> Karan is a Growth and Retention Consultant. He helps subscription apps get better at lifecycle engagement, retention strategies, and subscription optimization. He has worked with some of the leading subscription apps such as Blinkist, Deezer, and more. Karan is also the host of a bi-weekly podcast called LTV Talks where he interviews some of the thought leaders in the space and dives deep into their experience.

In your own words, what’s your role in the app business right now?

Due to my unique experience of working independently with over 15 subscription apps, I am constantly exposed to the latest in subscriptions. I believe I can add value to not only my clients but also to our industry by regularly sharing free templates, writing about my experiences on Linkedin, and now putting out hour-long podcast episodes on various topics.

How did you end up working in apps? / get started?

While doing my masters in business management, I got very interested in subscriptions and how to manage customer retention. For my thesis, I worked with Hellofresh on identifying strategies to reduce customer churn, which led me into the evolving world of subscriptions and apps in general.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am very much looking forward to three key trends in the field;

  1. Organisational structures: Who owns subscription growth topics, also including retention and engagement in a team? It’s a very interesting problem with no direct standard solutions thus far.
  2. SaaS platform and solution consolidation: We have more and more platforms optimizing for paywall, CRM, performance marketing, CDP, and product analytics, but increasingly, there’s a need for consolidation or connectivity between the market leaders in the space. I feel there’s an opportunity here.
  3. AI/ML: This is, of course, a HUGE topic, and I am starting to see many use generative AI apps in copy and design. Using AI/ML to manage rapid testing and reporting is going to be the next frontier for the marketing world, in my opinion.

What other companies in the app space do you rate/ inspire you and why?

Duolingo because of their structured process and innovations in the field of organisation structure design. Another one is Spotify in the same field. They inspire me mainly because of how they view growth and subscriptions and keep challenging the status quo.

What do you like most about working in apps?

Apps for me are the perfect blend of tech, data, and user psychology. You really need all 3 to build and excel in the industry.

What one thing would you change about the app industry / market?

Get rid of the jargon.

Where do you think there’s an opportunity for apps / or unmet needs?

In deep work and clarity on the impact vs effort for all growth topics. There seems to be a lot of fluff in the market but not enough organised testing around.

If you weren’t working in apps what would you be doing?

Probably developing solutions, playing and learning apps for kids.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Chatterbug

What’s on your Spotify / Music party playlist?

Khurangbin

Any Netflix/ TV show recommendations?

Pepsi, Where’s My Jet?

Is there anything else we should know about you?

That I am an engineer in my previous life and love reading about user psychology – both these facets have influenced my work to a very high degree.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Karan Tibdewal appeared first on Business of Apps.

]]> Claudia Whyte https://www.businessofapps.com/app-leaders/claudia-whyte/ Thu, 22 Jun 2023 15:42:48 +0000 https://www.businessofapps.com/?post_type=appleaders&p=87678 Claudia is a passionate leader heading up the team at Howbout as Head of Marketing. She has experience working across multiple industries – CPG, Food&Bev, fashion – before ultimately breaking into the tech and apps space. She’s enthusiastic about strategically building businesses that are making big differences in the world. At Howbout, she’s helped take the app from 20,000 to now over one million users – helping friends actually get together more than 250,000 times every week. In your own words, what’s your role in the app business right now? The world today has never been busier – whether it’s the cluttered attention economy or the general busyness of everyday life. Relationships have become increasingly hard to keep. People are sick of apps that are

The post Claudia Whyte appeared first on Business of Apps.

]]> Claudia is a passionate leader heading up the team at Howbout as Head of Marketing. She has experience working across multiple industries – CPG, Food&Bev, fashion – before ultimately breaking into the tech and apps space. She’s enthusiastic about strategically building businesses that are making big differences in the world. At Howbout, she’s helped take the app from 20,000 to now over one million users – helping friends actually get together more than 250,000 times every week.

In your own words, what’s your role in the app business right now?

The world today has never been busier – whether it’s the cluttered attention economy or the general busyness of everyday life. Relationships have become increasingly hard to keep. People are sick of apps that are all about followers, fans, and feeds and are screaming for better ways to connect with their closest, truest friends. Taking Howbout to the next level carves a whole new way of keeping friendships strong – by actually getting friends together.

How did you end up working in apps? / get started?

After completing my degree in the US in Cognitive Science with double minors in Marketing and Law, I really wasn’t sure what direction to take, but I was attracted to the merge of all three areas that existed in marketing/business. I decided to explore the creative marketing route by joining an advertising agency in New York. After a few years in advertising, I realised I really wanted to have greater ownership of product and strategy, I fell into the perfect role building out the marketing team and processes at an exciting start-up. I fell in love with the tech/app space and have never looked back!

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am excited to see how Gen Z and future generations are changing the ways we live and act online, how they’ll affect the corporate world, where important conversations happen, and how tech integrates with our everyday lives.

What other companies in the app space do you rate/ inspire you and why?

I’m attracted to businesses that have a strong sense of purpose and are driven by their vision. One great example is the Too Good To Go app working to combat food waste in a very compelling way.

What do you like most about working in apps?

When working on apps, you can readily see/hear/feel the impacts of changes as updates are almost immediately in the hands of your users. It’s also so great to have so much access to talk to and learn from your users.

What one thing would you change about the app industry / market?

I am excited to see the change away from a people-as-product model and hope to see a decrease in the online fight for attention.

Where do you think there’s an opportunity for apps / or unmet needs?

We know people are looking for better ways to really connect with their friends. Followers, likes, and feeds are not cutting it anymore, so it’s exciting to be working on a product that’s aiming to do exactly that.

If you weren’t working in apps what would you be doing?

I think I’d be a primary school teacher or developmental psychologist.

iOS or Android?

iOS!

What app(s) have been most useful to you over the last year?

Hopper – it’s a flight tracking app that will send you notifications when it’s the “cheapest time to book”!

Any Netflix/ TV show recommendations?

White Lotus and Succession!

Is there anything else we should know about you?

Fun fact – I’ve lived on every continent except for Asia & Antarctica (so far… 🙃). Currently, I’m living in London and would love to connect!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Claudia Whyte appeared first on Business of Apps.

]]> Natasha Nikolaeva https://www.businessofapps.com/app-leaders/natasha-nikolaeva/ Tue, 13 Jun 2023 15:07:23 +0000 https://www.businessofapps.com/?post_type=appleaders&p=87385 Natasha is the CEO and Co-Founder of STRETCHIT – a leading fitness app on stretching and flexibility. In your own words, what’s your role in the app business right now? I run one of the most successful fitness apps on the App Store and Google Play. I work closely with my product development, marketing, and content creation teams to make sure STRETCHIT grows its audience and delivers top-quality stretching classes to its users. How did you end up working in apps? / get started? After years of successful practice as a corporate and M&A attorney at DLA Piper, I moved to New York to pursue my master’s degree at Fordham School of Law. In my free time, I started taking stretching classes at a nearby

The post Natasha Nikolaeva appeared first on Business of Apps.

]]> Natasha is the CEO and Co-Founder of STRETCHIT – a leading fitness app on stretching and flexibility.

In your own words, what’s your role in the app business right now?

I run one of the most successful fitness apps on the App Store and Google Play. I work closely with my product development, marketing, and content creation teams to make sure STRETCHIT grows its audience and delivers top-quality stretching classes to its users.

How did you end up working in apps? / get started?

After years of successful practice as a corporate and M&A attorney at DLA Piper, I moved to New York to pursue my master’s degree at Fordham School of Law. In my free time, I started taking stretching classes at a nearby dance studio. I was super inflexible and my fingers couldn’t even reach my toes in a forward fold. I started training and immediately noticed improvements in my overall health and mobility. My body pains were gone, my flexibility improved, and I started moving and even sleeping better.

In my 30ies (now 40ies), I was feeling healthier than ever before. I wanted to share that with the world. Upon completion of my master’s degree and passing the NY State Bar Exam, I quit my job as a lawyer and founded STRETCHIT with my sister Marina so that we could bring the positive impact and health benefits of stretching to people all over the world.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m excited to see more and more high-quality apps available on the market. It seems like there is an app for everything, yet there’s still so much space for growth. In terms of tech, I’m interested to see the evolution of artificial intelligence and it’s effect on the industry.

What other companies in the app space do you rate/ inspire you and why?

I was inspired by TikTok when it first launched. It seemed like the market was monopolized by Instagram, but TikTok managed to create something so similar yet so different and become so popular among younger people.

What do you like most about working in apps?

I like the freedom that comes with it. I can work from anywhere in the world which is pretty cool. Also, I really like being able to reach and help millions of people improve their health and flexibility through the STRETCHIT app.

What one thing would you change about the app industry / market?

I would make store search engines more transparent and sophisticated.

Where do you think there’s an opportunity for apps / or unmet needs?

There’re definitely opportunities for apps in the healthcare space.

If you weren’t working in apps what would you be doing?

I would probably still be a lawyer.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Anything and everything online shopping related.

Is there anything else we should know about you?

I’m happy to be able to do what I really love!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Natasha Nikolaeva appeared first on Business of Apps.

]]> Marina Skladchikova https://www.businessofapps.com/app-leaders/marina-skladchikova/ Thu, 08 Jun 2023 14:19:12 +0000 https://www.businessofapps.com/?post_type=appleaders&p=87262 Marina co-founded and built the STRETCHIT app without prior experience in app development. She is also a former project manager at a top FMCG company. Marina firmly believes that the fact that her background is unrelated to her current role is actually what helped her succeed. It gave her an advantage when it comes to listening, learning, navigating uncertainty, and willingness to make mistakes (and learn from them). In your own words, what’s your role in the app business right now? My main role is strategy and business development. However, I also enjoy mentoring the support team. I love how close they are to our customers. It allows me to deepen my knowledge of our users’ needs and get countless new ideas from our users.

The post Marina Skladchikova appeared first on Business of Apps.

]]> Marina co-founded and built the STRETCHIT app without prior experience in app development. She is also a former project manager at a top FMCG company. Marina firmly believes that the fact that her background is unrelated to her current role is actually what helped her succeed. It gave her an advantage when it comes to listening, learning, navigating uncertainty, and willingness to make mistakes (and learn from them).

In your own words, what’s your role in the app business right now?

My main role is strategy and business development. However, I also enjoy mentoring the support team. I love how close they are to our customers. It allows me to deepen my knowledge of our users’ needs and get countless new ideas from our users.

How did you end up working in apps? / get started?

I first fell in love with stretching and flexibility training. I was never flexible, I was sitting 9+ hours a day at my day job. Then, in the late twenties, I started working on my flexibility and in only two years of consistent training, I was auditioning for acrobatics gigs (and being accepted among Cirque Du Soleil acrobats!).

I was convinced you can’t become a professional acrobat starting as an adult. However, our bodies are capable of amazing things. I was so inspired! Then came the idea of making my stretching method available to everyone through the app.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m very excited about how close the apps are to customers. Most of the features we developed in the app were requested by the users. It really is a beautiful thing! I also believe that you can’t fail in the business of apps. Because you get that instant feedback from the market and it guides you on what to do next (how to change the existing product or launch a new one).

What other companies in the app space do you rate/ inspire you and why?

I won’t be original, I’m inspired by Airbnb and Uber. I love how they changed the industry and how convenient they are for users.

What do you like most about working in apps?

Instant feedback from the market, analytics capabilities, abilities to test new features, etc. On a personal level, I enjoy working remotely. We’ve done it since we started working on the app in 2014.

What one thing would you change about the app industry / market?

App Store fees 😄

Where do you think there’s an opportunity for apps / or unmet needs?

We’re in the health and fitness segment. Our biggest opportunity is to inspire people to train. We’re in the business of building a habit. That’s the only way to succeed in our space.

If you weren’t working in apps what would you be doing?

I’ve been in the business of apps for 9 years already. It became second nature. But I’m sure I’d work in B2C and I’d work with people and for people.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Social media apps, retail apps, and banking apps

What’s on your Spotify / Music party playlist?

I only have one playlist and it’s Disney songs for my 3-year-old. I like music but don’t really listen to it. I prefer silence or sounds of nature.

Any Netflix/ TV show recommendations?

I don’t really watch Netflix or TV shows.

Is there anything else we should know about you?

I’m an FMCG executive turned acrobat turned app entrepreneur. I’m also a first-generation immigrant and a single mom (meaning I’m brave, I’m resourceful, and get things done). I love life. ❤

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Marina Skladchikova appeared first on Business of Apps.

]]> Jessica Alderson https://www.businessofapps.com/app-leaders/jessica-alderson/ Thu, 01 Jun 2023 14:01:39 +0000 https://www.businessofapps.com/?post_type=appleaders&p=87113 Jessica is the CEO and co-founder of So Syncd, a dating app that matches compatible personality types. She founded the company with her sister, Louella, and the pair are on a mission to make dating more fun, meaningful, and successful. The app has been named “the next big thing in dating” by Forbes and has helped thousands of people find love. In your own words, what’s your role in the app business right now? My role as CEO and co-founder of So Syncd is to determine the broader strategy and vision for the company. Our goal is to make dating more meaningful, fun, and successful. I aim to ensure that we are moving in the right direction, in the right way, at the right speed,

The post Jessica Alderson appeared first on Business of Apps.

]]> Jessica is the CEO and co-founder of So Syncd, a dating app that matches compatible personality types. She founded the company with her sister, Louella, and the pair are on a mission to make dating more fun, meaningful, and successful. The app has been named “the next big thing in dating” by Forbes and has helped thousands of people find love.

In your own words, what’s your role in the app business right now?

My role as CEO and co-founder of So Syncd is to determine the broader strategy and vision for the company. Our goal is to make dating more meaningful, fun, and successful. I aim to ensure that we are moving in the right direction, in the right way, at the right speed, and that we have the resources we need to make it happen.

How did you end up working in apps? / get started?

So Syncd was inspired by a breakup that motivated me to spend time travelling and researching personality compatibility. When I returned to London, I started working on So Syncd. Previously, I worked in finance and then at a startup, but it didn’t involve apps. It was only when we started So Syncd that I became more involved in the tech world. We first built an MVP with a team of developers and started getting traction as soon as we launched.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m excited about the productivity improvements that will happen as a result of the developments in AI. As someone who often struggles with admin tasks, I’m looking forward to being able to spend more time focusing on the bigger picture.

What other companies in the app space do you rate/ inspire you and why?

Canva is one of my favorite companies. It has completely changed the way we work as a company and it has enabled people all around the world to easily create beautiful, professional graphics. Melanie Perkins, the CEO and co-founder of Canva, has also been an inspiration to me. I also love Saturday, Cliff Lerner’s social app. It’s a great example of an app that has achieved massive growth in a short period of time, and Cliff is a genius when it comes to product.

What do you like most about working in apps?

I love how quickly the app industry moves. The dynamic nature of the space attracts some of the brightest minds and it encourages creativity. It’s also incredibly exciting to see new ideas come to life from concept to launch in a relatively short amount of time.

What one thing would you change about the app industry / market?

I wish that the fundraising landscape was more equitable for early-stage companies. Many founders, especially those from underrepresented groups, often face a myriad of additional challenges when raising capital. I would love to see more investors educating themselves about unconscious bias and intentionally creating a fairer funding ecosystem.

Where do you think there’s an opportunity for apps / or unmet needs?

I think there are opportunities for apps that help people understand themselves on a deeper level. The world moves so quickly nowadays – it’s easy to get caught up in it and forget to take time to reflect. I believe apps that help people understand their values, goals, and emotions will be incredibly valuable going forward.

If you weren’t working in apps what would you be doing?

I would be a film director or run meme accounts of cute animals.

Is there anything else we should know about you?

My passion for equality and diversity led me to build the UK Women in Tech team in 2021.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Jessica Alderson appeared first on Business of Apps.

]]> Sara Camden https://www.businessofapps.com/app-leaders/sara-camden/ Thu, 25 May 2023 16:06:39 +0000 https://www.businessofapps.com/?post_type=appleaders&p=86939 Sara is the Head of Product Marketing for InMobi’s app performance solutions in North America. Prior to joining InMobi, she led product marketing for Publicis Groupe’s CORE ID as part of Epsilon. With more than 15 years in digital media as both a buyer and a marketer, Sara has broad ecosystem experience, having worked for global consumer brands as well as agencies, publishers, and adtech providers. She is a recognized expert on identity, privacy, and third-party data deprecation, frequently writing and speaking on topics such as SKAdNetwork and the cookieless future. In your own words, what’s your role in the app business right now? I help app marketers demystify the endless complexities in the new era of mobile growth. I also serve as connective tissue

The post Sara Camden appeared first on Business of Apps.

]]> Sara is the Head of Product Marketing for InMobi’s app performance solutions in North America. Prior to joining InMobi, she led product marketing for Publicis Groupe’s CORE ID as part of Epsilon. With more than 15 years in digital media as both a buyer and a marketer, Sara has broad ecosystem experience, having worked for global consumer brands as well as agencies, publishers, and adtech providers. She is a recognized expert on identity, privacy, and third-party data deprecation, frequently writing and speaking on topics such as SKAdNetwork and the cookieless future.

In your own words, what’s your role in the app business right now?

I help app marketers demystify the endless complexities in the new era of mobile growth. I also serve as connective tissue between product management and our customers to ensure we continually elevate our app performance offerings in lockstep with market needs.

How did you end up working in apps? / get started?

Being in the app ecosystem at this juncture is a bit of a homecoming for me. My journey in mobile marketing began at an adtech company called ChaCha (RIP) way back in the early aughts when the overwhelming majority of consumers used feature phones and Blackberry was all the rage from a smartphone perspective.

After that, I spent 7 years at Equifax in a variety of roles, with most of my time spent leading omnichannel digital strategy and performance. I then shifted over to the agency world to serve as Head of Product Marketing for Publicis Groupe’s CORE ID as part of Epsilon. A former manager then persuaded me to join InMobi, and I couldn’t be happier that I did!

What are you most excited about in apps right now? (tech, trends, people, verticals)

What excites me is the massive disruption in our midst at this juncture. Having professionally lived through the full evolution of mobile devices, adtech, performance marketing, and the app economy as a whole, my instincts are finely tuned to see what’s ahead over the horizon, and turning obstacles into opportunities inspires me.

What other companies in the app space do you rate/ inspire you and why?

Omnichannel brands in the commerce and quick-serve restaurant spaces who have successfully extended their customer journeys to include apps inspire me. It can be hard to step out of your comfort zone and convince senior leadership to embrace a new vision, especially as a publicly traded company. It’s been impressive to see how some storied brands in these spaces have done this with great success. Starbucks, Nike, Walmart, Kroger, Mcdonald’s, and Wendy’s are a handful that come to mind.

What do you like most about working in apps?

To steal a quote from my boss, today’s mall is right in our phones. There’s no more powerful channel for building lifelong relationships with modern consumers than apps, and the prolific innovation and disruption bring new excitement every day.

What one thing would you change about the app industry / market?

I’d love to see new opportunities for networking across all corners of the app ecosystem emerge, including with the major mobile operating systems!

Where do you think there’s an opportunity for apps / or unmet needs?

There’s still a big gap in consumer understanding of ‘privacy’ in the digital world and the value exchange advertising provides.

If you weren’t working in apps what would you be doing?

Running a restaurant, a big cat sanctuary, or theme park marketing.

iOS or Android?

Both 😊

What app(s) have been most useful to you over the last year?

Slack, Reddit, NYT Cooking

What’s on your Spotify / Music party playlist?

Lizzo

Any Netflix/ TV show recommendations?

Somebody Feed Phil

Is there anything else we should know about you?

I grew up on a 3600-acre tomato farm in Indiana, a bit of an unconventional path to adtech. I have 4 cats and 2 dogs; I am the oldest of 6 kids, and have been on Oprah!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Sara Camden appeared first on Business of Apps.

]]> Igor Blinov https://www.businessofapps.com/app-leaders/igor-blinov/ Thu, 18 May 2023 12:33:20 +0000 https://www.businessofapps.com/?post_type=appleaders&p=86729 Igor is an experienced professional in the field of app development and growth marketing. He is currently ASO Director at Yodel Mobile, an App Growth Marketing Agency and ASO Agency of the Year. He has been working in the industry for over 5 years and has a wide perspective on the field. His background in app development has shaped his approach towards app growth and ASO. He has worked in various roles such as ASO Lead, ASO Manager, Head of Organic Growth, and Founder of In-web. Igor is a well-rounded professional with a strong set of skills in team leadership, analytics, and project management. In your own words, what’s your role in the app business right now? As an ASO Director, my role is to

The post Igor Blinov appeared first on Business of Apps.

]]> Igor is an experienced professional in the field of app development and growth marketing. He is currently ASO Director at Yodel Mobile, an App Growth Marketing Agency and ASO Agency of the Year. He has been working in the industry for over 5 years and has a wide perspective on the field. His background in app development has shaped his approach towards app growth and ASO. He has worked in various roles such as ASO Lead, ASO Manager, Head of Organic Growth, and Founder of In-web. Igor is a well-rounded professional with a strong set of skills in team leadership, analytics, and project management.

In your own words, what’s your role in the app business right now?

As an ASO Director, my role is to lead the development and implementation of new frameworks for ASO. My main focus is on utilizing deep performance analytics and key performance indicators (KPIs) to measure the success of our efforts as well as incorporating the use of AI and other cutting-edge tools to improve our strategies. My goal is to find ways to improve the visibility and performance of our clients’ apps in the app stores through effective ASO tactics and strategies. I work closely with a team of experts to drive the growth of our clients’ apps and achieve their business objectives.

How did you end up working in apps? / get started?

I started my journey in the app industry as a developer. However, I quickly discovered that my true passion lies in promoting and growing these apps through effective ASO strategies. I was given the opportunity to learn about app growth and ASO and I dove into it wholeheartedly. Through my extensive learning, I’ve found that my background in development gives me a unique perspective and understanding of how apps work and how to optimize them for better visibility and performance in the app stores.

What are you most excited about in apps right now? (tech, trends, people, verticals)

As an ASO Director, I am excited about new technologies and features such as Custom Product Pages and in-app events both of which add new depth to growth strategies. With the rise of AI technologies, I am keen to find the best ways to work with AI to achieve the best ASO results. This can include utilizing AI-based tools to analyze data and identify trends and patterns, automating keyword research and optimization, creating personalized marketing campaigns, and predicting consumer behavior to optimize the App Store listing. AI technology is constantly evolving, and new possibilities for utilizing AI in ASO will soon emerge. I am passionate to keep updated and adapt my strategies to these new possibilities to make the most of them.

What other companies in the app space do you rate/ inspire you and why?

There are some companies in the app industry that inspire me due to their innovative approach, expertise, and results in the field of app growth and ASO. Companies like Phiture, AppAgent, SplitMetrics, and Apptweak are among the companies that inspire me. They are well-known for their expertise in ASO and app growth, providing a variety of services such as ASO optimization, growth marketing, and analytics. These companies have a deep understanding of the latest trends and technologies in the industry, and they use cutting-edge techniques and data-driven strategies to help their clients achieve their business objectives and drive growth for their apps.

What specifically inspires me is the way they approach ASO by combining deep performance analytics, AI, and other tools; they also focus on user acquisition, retention, and re-engagement, which creates a more holistic approach to growth. These companies have consistently delivered results for their clients, and their success stories are a source of inspiration for me. It keeps me motivated to keep learning and improving my own skills and strategies in the field of ASO and app growth.

What do you like most about working in apps?

I love the ever-changing landscape of the field. The fast pace of innovation and new technologies means that there is always something new to learn, discover, and incorporate into my workflows. The continuous change in the industry makes it exciting, challenging, and dynamic. Additionally, it’s very rewarding to see the results of my work in the success of our clients’ apps and how it helps them grow their businesses. Being able to continuously learn, improve, and adapt is what makes my work in this field so fulfilling and motivating.

What one thing would you change about the app industry / market?

One area that I would like to see improvements in is the technology maturity of the app market. The field of ASO is relatively new, but the current tools and techniques used in this field are not as advanced as the ones used in web marketing. This can make it difficult to gain a clear picture of an app’s performance and implement effective optimization strategies. Additionally, the App Store and Play Store consoles can be slow, buggy, and do not always provide the full spectrum of metrics needed for gaining better understanding of app performance. These challenges make it difficult for ASO professionals like me to access the data we need to make informed decisions about app optimization. To address these issues, the industry would benefit from the development of more advanced, reliable, and user-friendly tools and technologies to aid in ASO and app growth.

Where do you think there’s an opportunity for apps / or unmet needs?

Healthcare, finance, eCommerce and delivery services, virtual and augmented reality. These areas have high potential as the need for these services is increasing. For example, in healthcare, there is an opportunity for more apps that can help people to manage their health remotely or connect with healthcare professionals. In finance, more personalized finance apps can be developed to offer budgeting, investment advice, and financial literacy. eCommerce and delivery services also have great potential, and specialized apps could be developed to offer more niche delivery services, such as same-day delivery, pre-order delivery, etc.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I’d probably be a professional emoji designer. After all, a picture is worth a thousand words, but an emoji is worth a million downloads.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Todoist

What’s on your Spotify / Music party playlist?

Funk/Jazz

Any Netflix/ TV show recommendations?

Nature documentaries

Is there anything else we should know about you?

I am currently following my passion for traveling and exploring new cultures while working as an ASO director. I have become a digital nomad, which allows me to travel and visit new places every two to three months. While on the road, I am able to work remotely as an ASO director and stay connected to my clients and industry. I find this to be a unique and exciting opportunity as it allows me to bring new perspectives and insights to my work and bring new ideas to my clients as I explore the app ecosystem and new trends in different parts of the world. The combination of my love for travelling and learning and my profession as an ASO director is the perfect blend – I’m really enjoying my journey and my current lifestyle.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Igor Blinov appeared first on Business of Apps.

]]> Alex Kudelka https://www.businessofapps.com/app-leaders/alex-kudelka/ Thu, 11 May 2023 17:04:03 +0000 https://www.businessofapps.com/?post_type=appleaders&p=86569 Alex has spent his entire career in and around the mobile app space. He created his first app at university and has since led the commercial teams at various mobile-first companies. Alex has helped scale starts ups of various sizes from their earliest stages pre-revenue to as high as $50m ARR. In your own words, what’s your role in the app business right now? My role at Glassfy is to enable businesses to grab the most of the billions spent every year on apps around the world. IAPs and subscriptions are the lifeblood of any app. Still, unfortunately, it is an incredibly technically fragmented space that is often shielded from the rest of the business. At Glassfy, we believe that if an app can build

The post Alex Kudelka appeared first on Business of Apps.

]]> Alex has spent his entire career in and around the mobile app space. He created his first app at university and has since led the commercial teams at various mobile-first companies. Alex has helped scale starts ups of various sizes from their earliest stages pre-revenue to as high as $50m ARR.

In your own words, what’s your role in the app business right now?

My role at Glassfy is to enable businesses to grab the most of the billions spent every year on apps around the world. IAPs and subscriptions are the lifeblood of any app. Still, unfortunately, it is an incredibly technically fragmented space that is often shielded from the rest of the business. At Glassfy, we believe that if an app can build a meaningful strategy from the foundation of payments, the analysis of that revenue to how the app implements revenue strategies, then it will be the highest-performing business.

How did you end up working in apps? / get started?

Back when I was at college, around the time the App Store was launched, I was playing around with the idea of building and launching an app with a friend. We were talking about how we didn’t really have an idea what was going on in town and how great it would be if we had a way to know what was happening around us. I then pitched him the idea of an app that could combine our interests and the most exciting events in town and recommended them to us as the end users. And that’s how the idea of my first app, BeeSocial, was born and, as they say, the rest is history…

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am really excited about what I would call a renaissance in app building. In the last few years, we have witnessed the rise of new platform technologies like Flutter that will allow us to build apps much more easily and faster than ever before. I believe we are seeing a renaissance in app building and we will see 2, 3, 4x more apps developed in the coming years.

What other companies in the app space do you rate/ inspire you and why?

Companies all across the spectrum from Duolingo pioneering strategies like gamification to health apps focused on improving people’s mental health, e.g. Reveri.

What do you like most about working in apps?

The ever-changing dynamics of the industry – constant innovation and constant room for bettering what helps apps grow.

What one thing would you change about the app industry / market?

That business more quickly start to treat mobile and apps as first-class citizens internally and truly bring together the internal organisations of web and mobile.

If you weren’t working in apps what would you be doing?

I love wine, so I would be running a small wine shop selling to friends and family and exploring all the world has to offer.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Citymapper

What’s on your Spotify / Music party playlist?

If you’re not listening to Waffle House by the Jonas Brothers, then who are you?

Any Netflix/ TV show recommendations?

Succession

Is there anything else we should know about you?

I have traveled to more than 30 countries, flown over 1m miles, and still have the itch to explore more every day. Every chance I get to share a meal with someone new in a foreign land makes me a better person.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Alex Kudelka appeared first on Business of Apps.

]]> Ingrid Thorpe https://www.businessofapps.com/app-leaders/ingrid-thorpe/ Thu, 04 May 2023 16:31:51 +0000 https://www.businessofapps.com/?post_type=appleaders&p=86380 Ingrid is an energetic and intellectually curious tech leader with over 25 years of experience in martech and adtech SaaS solutions. Ingrid has worked extensively with enterprise clients across a range of industry verticals. She moved into a mobile-focused role three and a half years ago and now leads a product team building innovative mobile-first solutions. In your own words, what’s your role in the app business right now? IT and marketing departments now face a huge dilemma when choosing the right martech solution for their business goals and the success of their app. There are so many options on the market that promise so much but don’t always deliver on those promises. Mobile is a personal space and as such you only have a

The post Ingrid Thorpe appeared first on Business of Apps.

]]> Ingrid is an energetic and intellectually curious tech leader with over 25 years of experience in martech and adtech SaaS solutions. Ingrid has worked extensively with enterprise clients across a range of industry verticals. She moved into a mobile-focused role three and a half years ago and now leads a product team building innovative mobile-first solutions.

In your own words, what’s your role in the app business right now?

IT and marketing departments now face a huge dilemma when choosing the right martech solution for their business goals and the success of their app. There are so many options on the market that promise so much but don’t always deliver on those promises. Mobile is a personal space and as such you only have a few fleeting moments to delight your customers. This places a greater focus on making each interaction with your customers count. My role is to listen intently to that pain point and design elegant solutions that take the burden out of creating experiences for app users which are both hyper-personalised and highly relevant.

How did you end up working in apps? / get started?

I’ve done so many things in my career. I’ve been a designer, I’ve worked in creative agencies, led project teams, and worked in pre-sales. I believe all those roles have contributed to where I am now. After working in adtech for a number of years, I sensed the real place of innovation was in mobile and so I jumped at the chance to join Swrve who’ve always been focused on delivering immersive native mobile experiences. Swrve joining the MessageGears family is the best evolution I could have hoped for as I truly believe our combined solution offers a radical alternative to anything else currently on the market.

What are you most excited about in apps right now? (tech, trends, people, verticals)

We live in a world now where it’s critical to follow the eyeballs. We all spend a lot of time in apps but we are also on computers and smart TVs or gaming consoles. For me, being able to unite that behaviour from a data perspective and make sure that we act on the signals consumers are giving us every day is an exciting space to play in, especially when your mobile phone is like mission control.

What other companies in the app space do you rate/ inspire you and why?

I’ll confess I love Tik Tok – I think the way they have made content creation super easy while understanding how or why memes are created is brilliant. I’ve also got a soft spot for smart fintech apps because it’s a regulated space and therefore there are many additional hurdles to cross when thinking about new customer onboarding and engagement. Hey Monzo – you’ve got a slick new customer process, I was impressed. But that said it could get even better.

What do you like most about working in apps?

Every day is different. Our customer base is so diverse and as such I get to hear about so many different business problems and opportunities for customer engagement. App technology is always evolving and that always keeps me on my toes. I’m constantly researching, and playing around with new ideas – pondering and manifesting the potential.

What one thing would you change about the app industry / market?

Stop putting HTML overlays in your gorgeously designed native apps. It does my head in, there is another way.

Where do you think there’s an opportunity for apps / or unmet needs?

I think the pandemic established if you don’t have a solid mobile strategy your customers will be disappointed. It’s frustrating to find I have to leave an app to get a basic task completed. Customers demand and expect a customised and relevant experience which acknowledges their actions across channels.

If you weren’t working in apps what would you be doing?

You’ll always find me at the heart of data, design, and function. I actually went to art school, so maybe one day I’ll find myself back in an art gallery. I’ve kept up my art practice all these years.

iOS or Android?

Android

What app(s) have been most useful to you over the last year?

I lived on a canal boat for a month last year, so I’m going to give it up to Open Canal Map. It was a lifesaver.

What’s on your Spotify / Music party playlist?

Liquid Drum and Bass

Any Netflix/ TV show recommendations?

Ted Lasso and Succession – an odd pairing I know.

Is there anything else we should know about you?

I foster cats for Battersea Dogs and Cats Home. It’s incredibly rewarding, but please neuter your pets.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ingrid Thorpe appeared first on Business of Apps.

]]> Emilien Eychenne https://www.businessofapps.com/app-leaders/emilien-eychenne/ Tue, 25 Apr 2023 16:29:44 +0000 https://www.businessofapps.com/?post_type=appleaders&p=86184 Emilien co-founded Adikteev 10 years ago and has been evolving in the app marketing and advertising industry since. He is acting as Adikteev’s global CRO in charge of growing the business. Emilien is also an angel investor in several companies. In your own words, what’s your role in the app business right now? My role is to find, build, and sell innovative data-backed products to help apps grow in a challenged ecosystem. I continuously work with different stakeholders to re-invent tomorrow’s growth marketing strategies. How did you end up working in apps? / get started? I started working in digital advertising, and my willingness to be more performance-oriented naturally drove me into the app ecosystem. What are you most excited about in apps right now?

The post Emilien Eychenne appeared first on Business of Apps.

]]> Emilien co-founded Adikteev 10 years ago and has been evolving in the app marketing and advertising industry since. He is acting as Adikteev’s global CRO in charge of growing the business. Emilien is also an angel investor in several companies.

In your own words, what’s your role in the app business right now?

My role is to find, build, and sell innovative data-backed products to help apps grow in a challenged ecosystem. I continuously work with different stakeholders to re-invent tomorrow’s growth marketing strategies.

How did you end up working in apps? / get started?

I started working in digital advertising, and my willingness to be more performance-oriented naturally drove me into the app ecosystem.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am more interested in gaming apps because they are usually the most advanced ones regarding marketing strategies. I am very excited about the rise of alternative app stores, Web3 games entering the app ecosystem, and AI applied to app marketing.

What other companies in the app space do you rate/ inspire you and why?

I am very inspired by King because they are very advanced in their app marketing strategies and very straightforward in their way to pilot performance. Companies like Applovin also inspire me because of the way they succeeded in becoming a tech giant. But also smaller ones like Upptic or two & a half gamers because of their brilliant founders.

What do you like most about working in apps?

That I never feel like I am working. I feel so lucky to work in a growing industry with so much untapped potential, many intelligent people, and still a lot to create.

What one thing would you change about the app industry / market?

I would make Apple more open to discussing iOS with the ecosystem stakeholders because when people do things independently, they go faster, but if they do it with others, they will go further…

Where do you think there’s an opportunity for apps / or unmet needs?

For gaming apps, I think there is a massive opportunity for cross-promotion. With the market consolidation, cross-promotion could immediately impact studios’ and publishers’ cash flows. I also think that app-to-web strategies are the future of IAP (in-app purchases) monetization.

If you weren’t working in apps what would you be doing?

Maybe consulting so that I can work with different people from different industries.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Spark

What’s on your Spotify / Music party playlist?

NTM, Ray Charles, and Jamiroquai

Any Netflix/ TV show recommendations?

Fauda

Is there anything else we should know about you?

I am a huge fan of companies growing profitably and creating long-term sustainable value. I call those companies “poneys,” I oppose them to those experiencing high growth and valuations but which may never get profitable. I am a bit old school and believe the purpose of a private company is to create concrete added value and not only have a vision.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Emilien Eychenne appeared first on Business of Apps.

]]> Adam Greco https://www.businessofapps.com/app-leaders/adam-greco/ Tue, 18 Apr 2023 16:42:59 +0000 https://www.businessofapps.com/?post_type=appleaders&p=86079 Over the past 20 years, Adam has advised hundreds of organisations on analytics best practices. He has also authored over 300 blogs related to analytics and authored the definitive book on Adobe Analytics. He frequently speaks at analytics conferences and has served on the board of the Digital Analytics Association. In 2020, Adam founded the Search Discovery Education Community (SDEC) to provide free digital analytics education to the masses. As a Product Evangelist at Amplitude, he helps prospects and customers understand how Amplitude helps build better products through workshops, blogs, videos, and other content. In your own words, what’s your role in the app business right now? My role is Product Evangelist at Amplitude. Here, I provide content, education, and strategic advice on how to

The post Adam Greco appeared first on Business of Apps.

]]> Over the past 20 years, Adam has advised hundreds of organisations on analytics best practices. He has also authored over 300 blogs related to analytics and authored the definitive book on Adobe Analytics. He frequently speaks at analytics conferences and has served on the board of the Digital Analytics Association. In 2020, Adam founded the Search Discovery Education Community (SDEC) to provide free digital analytics education to the masses. As a Product Evangelist at Amplitude, he helps prospects and customers understand how Amplitude helps build better products through workshops, blogs, videos, and other content.

In your own words, what’s your role in the app business right now?

My role is Product Evangelist at Amplitude. Here, I provide content, education, and strategic advice on how to build better products. I provide this to both customers and prospects, sharing my own digital analytics expertise coupled with the power of the Amplitude platform to help these businesses develop and grow.

How did you end up working in apps? / get started?

I worked with digital websites for years and saw that the younger generation preferred apps to websites. I decided to learn more about apps and product-led growth and applied my past experience to the app market.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am most excited about the fact that apps often have user authentication. In today’s world of privacy regulation and cookie deletion, apps represent a chance for brands to know who their customer is and work with them directly.

What other companies in the app space do you rate/ inspire you and why?

I am inspired by apps that are challenging older business models. Apps like Monzo are proving that there can be new approaches to legacy businesses. I like how DigiID is helping solve identity.

What do you like most about working in apps?

I love the pace of development. It seems like every year there are more new and exciting apps. A few years ago, no one had heard of one of our clients (BeReal) and now they are a phenomenon!

What one thing would you change about the app industry / market?

I recently moved from the US to Europe and have found that some apps only work in some countries (I am on iOS). I would like to see a world in which all apps can work universally.

Where do you think there’s an opportunity for apps / or unmet needs?

I think there is more that can be done with apps around user identity. Apps represent a great way for consumers to keep their privacy but allow brands to provide personalized experiences. I hope in the future that consumers can earn money for their data instead of having advertising networks hoard all of the money.

If you weren’t working in apps what would you be doing?

Probably playing around with AI and user identity.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

TripIt, Pocket, Hey for Email

What’s on your Spotify / Music party playlist?

All 1980s music!

Any Netflix/ TV show recommendations?

Friday Night Lights, Arrested Development

Is there anything else we should know about you?

When I am not working in digital, I am driving my 1962 classic car!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Adam Greco appeared first on Business of Apps.

]]> Alexander Radchenko https://www.businessofapps.com/app-leaders/alexander-radchenko/ Thu, 13 Apr 2023 14:47:24 +0000 https://www.businessofapps.com/?post_type=appleaders&p=85955 Alexander is a board member and the CEO at Intellectsoft. He has 25+ years of experience in the IT industry and 15+ years of being the leader of different engineering teams and companies. However, he has no intention of slowing down. In addition to being the CEO, he is also a representative for the IT Ukraine Association and a board member of multiple tech and sustainability companies. His multicultural background, solid technical expertise, and desire to create remarkable things are now being put into building apps, solutions, and ecosystems across multiple verticals. In your own words, what’s your role in the app business right now? Even though I no longer create apps with my own hands, I don’t want to be an observer. Instead, I

The post Alexander Radchenko appeared first on Business of Apps.

]]> Alexander is a board member and the CEO at Intellectsoft. He has 25+ years of experience in the IT industry and 15+ years of being the leader of different engineering teams and companies. However, he has no intention of slowing down. In addition to being the CEO, he is also a representative for the IT Ukraine Association and a board member of multiple tech and sustainability companies. His multicultural background, solid technical expertise, and desire to create remarkable things are now being put into building apps, solutions, and ecosystems across multiple verticals.

In your own words, what’s your role in the app business right now?

Even though I no longer create apps with my own hands, I don’t want to be an observer. Instead, I actively participate in my company’s life and projects to contribute to making ground-breaking, life-changing products for people and businesses. I’m using each and every opportunity to contribute to the functional design of the apps we are building for our clients, aligning business needs with technologies to enable the best possible solution for end users.

How did you end up working in apps? / get started?

It’s what I always wanted to do. I started in IT when it was the industry of geeks, not businessmen. I participated in creating one of the first enterprise application servers, contributed to building enterprise-grade connectivity between Java and relational databases, and helped in bringing real mobility to apps while still being a student. I was blessed to work with great engineers and learned a lot from them.

What are you most excited about in apps right now? (tech, trends, people, verticals)

As a person with a business mindset, I am excited about the bigger picture. People, trends, and technology are only parts of something bigger, and with the current pace of AI immersion in our lives, sometimes I cannot even predict the groundbreaking news we’ll hear tomorrow. However, oftentimes, my predictions come true, for example, about the true role of blockchains in real-life applications.

What other companies in the app space do you rate/ inspire you and why?

Solidly established brands inspire me with being industry trendsetters, while small startups amaze me with their thirst for bringing innovations into daily life and audacity to successfully compete with bigger businesses.

What do you like most about working in apps?

A big part of my work today is communication with clients. Connecting with people and their businesses, listening to their challenges, and giving them great high-quality solutions is probably the most fantastic part of working in apps. We came, we saw, we fixed it.

What one thing would you change about the app industry / market?

I know that it’s an unpopular opinion, but crypto gets way too much attention than it should. This significantly slowed down the adoption of blockchain technologies in other sectors, but at the end of the day, any technology experiences a hype period before reaching the “slope of enlightenment” and “plateau of productivity.”

Where do you think there’s an opportunity for apps / or unmet needs?

There’s hardly any industry that hasn’t already been digitized and digitalized. However, some fintech and healthcare establishments (especially fintech) need to finally embrace digitization as an inevitability. This especially applies to traditional financial institutions that often use modern technologies to ignore their clients in new ways rather than enabling competitive advantages and greater internal efficiency with a new quality of service, personalization, and transparency.

If you weren’t working in apps what would you be doing?

Good question. Since even my current hobbies are IT-related… Let’s say that it’s a good question for another time.

iOS or Android?

Both are great products to work with. Personally, I’m on iOS.

What app(s) have been most useful to you over the last year?

Slack

What’s on your Spotify / Music party playlist?

Old-school rock and electro music. However, my playlists are full of totally unexpected genres – from pop to jazz.

Any Netflix/ TV show recommendations?

I don’t really have much time to watch TV shows, but Netflix documentaries rule.

Is there anything else we should know about you?

I’m a happily married father of two sons, who speak 6-7 languages each, which makes me proud and jealous at the same time. I’m a “dog person” and truly enjoy the everyday challenges of sharing an apartment with two French bulldogs. I also love traveling and inspiring conversations with smart people.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Alexander Radchenko appeared first on Business of Apps.

]]> Henrik Karlberg https://www.businessofapps.com/app-leaders/henrik-karlberg/ Thu, 06 Apr 2023 09:36:05 +0000 https://www.businessofapps.com/?post_type=appleaders&p=85811 Henrik is an entrepreneur and the co-founder of ENVOY, the content referral engine for subscription apps. In your own words, what’s your role in the app business right now? Breaking down the barriers between content and potential users in apps with a paywall. App stores are an uninspiring storefront for a multi-billion dollar industry. How did you end up working in apps? / get started? I started back in 2004 when I tried to bring sports betting and casino games to mobile. Then satellite TV to desktop streaming apps in 2007, then music to smartphones in 2014. I started ENVOY two years ago to solve the user acqusition and engagement issues we’ve been facing as content app services for over 15 years. What are you

The post Henrik Karlberg appeared first on Business of Apps.

]]> Henrik is an entrepreneur and the co-founder of ENVOY, the content referral engine for subscription apps.

In your own words, what’s your role in the app business right now?

Breaking down the barriers between content and potential users in apps with a paywall. App stores are an uninspiring storefront for a multi-billion dollar industry.

How did you end up working in apps? / get started?

I started back in 2004 when I tried to bring sports betting and casino games to mobile. Then satellite TV to desktop streaming apps in 2007, then music to smartphones in 2014. I started ENVOY two years ago to solve the user acqusition and engagement issues we’ve been facing as content app services for over 15 years.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Seeing apps wean themselves off their past addiction to paid acquisition marketing in walled garden data ecosystems. I’m excited about seeing a balance in effort applied to all parts of the funnel from retention, in-life engagement, top-of-funnel growth, and brand marketing.

What other companies in the app space do you rate/ inspire you and why?

On the publisher side, I’m inspired by Alex Norström and his growth team at Spotify. The relentless focus on content at The Othership breathwork app, and the ninja moves AppsFlyer and other attribution software companies have had to perform to navigate the Apple and Google ecosystem changes.

What do you like most about working in apps?

I’m fortunate enough to work with content apps and I’m a total content junkie myself, so living and breathing their product makes every day an adventure. Nothing bad about insure-tech or the like but I do love problem-solving for publishers of great content products in the video, audio, news, sport, and gaming space.

What one thing would you change about the app industry / market?

I would like to see ecosystems like Apple, Google, Facebook (or a challenger like Microsoft) start thinking like the tech startups they once were – allow for third parties to build products and solutions on top of their APIs and I mean specifically app discovery, attribution, data… I’m not saying full-on WeChat “god mode” without data integrity, but certainly a more flexible ecosystem to build on top.

Where do you think there’s an opportunity for apps / or unmet needs?

The space ENVOY is in (that’s why we started the company in the first place) – discovery and engagement. Many apps need a solution for engagement-led acquisition channels with a positive return on investment as well as tools to increase engagement and retention once users are in.

If you weren’t working in apps what would you be doing?

I’d be an architect in Stockholm, London or Palm Springs. I’d try to build cool stuff that makes you go “wow, I love that, bring me inside, light the fire, and let’s jump in the ice bath/ beer keg/ pool!”

iOS or Android?

WeChat

What app(s) have been most useful to you over the last year?

StellaSleep, Othership, Moments of Space, Shinner, Zeed

What’s on your Spotify / Music party playlist?

Iron Maiden Live at Rock In Rio

Any Netflix/ TV show recommendations?

FAUDA, Stutz, Pamela – A love story, Babylon Berlin, A Handmaid’s Tale

Is there anything else we should know about you?

Hit me up on LinkedIn, we’re based in Camden Town with the team across Europe and soon the US. We brew good coffee for visitors and take the MEDNI challenge 8 days a week. It’s a marathon, not a sprint… keep going. 🏃🏻‍♀️

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Henrik Karlberg appeared first on Business of Apps.

]]> Ekaterina Gamsriegler https://www.businessofapps.com/app-leaders/ekaterina-gamsriegler/ Wed, 29 Mar 2023 09:47:37 +0000 https://www.businessofapps.com/?post_type=appleaders&p=85588 Ekaterina has been working in marketing and growth for the last 13+ years. More recently, she’s taken up leadership roles at mobile and digital B2C startups and scaleups. Before that, she held various roles in digital marketing, deepening her expertise in SEO, CRM, and user acquisition. These days, she enjoys roles with a broader scope and more responsibility. In addition to her full-time job, she hosts a course on Maven, mentors on several platforms, and consults startups on growth. She became a mother in December 2022. In your own words, what’s your role in the app business right now? My role is to drive growth and increase business value and revenue. I fundamentally believe that the best and fastest way to achieve this is by

The post Ekaterina Gamsriegler appeared first on Business of Apps.

]]> Ekaterina has been working in marketing and growth for the last 13+ years. More recently, she’s taken up leadership roles at mobile and digital B2C startups and scaleups. Before that, she held various roles in digital marketing, deepening her expertise in SEO, CRM, and user acquisition. These days, she enjoys roles with a broader scope and more responsibility. In addition to her full-time job, she hosts a course on Maven, mentors on several platforms, and consults startups on growth. She became a mother in December 2022.

In your own words, what’s your role in the app business right now?

My role is to drive growth and increase business value and revenue. I fundamentally believe that the best and fastest way to achieve this is by working at the intersection of product and marketing. So, I promote a full-funnel approach to marketing and enjoy discovering new growth loops and digging into user research and data. I also aim to be a good leader and a coach for my team, mentees, and students.

How did you end up working in apps? / get started?

13 years ago during my last year at university, I got hired as an SEO manager. Eventually, I wanted to widen my expertise and switched to doing digital marketing at a SaaS company. The mobile app industry was just starting to boom at that time and I was very excited to learn more about it. My first role in mobile was at a trading provider called IG where I did marketing for several apps in their portfolio.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am very curious about using ChatGPT for mobile marketing. I am also happy to see conferences coming back offline in Europe as the people you connect with there make working in mobile even more awesome.

What other companies in the app space do you rate/ inspire you and why?

Many of the apps at the top of the Education category are a source of inspiration when it comes to the design of the learning experience and the ways they engage and monetize users. For instance, Duolingo’s marketing campaigns are very clever and inspiring. Apart from that, I love companies and agencies that share their knowledge with a wider audience, e.g. Phiture, AppAgent, and AppTweak.

What do you like most about working in apps?

Seven years ago I fell in love with the MarTech that was rapidly evolving for the mobile industry at the time. Product analytics tools and MMPs helped to look super deep into user behaviour and solved attribution problems much better compared to digital back then. These days, I like the ever-changing landscape in mobile, the new challenges, and the fast feedback loops with users.

What one thing would you change about the app industry / market?

If I have to pick one, I’d love attribution to be less of a pain. But also, I’d love apps to use less misleading design practices and ‘hacks’ aimed at tricking users into purchases.

Where do you think there’s an opportunity for apps / or unmet needs?

Not sure about unmet needs but I’d love to see more projects and products in the sharing economy space.

If you weren’t working in apps what would you be doing?

I’d probably be a simultaneous interpreter as I studied it and really enjoyed it. Or working on wildlife conservation initiatives in some way.

iOS or Android?

iOS

Any Netflix/ TV show recommendations?

WeCrashed, The Morning Show, Shrinking on Apple TV. And classics like Silicon Valley (HBO).

Is there anything else we should know about you?

I don’t think there’s anything exciting I can share here, I am a nerd. 😃

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ekaterina Gamsriegler appeared first on Business of Apps.

]]> Shai Karmi https://www.businessofapps.com/app-leaders/shai-karmi/ Thu, 16 Mar 2023 10:32:11 +0000 https://www.businessofapps.com/?post_type=appleaders&p=85335 Shai has over 16 years of mobile marketing experience and is currently the co-founder and CEO of yellowHEAD. He has a BA in Social Sciences from Ra’anana College. In your own words, what’s your role in the app business right now? Given my marketing experience and role at yellowHEAD, I see my role as someone who can help apps adjust to the new reality of the app world. This includes lowering spending and increasing ROI and acting quickly to shift to revenue growth/profit instead of just user growth. yellowHEAD’s marketing tech can really help our clients accomplish this, and I want to be out there helping them all scale. How did you end up working in apps? / get started? I started working as an

The post Shai Karmi appeared first on Business of Apps.

]]> Shai has over 16 years of mobile marketing experience and is currently the co-founder and CEO of yellowHEAD. He has a BA in Social Sciences from Ra’anana College.

In your own words, what’s your role in the app business right now?

Given my marketing experience and role at yellowHEAD, I see my role as someone who can help apps adjust to the new reality of the app world. This includes lowering spending and increasing ROI and acting quickly to shift to revenue growth/profit instead of just user growth. yellowHEAD’s marketing tech can really help our clients accomplish this, and I want to be out there helping them all scale.

How did you end up working in apps? / get started?

I started working as an IT project manager at a small, creative company. I then left to work at 888, starting in the marketing division and working on SEO. I eventually started working on affiliate marketing and then went on to manage all the online casino marketing. I worked there together with Gal Bar, and we eventually decided to go out on our own and started yellowHEAD. With my marketing background and experience, we were able to quickly expand in the app space and show great results.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am really excited about the use of video in app marketing. Video is here to stay, for marketing, content consumption, app marketing and in-app use. The trends we are seeing for UGC and influencer marketing and the rise of platforms like TikTok are making it more important than ever to create short, engaging, and authentic videos.  Having an influencer post videos and drive amazing results from a single post is incredible and unchartered. But there is still a lot of noise and with our tech, we are working to make sure we break through it and focus on performance. We are trying to stay at the forefront of this and have invested in our creative team to provide these options for our clients.

What other companies in the app space do you rate/ inspire you and why?

Companies that came in and changed their verticals and our way of life are the ones that inspire me the most. Companies like Uber, which change the way we travel, are a big inspiration. Uber has become synonymous with calling a cab. Zelle, which changed how people send each other money in real time, is another example. Apps that provide telemedicine and improve our lives on a daily basis inspire me, and I want to work with companies like those to help make the world a better place.

What do you like most about working in apps?

Being able to create opportunities to reach people in real time with relevant information that can help them in their everyday lives. Whether it’s coupons for restaurants you happen to walk past, apps that connect you with a doctor when you are searching for symptoms, or apps that connect you with others during pandemics, apps have the ability to transform lives and be more than just an app.

What one thing would you change about the app industry / market?

Apps’ ability to reach masses with a minimal budget. We are starting to see a change in influencer marketing where a great app doesn’t need to spend millions to reach millions of people. The ability to showcase your app and show its relevance to people will change the way apps are marketed. We need to give the power back to the people to decide what apps are the most popular, not just the companies with the biggest budgets.

Where do you think there’s an opportunity for apps / or unmet needs?

Definitely a more personalized experience. It is essential for the growth of the industry that apps know what you need and when you need it. If you check the market and 5 specific stocks every morning at 8am, there is no reason why an app can’t push you that information at 8am every day. We need to get smarter and think about how to create apps that enhance our current lives, and we are starting to see it, but everyone was so focused on the Metaverse that we lost track. I think that is the path app developers need to get back on.

If you weren’t working in apps what would you be doing?

I honestly can’t imagine doing anything else. I would be focused on marketing, just in a different vertical. If it had to be something completely different, I would probably be a doctor.

iOS or Android?

Android

What app(s) have been most useful to you over the last year?

Spotify (music keeps me sane!), Just Eat (a man has gotta eat!), and TikTok

What’s on your Spotify / Music party playlist?

Various podcasts and Israeli music

Any Netflix/ TV show recommendations?

14 Peaks and Eruption New Zealand

Is there anything else we should know about you?

I love off-roading in old Jeeps or on a dirt bike when I am not working.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Shai Karmi appeared first on Business of Apps.

]]> Pan Katsukis https://www.businessofapps.com/app-leaders/pan-katsukis/ Wed, 08 Mar 2023 11:05:09 +0000 https://www.businessofapps.com/?post_type=appleaders&p=85224 Pan Katsukis is a Berlin-based serial entrepreneur serving as CEO and co-founder of Remerge, a leading programmatic app marketing platform. Previously, he co-founded madvertise in 2008, the first European mobile ad network. In your own words, what’s your role in the app business right now? Creating growth solutions for app marketers in a changing privacy environment. For instance, Remerge is developing and commenting on the Android Privacy Sandbox framework so that effective marketing is doable in the future. How did you end up working in apps? / get started? I studied media computer science and did my diploma thesis on location-based advertising on mobile phones in 2008. In the same year, I co-founded madvertise, a European mobile ad network, and started working with app developers

The post Pan Katsukis appeared first on Business of Apps.

]]> Pan Katsukis is a Berlin-based serial entrepreneur serving as CEO and co-founder of Remerge, a leading programmatic app marketing platform. Previously, he co-founded madvertise in 2008, the first European mobile ad network.

In your own words, what’s your role in the app business right now?

Creating growth solutions for app marketers in a changing privacy environment. For instance, Remerge is developing and commenting on the Android Privacy Sandbox framework so that effective marketing is doable in the future.

How did you end up working in apps? / get started?

I studied media computer science and did my diploma thesis on location-based advertising on mobile phones in 2008. In the same year, I co-founded madvertise, a European mobile ad network, and started working with app developers to help them monetize and grow. We had a product called “KatAPPult”, which offered a guaranteed spot in the top 10 of the App Store rankings by boosting media spend (for a price of $5,000 back then).

What are you most excited about in apps right now? (tech, trends, people, verticals)

After the pandemic, my mom completely shifted to using her phone and apps to research everyday topics, consume media, communicate with people, and make purchases. I’m seeing more and more of this behavior and am excited to see the opportunities for so many app developers. The shift from offline to online and from online to mobile finally happened and it’s amazing.

What other companies in the app space do you rate/ inspire you and why?

We must be thankful to all mobile measurement partners like Appsflyer, Adjust, Singular, and Kochava, who have paved the way to make the app ecosystem as successful as it is today. Their position as independent judges, who have great tools for app developers, is incredibly valuable for every app marketing participant.

What do you like most about working in apps?

It’s a young, dynamic, scalable, and technically interesting field. And innovation is still constantly happening with new app ideas, features, etc. I also appreciate all the people that are part of this environment. It’s just exciting and a lot of fun.

What one thing would you change about the app industry / market?

The fact that Apple and Google own the app marketing environments is a high-risk situation. They can change policies as and when they like without consulting the industry players who made the app world a successful and valuable place. Similar to how the web works with W3C and its developing standards, significant changes within the app market should involve the public.

Where do you think there’s an opportunity for apps / or unmet needs?

I believe podcasts and audiobooks are still underutilized. Social concepts, participation, discovery, etc., are still missing. Clubhouse tried to tackle this area with a spike of interest and success, but it was unfortunately not sticky enough. But, it shows the potential.

If you weren’t working in apps what would you be doing?

My wife is working in life science and I would have probably founded a company with her in that area.

What app(s) have been most useful to you over the last year?

Stryd (I am a passionate runner), Feedly (I am a passionate reader), Magic the Gathering Arena (I am a passionate gamer)

Any Netflix/ TV show recommendations?

The Office, watched it 5 times, perfect to calm down after a crazy day

Is there anything else we should know about you?

The easiest way to contact me is via LinkedIn.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Pan Katsukis appeared first on Business of Apps.

]]> Gal Bar https://www.businessofapps.com/app-leaders/gal-bar/ Thu, 02 Mar 2023 11:08:45 +0000 https://www.businessofapps.com/?post_type=appleaders&p=85119 Gal has over 16 years of experience in online marketing. After graduating from the University of Haifa with a B.Sc. in Computer Science, he decided that building sophisticated marketing technologies is way more interesting than coding websites and apps, which led to the founding of yellowHEAD together with Shai Karmi. In your own words, what’s your role in the app business right now? My and yellowHEAD’s role is to help scale apps. The app space has become very crowded, and we need to try and find interesting businesses so we can help them scale quickly and efficiently. I think our unique combination of organic and paid and integration of AI technology into our processes give us a unique ability to help great app ideas break

The post Gal Bar appeared first on Business of Apps.

]]> Gal has over 16 years of experience in online marketing. After graduating from the University of Haifa with a B.Sc. in Computer Science, he decided that building sophisticated marketing technologies is way more interesting than coding websites and apps, which led to the founding of yellowHEAD together with Shai Karmi.

In your own words, what’s your role in the app business right now?

My and yellowHEAD’s role is to help scale apps. The app space has become very crowded, and we need to try and find interesting businesses so we can help them scale quickly and efficiently. I think our unique combination of organic and paid and integration of AI technology into our processes give us a unique ability to help great app ideas break through the noise in the app ecosystem.

How did you end up working in apps? / get started?

I started as a software engineer working on websites back in 2005, a few years before yellowHEAD was founded. I’ve always loved working with code and the Internet in general. When we started yellowHEAD in 2013, it was around the time apps and app stores were emerging. We were all part of the revolution really. We had the chance to see how each app platform worked and how each marketing platform, such as Facebook or Google, took a different approach.

We knew that the one that gambled on the success of the combination of apps and marketing was going to be the new market leader. At the time, yellowHEAD was the first one to really take on app marketing, and it was very natural for us. Zynga was the first client and after starting with them and having success, we started working on their entire portfolio of games. That is really what pushed me and the company to get started and scale quickly.

What are you most excited about in apps right now? (tech, trends, people, verticals)

There is a ton of apps out there now and with all the talk about the Metaverse, Web 3.0, etc., people are asking if this is the end of apps. There are way too many apps out there in all the verticals. Each is unique and many are great and helpful, but that also means that everyone has way too many apps. I think the trend is headed to super apps. These will be the apps that unify apps through aggregation. Imagine one app for all your work productivity or one app for dating that allows you to book a restaurant for a date, send flowers and chocolate, and provides a more personalized experience and date recommendations. That is where we are headed: super apps and a much more personalized app experience. This is super exciting to witness first-hand, but with one app owning all this data and the use of AI, a bit scary too.

What other companies in the app space do you rate/ inspire you and why?

TikTok is one company I really like. I quite enjoy the way they disrupt the social ecosystem. They took their idea in an extremely crowded vertical and not only did they break in, but they are constantly expanding outward. Their growth strategies and ability to become a giant in such a short time are almost unparalleled.

What do you like most about working in apps?

Data, data, data. I am a huge believer in data and when you have access to it, there is so much you can learn and do. From fixing apps to customization and monetization, data is the key to everything. And with everyone using apps for something, it really lets us gain insights into trends and user behaviors beyond the app as well.

What one thing would you change about the app industry / market?

We need to democratize the market for apps so it’s not just about who has the most money and can make their app #1 by flooding the marketing with money. We need to find a way to find the apps that can create real change and enhance people’s lives and make sure that those apps help lead the way, not just get buried because they don’t have the same budgets.

Where do you think there’s an opportunity for apps / or unmet needs?

Better coding is one big opportunity. But I think better attribution and a more personalized app experience will really change our relationships with apps. Better data means better real-time offers and perks, and this can help us in our everyday lives. AI will play a significant role in helping us fix this, but the need to make each app an experience for the user will be a great opportunity.

If you weren’t working in apps what would you be doing?

Either an NBA star or still trying to become an NBA star. And if the basketball career didn’t work out, I’d probably be involved in building tech for a basketball league, which would combine my 2 passions.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Waze, Apple Music, Slack

What’s on your Spotify / Music party playlist?

Share TikTok Hits with my son!

Any Netflix/ TV show recommendations?

Break Point and Formula 1

Is there anything else we should know about you?

I love what I do and the people I work with. Every client brings unique challenges and solving those is what gets me out of bed in the morning. I am always looking for ways to make myself and my team better so we can be the leaders in the app marketing space.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Gal Bar appeared first on Business of Apps.

]]> Alice Muir https://www.businessofapps.com/app-leaders/alice-muir/ Fri, 24 Feb 2023 11:38:37 +0000 https://www.businessofapps.com/?post_type=appleaders&p=84931 Alice is one of the Senior Growth Consultants on the Retention team at Phiture, a mobile growth consultancy that helps apps improve their retention, CRM, and monetisation strategies. Working at Phiture has helped Alice gain experience across a number of products and service verticals – from health and fitness to fintech, photography, and music. In your own words, what’s your role in the app business right now? I build strategies and frameworks for mobile subscription businesses. How did you end up working in apps? / get started? I started my career by launching a women’s electronic music magazine back in 2010, which was a gateway into the world of mobile marketing and digital publishing. The magazine had both a physical version as well as a

The post Alice Muir appeared first on Business of Apps.

]]> Alice is one of the Senior Growth Consultants on the Retention team at Phiture, a mobile growth consultancy that helps apps improve their retention, CRM, and monetisation strategies. Working at Phiture has helped Alice gain experience across a number of products and service verticals – from health and fitness to fintech, photography, and music.

In your own words, what’s your role in the app business right now?

I build strategies and frameworks for mobile subscription businesses.

How did you end up working in apps? / get started?

I started my career by launching a women’s electronic music magazine back in 2010, which was a gateway into the world of mobile marketing and digital publishing. The magazine had both a physical version as well as a digital companion.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The subscription space is a really interesting place to be working in at the moment. There’s a lot of relatively new subscription management tech popping up, and a lot of people are paying close attention to subscription strategies, advice, and consulting. I’m always learning or discovering something new and I love sharing what I’ve learned with the community.

What other companies in the app space do you rate/ inspire you and why?

Duolingo is an absolute beast when it comes to retention, gamification, and run streak examples. They also have an interesting hybrid monetization model, which combines an ad-based model, paid subscription, and in-app purchases.

What do you like most about working in apps?

I like the flexibility to be creative and technical at the same time. When working with in-app messages, for example, the sky is the limit in terms of what you can test and how creative you can be. You need to understand the technicalities of how in-app messages work, but you also have to be creative enough to be able to create a nice, intuitive user experience that successfully encourages the user to perform the desired outcome.

What one thing would you change about the app industry / market?

I don’t think I’d change anything about the industry! It’s a great industry to be in, with a lot of creativity and flexibility.

Where do you think there’s an opportunity for apps / or unmet needs?

There’s definitely an opportunity to develop more strategic frameworks for subscriptions. I see a lot of companies approach subscription with a lack of strategic direction. For example, not taking the time to onboard newly-subscribed users or not checking in with users enough during the duration of their subscription, particularly if it’s a yearly subscription.

If you weren’t working in apps what would you be doing?

Relaxing on a beach somewhere! 😀

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

MyFitnessPal, Spotify, FitX

Any Netflix/ TV show recommendations?

Derry Girls is arguably one of the funniest shows on Netflix right now!

Is there anything else we should know about you?

I was recently named “App Marketer of the Year” at the APS Growth Awards in November 2022. I’m really grateful for both the nomination and the award!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Alice Muir appeared first on Business of Apps.

]]> Levi Matkins https://www.businessofapps.com/app-leaders/levi-matkins/ Fri, 17 Feb 2023 11:21:44 +0000 https://www.businessofapps.com/?post_type=appleaders&p=84739 Levi is responsible for LifeStreet’s business and product strategy. He joined the company in 2013 and spearheaded the adoption of machine learning technology to power LifeStreet’s programmatic media buying. Levi brings 20 years of industry experience, previously serving as LifeStreet’s Vice President, Business Operations. Before joining LifeStreet, he worked across the industry for companies like Adknowledge, Wpromote, and Fox Interactive Media. Levi graduated from the University of Washington with a bachelor’s degree in business administration, and marketing. In your own words, what’s your role in the app business right now? Over the years, advertisers have gotten a lot savvier about programmatic, auction dynamics, and tracking where every dollar is spent. It’s these modern marketers that are no longer content with simply knowing that a campaign

The post Levi Matkins appeared first on Business of Apps.

]]> Levi is responsible for LifeStreet’s business and product strategy. He joined the company in 2013 and spearheaded the adoption of machine learning technology to power LifeStreet’s programmatic media buying. Levi brings 20 years of industry experience, previously serving as LifeStreet’s Vice President, Business Operations. Before joining LifeStreet, he worked across the industry for companies like Adknowledge, Wpromote, and Fox Interactive Media. Levi graduated from the University of Washington with a bachelor’s degree in business administration, and marketing.

In your own words, what’s your role in the app business right now?

Over the years, advertisers have gotten a lot savvier about programmatic, auction dynamics, and tracking where every dollar is spent. It’s these modern marketers that are no longer content with simply knowing that a campaign is performing well. They are demanding tools and solutions that provide direct access to their campaigns and to the entire media buying process so spend can be traced much more easily. It’s my job as CEO at LifeStreet to help app developers navigate the world of programmatic advertising and acquire ROI-positive users at scale.

How did you end up working in apps? / get started?

I was working in display and search advertising at MySpace when they launched their game platform. At the time, MySpace wanted to build a gaming platform that would rival Facebook’s, and developers like Playdom and Zynga were using MySpace as a user acquisition tool. These social game companies were launching their titles on MySpace, and compared to eCommerce advertisers, they were monetizing their ad-based games in new ways, aggressively looking to scale, and had insanely high conversion rates. This spurred a crazy pace of change and innovation for display advertising which was uninhibited by any strict regulation, not just at MySpace, but across the industry as a whole. It really was the Wild West – a time of rapid growth and transformation that pulled you in.

What are you most excited about in apps right now? (tech, trends, people, verticals)

It’s really exciting to see how companies like OpenAI and others are making it possible for anyone to incorporate machine learning and artificial intelligence in their apps. There have been some really cool advances with AI apps – using text prompts to create everything from pictures of people that don’t exist, to new art, very comprehensible text, the list goes on. In the future, AI will subtly become a bigger part of our lives and shape our behaviors in unimaginable ways.

Specifically, in gaming, the cost of creatives is about to drop precipitously as generative AI replaces or augments the asset creation pipeline. Music, characters, objects, dialogue – all of it – will be generated using these tools, and the result will be games that are more unique, and ultimately more responsive and adaptive to the player. Because this technology is cost-effective for anyone who wants to use it, indie studios will be able to develop high-quality content that previously required huge amounts of time and money, allowing them to compete with larger studios.

What other companies in the app space do you rate/ inspire you and why?

I really admire mission-driven apps that are able to improve our lives and overall well-being while entertaining us. A couple of companies that come to mind are Headspace and Duolingo.

What do you like most about working in apps?

I am really encouraged by how the entire mobile app ecosystem collaborates and supports one another. 18 months after the depreciation of the IDFA, there are still a lot of variables and unknown implications with SKAN. I continue to see innovation and teamwork even between companies that are competitors. The overall culture is one of collaboration. It’s no coincidence that I’ve met a lot of good friends working in the app space.

What one thing would you change about the app industry / market?

There can be a tendency for companies to focus on developing solutions that drive short-term profits at the expense of alienating their users and risking long-term gains. For example, focusing resources on creating intrusive ads rather than finding a better balance between a profitable business and driving meaningful engagements. Sometimes the industry loses sight of what’s good for the end user and ​​prioritizes its own business needs.

Where do you think there’s an opportunity for apps / or unmet needs?

This question is related to the previous, as change creates new opportunities. As an industry, we still have an opportunity to take a more user-centric approach when it comes to in-app advertising. There are a lot of players in the mobile ecosystem that are building solutions to help game developers drive profit from ad spend but inadvertently overlook how that solution or strategy impacts the user experience. Additionally, different platforms have different ad policies, not to mention the ways in which advertisers are able to evade an ad platform’s behavioral policies. All of this contributes to an inconsistent and potentially negative ad experience for the user.

If you weren’t working in apps what would you be doing?

I would definitely still be working in tech. When I joined the job market, ad tech was just starting to mature. It had been just about a decade since the first online display ad (a banner ad) was recorded and what ensued was the growth of a highly lucrative industry. There were so many opportunities in digital advertising and exciting new problems to solve using emerging technologies. In a way, I have grown professionally along with the industry. If RTB hadn’t come along, nor ML applications for it, then I would have gotten bored a long time ago.

iOS or Android?

Android

What app(s) have been most useful to you over the last year?

YouTube for learning

What’s on your Spotify / Music party playlist?

House music

Any Netflix/ TV show recommendations?

The Great on Hulu, “an occasionally true story.”

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Levi Matkins appeared first on Business of Apps.

]]> Thomas Petit https://www.businessofapps.com/app-leaders/thomas-petit/ Wed, 08 Feb 2023 11:18:22 +0000 https://www.businessofapps.com/?post_type=appleaders&p=84413 Thomas is an independent growth advisor for consumer mobile apps. He is also an app marketing content curator at @thomasbcn and madv.io and was awarded the 2022 App Growth Award for Outstanding Contribution to the App Community. In your own words, what’s your role in the app business right now? I help small and medium non-gaming apps grow their business at the intersection of marketing, product, and data. How did you end up working in apps? / get started? I’ve been curious about app businesses soon after the launch of the App Store a decade ago. Around that time, I started trying out and experimenting with apps, and one day, the founder of a subscription app trusted me to handle acquisition for them. What are

The post Thomas Petit appeared first on Business of Apps.

]]> Thomas is an independent growth advisor for consumer mobile apps. He is also an app marketing content curator at @thomasbcn and madv.io and was awarded the 2022 App Growth Award for Outstanding Contribution to the App Community.

In your own words, what’s your role in the app business right now?

I help small and medium non-gaming apps grow their business at the intersection of marketing, product, and data.

How did you end up working in apps? / get started?

I’ve been curious about app businesses soon after the launch of the App Store a decade ago. Around that time, I started trying out and experimenting with apps, and one day, the founder of a subscription app trusted me to handle acquisition for them.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am most excited about the constant change we face and the need to invent a playbook that hasn’t been written yet. One specific topic that interests me a lot lately is hybrid monetization models in non-gaming apps, e.g. subscription + in-app purchases + eCommerce.

What other companies in the app space do you rate/ inspire you and why?

Palta, Phiture, Duolingo and others – mostly for their capacity to quickly iterate and create new growth models.

What do you like most about working in apps?

Having to constantly learn along the way, working with peers and how easy it is to approach them.

What one thing would you change about the app industry / market?

The communication between the 2 operating systems and developers is quite poor right now, so I’d look to improve that first before going further.

Where do you think there’s an opportunity for apps / or unmet needs?

Improving the intersection/collaboration of web/browsing vs apps for companies operating on both.

If you weren’t working in apps what would you be doing?

I’d love to be a chef, not clear if I have the skills or the drive to do such a hard job. Alternatively, a gardener.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Slack, Strava, Twitter, Maps.me

What’s on your Spotify / Music party playlist?

Berlin soft electro DJs (mostly from SoundCloud)

Any Netflix/ TV show recommendations?

Silicon Valley

Is there anything else we should know about you?

I am a craft beer and Mediterranean food fanatic.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Thomas Petit appeared first on Business of Apps.

]]> Luca Stefanutti https://www.businessofapps.com/app-leaders/luca-stefanutti/ Thu, 02 Feb 2023 11:04:55 +0000 https://www.businessofapps.com/?post_type=appleaders&p=84291 Luca is currently the Director of Growth at adidas Runtastic. With 10+ years of experience in the digital space and 5+ years of leadership in constantly evolving teams, his strengths lie in product marketing, user acquisition, ASO, marketing tech stack, and data analysis. Many define Luca as an adaptable and positive leader; indeed, these are strengths he has developed during his career because of his strong multicultural background and of having lived and worked across 4 continents and in 6 different countries. In your own words, what’s your role in the app business right now? Fostering growth opportunities by inspiring and empowering data-driven professionals to leverage their best skills. How did you end up working in apps? / get started? I started my career in

The post Luca Stefanutti appeared first on Business of Apps.

]]> Luca is currently the Director of Growth at adidas Runtastic. With 10+ years of experience in the digital space and 5+ years of leadership in constantly evolving teams, his strengths lie in product marketing, user acquisition, ASO, marketing tech stack, and data analysis. Many define Luca as an adaptable and positive leader; indeed, these are strengths he has developed during his career because of his strong multicultural background and of having lived and worked across 4 continents and in 6 different countries.

In your own words, what’s your role in the app business right now?

Fostering growth opportunities by inspiring and empowering data-driven professionals to leverage their best skills.

How did you end up working in apps? / get started?

I started my career in a start-up that was developing an app and I have never turned back.

What are you most excited about in apps right now? (tech, trends, people, verticals)

There are two aspects that I am really excited about: artificial intelligence and how it will affect all the (un)certainties we have faced so far and the amazingly smart people I have the opportunity to work and collaborate with.

What other companies in the app space do you rate/ inspire you and why?

I am particularly interested in companies that leverage data to enable personalization, and, in that regard, the big players (TikTok, Instagram, etc.) are quite inspiring. At the same time, smaller players are the ones you can learn the most from, think Miro, Duolingo, and Calm to name just a few.

What do you like most about working in apps?

The pace at which everything changes. It is incredible how much we can learn in a working year.

What one thing would you change about the app industry / market?

I think we need more transparency around privacy changes. Users should be told exactly why these are changing, but not just superficially as is the case right now.

Where do you think there’s an opportunity for apps / or unmet needs?

Definitely in the scope of applying AI in SEO or ASO. Playing according to the rules of algorithms will be a disruption for first adopters.

If you weren’t working in apps what would you be doing?

I would most probably have ended up working in the wine industry. Indeed, this is a family passion.

iOS or Android?

Android

What app(s) have been most useful to you over the last year?

Professionally, LinkedIn. Privately, adidas Running.

What’s on your Spotify / Music party playlist?

Bon Jovi!

Any Netflix/ TV show recommendations?

“Dark” – it’s truly mind-blowing.

Is there anything else we should know about you?

I am very much into sports. I have competed in a few marathons, I also regularly run half-marathons, and am now getting into triathlons. I also occasionally play the piano and have a photographic website!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Luca Stefanutti appeared first on Business of Apps.

]]> Jeff Aksengor https://www.businessofapps.com/app-leaders/jeff-aksengor/ Fri, 27 Jan 2023 10:42:50 +0000 https://www.businessofapps.com/?post_type=appleaders&p=84164 Over the past 8 years, Jeff has enjoyed scaling global growth marketing strategies at some of the fastest-growing European app-first businesses. Jeff is creative and data-driven and focuses on building talented and efficient growth marketing teams, ultimately ensuring key outcomes. He is currently working in the app entertainment category. In your own words, what’s your role in the app business right now? I currently work in global user acquisition strategy, marketing operation and data. How did you end up working in apps? / get started? Back in 2014, I worked at a SaaS agency and app businesses started to pop up in Europe. At the time, I also had a couple of app clients, which triggered my interest in the app industry. What are you

The post Jeff Aksengor appeared first on Business of Apps.

]]> Over the past 8 years, Jeff has enjoyed scaling global growth marketing strategies at some of the fastest-growing European app-first businesses. Jeff is creative and data-driven and focuses on building talented and efficient growth marketing teams, ultimately ensuring key outcomes. He is currently working in the app entertainment category.

In your own words, what’s your role in the app business right now?

I currently work in global user acquisition strategy, marketing operation and data.

How did you end up working in apps? / get started?

Back in 2014, I worked at a SaaS agency and app businesses started to pop up in Europe. At the time, I also had a couple of app clients, which triggered my interest in the app industry.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Definitely the progressive development within the AI and super-app space. I’m sure we will see exponential development within these areas in the near future, which I’m very excited about.

What other companies in the app space do you rate/ inspire you and why?

I’m a bit biased here since I was part of building the early-stage growth operation at Too Good To Go. I’m also inspired by app businesses that create positive environmental or physical/mental impact.

What do you like most about working in apps?

I like that it’s a “world within a world”, which certainly adds additional technical and strategical requirements for both developers and marketers to navigate – compared to web-first businesses at least.

What one thing would you change about the app industry / market?

I think there should be more governmental/educational focus towards user privacy. It should be common knowledge that established apps go through a massive approval process in App Store/Google Play. If users are better informed, I believe they will be more willing to share their personal data, ultimately helping developers build better experiences and marketers secure more relevant touch-points.

Where do you think there’s an opportunity for apps / or unmet needs?

It’s difficult to find a non-digitised business area, but there’s still a massive opportunity for apps within the sustainability space, e.g. green mobility. Growing these categories naturally builds awareness, which is essential to make a global impact. I hope to see (and contribute to) more innovation within this space.

If you weren’t working in apps what would you be doing?

I’d be working within the entertainment or sustainability space.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Mental health apps

What’s on your Spotify / Music party playlist?

Melodic House

Any Netflix/ TV show recommendations?

Your Honor (HBO MAX)

Is there anything else we should know about you?

Fun fact: In 2012, I won a breakdancing world championship.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Jeff Aksengor appeared first on Business of Apps.

]]> Jean-François Grang https://www.businessofapps.com/app-leaders/jean-francois-grang/ Thu, 19 Jan 2023 10:51:39 +0000 https://www.businessofapps.com/?post_type=appleaders&p=83996 Jean-François, or Jeff for short, is a passionate engineer and was among the first 500 developers on iOS and has never stopped building apps ever since. He started his career by creating an app agency and has since developed 50+ apps, including Molotov TV (acquired by Fubo), Swile, Virtuo, Eatwith, and PSG. Seven of these apps were awarded the App Of The Year award. During that journey, Jeff felt that he was struggling too much with making in-app subscriptions perform. This is how they had the idea of Purchasely with Nicolas Tissier and Romain Salles. Today, with several hundred customers worldwide and many more apps fueled by Purchasely, he has the chance to help companies in a much more impactful and global way shaping the

The post Jean-François Grang appeared first on Business of Apps.

]]> Jean-François, or Jeff for short, is a passionate engineer and was among the first 500 developers on iOS and has never stopped building apps ever since. He started his career by creating an app agency and has since developed 50+ apps, including Molotov TV (acquired by Fubo), Swile, Virtuo, Eatwith, and PSG. Seven of these apps were awarded the App Of The Year award.

During that journey, Jeff felt that he was struggling too much with making in-app subscriptions perform. This is how they had the idea of Purchasely with Nicolas Tissier and Romain Salles.

Today, with several hundred customers worldwide and many more apps fueled by Purchasely, he has the chance to help companies in a much more impactful and global way shaping the product that makes them skyrocket their revenues.

In your own words, what’s your role in the app business right now?

I see subscriptions as the most sustainable way to grow a business. I see our product as a keystone for every subscription app as much as CRMs or attribution tools are today. My goal is to remove every friction that growing subscription app developers may encounter. As in every emerging market, the learning curve is important and I want to share what I’ve learned from the app editors we’ve helped. I am happy to make everyone learn from our Subscription League podcast, in our blog, and during conferences.

How did you end up working in apps? / get started?

I was a developer and my first job as a consultant took me away from developing. I started building apps for PalmOS and when the iPhone came out I quickly tried to build apps for it. But it took Apple a few months to figure out that people wanted third-party apps and announce the App Store. They shortlisted 500 developers to fuel their App Store with the first 500 apps and I was one of these 500 beta testers. I released my first app 11 days after the App Store opened back in 2008.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The app market is so big and global that it is possible to address new businesses that weren’t targeted before. FemTech and FamilyTech are two recent examples. I am so amazed by how these markets skyrocketed thanks to apps like Flo Health. FamilyTech is also expanding as mobile OS keeps evolving. Latest example with FamilyControls from Apple which unlocked Parental Control apps. The mobile app industry is a never-ending surprise, it is never done, and new champions are made every day.

What other companies in the app space do you rate/ inspire you and why?

Netflix is really inspiring as a creative and yet very technical company. Their TechBlog is amazing and shows how they solve complex problems at scale. You can see the attention to detail and the crazy ideas they love teasing.

What do you like most about working in apps?

The mobile apps industry combines two things which make it so amazing:

  • A never-ending and constantly-evolving technology opening new opportunities every day
  • A huge equipment rate allowing everyone to go global very quickly

This is both the perfect idea incubator and a great business-building ecosystem.

What one thing would you change about the app industry / market?

Sustainability. I believe we can do much better.

When you expect your app to be downloaded on millions of devices, thinking about storage, network usage, disk space, and energy used becomes a huge priority. For instance, the ecological impact of a 300Mb Facebook updated every week on hundreds of millions of devices is huge.

Where do you think there’s an opportunity for apps / or unmet needs?

Every minority is underserved and/or could be served better.

If you weren’t working in apps what would you be doing?

I would probably be working in the health industry.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Notion, Slack, RainToday, Share(d), Trainline, Reddit

What’s on your Spotify / Music party playlist?

Macklemore, Lomepal, Orelsan, and some classic rock music too.

Any Netflix/ TV show recommendations?

For All Mankind, Severance, Mandalorian, and the very French La Flamme

Is there anything else we should know about you?

I am a huge sports fan. I used to practise handball and co-own a professional team in France’s 2nd division: Nancy Handball.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Jean-François Grang appeared first on Business of Apps.

]]> Andy Carvell https://www.businessofapps.com/app-leaders/andy-carvell/ Wed, 11 Jan 2023 12:10:52 +0000 https://www.businessofapps.com/?post_type=appleaders&p=83730 Andy has over 20 years of experience in the mobile industry. His company, Phiture, is a 150-person Berlin- and NYC-based mobile growth consultancy co-founded in 2016 with Moritz Daan. Phiture consults clients around the globe on mobile growth topics, helping them to grow their B2C mobile apps. Prior to Phiture, Andy led the user retention team at SoundCloud in Berlin. Andy published the Mobile Growth Stack, widely adopted as an essential framework for marketers, which he continues to develop. Andy started out as a developer at Nokia where he helped develop the classic arcade shooter ‘Space Impact’, one of the first mobile games in the industry. In your own words, what’s your role in the app business right now? For the past 6 years, I’ve

The post Andy Carvell appeared first on Business of Apps.

]]> Andy has over 20 years of experience in the mobile industry. His company, Phiture, is a 150-person Berlin- and NYC-based mobile growth consultancy co-founded in 2016 with Moritz Daan. Phiture consults clients around the globe on mobile growth topics, helping them to grow their B2C mobile apps. Prior to Phiture, Andy led the user retention team at SoundCloud in Berlin. Andy published the Mobile Growth Stack, widely adopted as an essential framework for marketers, which he continues to develop. Andy started out as a developer at Nokia where he helped develop the classic arcade shooter ‘Space Impact’, one of the first mobile games in the industry.

In your own words, what’s your role in the app business right now?

For the past 6 years, I’ve been building and growing Phiture, a mobile-first growth consultancy/agency, together with my co-founder and our amazing leadership team. We help global brands including HBOMax, Adobe and LEGO to succeed and grow on mobile. Unlike many other agencies, we can support brands with initiatives across the funnel, from organic and paid acquisition through activation, engagement, retention, monetization and re-activation of users, along with supporting analytics, design and engineering resources.

How did you end up working in apps? / get started?

I started my career as a games programmer. After developing handheld and console games in my university days, I was hired by Nokia to develop games for their new mobile handsets. This was back in 1999. My first game was Space Impact, which launched on the Nokia 3310. I stayed in the mobile industry building and publishing games and apps for the next 23 years and I’m just as excited about the future of mobile as I was back then.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m actually pretty excited about how the industry will adapt to lower-resolution attribution for user acquisition (i.e. SKAdNetwork and Android Privacy Sandbox) and also how apps will harness the exponentially increasing powers of AI to provide new and enhanced experiences.

What other companies in the app space do you rate/ inspire you and why?

I love Komoot (disclaimer: they’re also a Phiture client!) because the app always provides me with excellent bike touring routes.

I’m impressed with INCRMNTL and what they are doing to tackle the user acquisition measurement challenge from a different angle than the traditional MMPs.

I’m also impressed with RevenueCat, Purhcasely and Superwall, who have great platforms to help apps make more money from subscriptions, which is by far the dominant business model these days.

What do you like most about working in apps?

I enjoy the fast pace of technological change. Nothing stays still in mobile for very long: new devices are being released all the time with sci-fi functionality and ever-increasing computing capacity that creates opportunities for new apps and features. At the same time, the app stores, ad networks, and tools ecosystem are all very dynamic, not to mention the regulatory environment. It’s a space where everyone is constantly learning and adapting.

What one thing would you change about the app industry / market?

It’s often pretty hard (though clearly not impossible) for new apps to get visibility (and hence downloads) without spending a lot to acquire users. This, in turn, tends to favor teams that raise VC money to drive this acquisition; it’s far from a level playing field. I’m not sure what the solution is, but more help for indy apps to gain initial exposure in the stores would help more great apps reach the mass market.

Where do you think there’s an opportunity for apps / or unmet needs?

I think hybrid monetization models are under-exploited… I can only think of a handful of apps that are monetizing through, for example, subscriptions, IAPs, and adverts, which means many apps are leaving money on the table.

In terms of consumer needs, I’d like to see a truly next-level AI assistant that feels more like working with a real person and can parse and execute requests better than the existing OS-based offerings.

Also, an app that helps you talk to your pets… hopefully soon AI will be able to read their body language / facial expressions and understand the noises they make?! That would be a cool app!

If you weren’t working in apps what would you be doing?

Running an animal shelter, writing sci-fi novels, or learning to sail (in the Caribbean, ideally)

iOS or Android?

Both!

What app(s) have been most useful to you over the last year?

Komoot, KatpnCook, SoundCloud, Google Calendar

What’s on your Spotify / Music party playlist?

UFO Landing Techno from a DJ/producer called MSDMNR

Any Netflix/ TV show recommendations?

Severance (AppleTV+)

Is there anything else we should know about you?

I’m a big fan of tapirs and have been known to travel long distances to zoos to visit newborn tapirs before they lose their stripes.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Andy Carvell appeared first on Business of Apps.

]]> Ravit Ross https://www.businessofapps.com/app-leaders/ravit-ross/ Thu, 15 Dec 2022 10:53:01 +0000 https://www.businessofapps.com/?post_type=appleaders&p=83291 Ravit has been in the AdTech industry for the last 9 years. She manages the global sales and account management team at Start.io and is responsible for the business growth of the company. In your own words, what’s your role in the app business right now? Providing value to the app developers who are directly integrated into our stack and helping advertisers find their audience within those apps. It’s all about identifying the right fit between demand and supply. How did you end up working in apps? / get started? A friend from school started working for a small ad-tech startup that was recruiting; I applied, and, as they say, the rest is history. I started as a jack of all trades, doing everything from

The post Ravit Ross appeared first on Business of Apps.

]]> Ravit has been in the AdTech industry for the last 9 years. She manages the global sales and account management team at Start.io and is responsible for the business growth of the company.

In your own words, what’s your role in the app business right now?

Providing value to the app developers who are directly integrated into our stack and helping advertisers find their audience within those apps. It’s all about identifying the right fit between demand and supply.

How did you end up working in apps? / get started?

A friend from school started working for a small ad-tech startup that was recruiting; I applied, and, as they say, the rest is history. I started as a jack of all trades, doing everything from AdOps, account management, sales, and QA for our work-in-progress platform.

What are you most excited about in apps right now? (tech, trends, people, verticals)

As it may seem daunting to others, I’m excited about the age of privacy. Advertising budgets aren’t going anywhere, and in-app spending is projected to increase YoY. It’s all about unlocking targeting that respects user privacy.

What other companies in the app space do you rate/ inspire you and why?

I think that Disney+ has a very sharp experience in video streaming. Spotify has been a continuous leader in in-app experiences. Slack, Audible, LinkedIn, Instagram, and Kindle are probably five of my most used apps.

What do you like most about working in apps?

How fast-paced the industry is; I like to say that there’s an evolution every 4 years or so, you have to stay on top of things and never get too comfortable.

What one thing would you change about the app industry / market?

The industry remains fragmented, even with recent mergers and acquisitions. The industry could pull a lot of weight against the upcoming changes if we aligned accordingly.

Where do you think there’s an opportunity for apps / or unmet needs?

We constantly need to be thinking about how to improve the user journey; the better the experience, the more time users will remain in the app, excluding social.

If you weren’t working in apps what would you be doing?

I would still be in the tech industry.

Is there anything else we should know about you?

I have a degree in linguistics.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ravit Ross appeared first on Business of Apps.

]]> Christinne Cuyugan https://www.businessofapps.com/app-leaders/christinne-cuyugan/ Thu, 24 Nov 2022 14:54:05 +0000 https://www.businessofapps.com/?post_type=appleaders&p=82647 Originally from the Philippines, Christinne has spent the last 10 years traveling all over the world. She has gained expertise in growing mobile apps in different industries, ranging from health & fitness, language learning, music, learning, and travel. In your own words, what’s your role in the app business right now? Unifying product and marketing to create a sustainable growth strategy. How did you end up working in apps? / get started? My Masters thesis was about mobile app advertising and that got me interested to go deeper! What are you most excited about in apps right now? (tech, trends, people, verticals) Personally excited to see where smart glasses take us – if they would be used in future product acquisition/retention. What other companies in

The post Christinne Cuyugan appeared first on Business of Apps.

]]> Originally from the Philippines, Christinne has spent the last 10 years traveling all over the world. She has gained expertise in growing mobile apps in different industries, ranging from health & fitness, language learning, music, learning, and travel.

In your own words, what’s your role in the app business right now?

Unifying product and marketing to create a sustainable growth strategy.

How did you end up working in apps? / get started?

My Masters thesis was about mobile app advertising and that got me interested to go deeper!

What are you most excited about in apps right now? (tech, trends, people, verticals)

Personally excited to see where smart glasses take us – if they would be used in future product acquisition/retention.

What other companies in the app space do you rate/ inspire you and why?

Any habit forming apps such as language learning apps, health & fitness apps, etc. It’s hard to train someone to develop healthy habits so apps that can do that effectively, I definitely admire.

What do you like most about working in apps?

The changes, the improvements, the developments.

Where do you think there’s an opportunity for apps / or unmet needs?

The opportunity in my opinion is when companies realise there’s not a single path to growth, and that areas (what a lot of other people would tell you the funnel) should not be looked as silos. You need to have the full picture. It does not go from awareness to acquisition to retention. It can go back and forth, and it’s up you, to transform your leaky buckets into solid and impermeable.

If you weren’t working in apps what would you be doing?

Medicine, actually. Funny enough I studied to become a doctor.

iOS or Android?

iOS

Is there anything else we should know about you?

I’ve been to 59 countries 🙂

The post Christinne Cuyugan appeared first on Business of Apps.

]]> Simon Thillay https://www.businessofapps.com/app-leaders/simon-thillay/ Wed, 16 Nov 2022 10:30:57 +0000 https://www.businessofapps.com/?post_type=appleaders&p=82446 Simon is Head of ASO at AppTweak. He leads an international team of ASO experts, providing analysis and insights on advanced ASO for top apps across a variety of categories and multiple countries. Simon contributes to advancing ASO knowledge with practical research and frameworks such as A/B testing or Brand Defense Cost Modeling in Apple Search Ads. A seasoned speaker at mobile growth conferences, he is also a co-author of The Advanced ASO Book – 2022 and hosts many online webinars. In your own words, what’s your role in the app business right now? I advise top apps and games on potential ways to grow by leveraging ASO and identifying tactics that fit their specific strategy. Additionally, I try to connect the dots and come

The post Simon Thillay appeared first on Business of Apps.

]]> Simon is Head of ASO at AppTweak. He leads an international team of ASO experts, providing analysis and insights on advanced ASO for top apps across a variety of categories and multiple countries. Simon contributes to advancing ASO knowledge with practical research and frameworks such as A/B testing or Brand Defense Cost Modeling in Apple Search Ads. A seasoned speaker at mobile growth conferences, he is also a co-author of The Advanced ASO Book – 2022 and hosts many online webinars.

In your own words, what’s your role in the app business right now?

I advise top apps and games on potential ways to grow by leveraging ASO and identifying tactics that fit their specific strategy. Additionally, I try to connect the dots and come up with new ways to understand app store acquisition and share my findings with the industry.

How did you end up working in apps? / get started?

Being interested in media and entertainment, I got to the world of apps quite naturally – first via a long internship at a mobile game publishing start-up and then by joining the user acquisition team at music streaming service Deezer, where I ended up dabbling with ASO, SEO, and attribution tools.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Despite the constant look for more automation by most platforms, I feel app marketing is getting better connected with the challenges of understanding user motivations and more. I love to connect the dots and as a result, I find it extremely gratifying to match data and human behaviours when looking to promote the benefits of apps.

What other companies in the app space do you rate/ inspire you and why?

As an ASO practitioner, I do have the occasional nightmare when I glance at Facebook and Instagram’s listings in app stores as they remind me of how some big app companies still fail to recognize that ASO is about more than just keywords and can actually be used for any growth strategy.

What do you like most about working in apps?

Definitely, the speed at which things change. There’s always something new to explore, and such diversity in the apps I work with that even when asked the same question, I’m almost guaranteed to find a different solution to the problem.

What one thing would you change about the app industry / market?

I wish less emphasis was put on top charts in the App Store and Play Store. While they do indicate success to a certain extent, too many marketers make them a KPI, when they are more of a vanity metric in my opinion.

Where do you think there’s an opportunity for apps / or unmet needs?

I’d say app recommendation is an area with potential, in my opinion. Many people go to the App Store or Play Store already knowing what they’re looking to download, so while stores do deliver user recommendations themselves, I think more can be done around organic app recommendations.

If you weren’t working in apps what would you be doing?

I like to imagine I would be working in some sort of creative role. I love storytelling as an art, so maybe a writer or something similar.

What app(s) have been most useful to you over the last year?

Deezer and Komoot

Any Netflix/ TV show recommendations?

Brooklyn Nine-Nine will always be one of my favourites.

Is there anything else we should know about you?

I love most sports but have a real problem loving football. I’m sorry for that, but 90 minutes and such a long field make it very hard for me to find it interesting to watch. Fortunately, I have nothing against playing football though. 😃

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Simon Thillay appeared first on Business of Apps.

]]> Luca Mastrorocco https://www.businessofapps.com/app-leaders/luca-mastrorocco/ Thu, 03 Nov 2022 10:15:34 +0000 https://www.businessofapps.com/?post_type=appleaders&p=81989 Originally from Italy, Luca has been living around the world for the past 20 years. After a failed attempt at making a living by DJ-ing and producing music in Japan, he turned to marketing. Luca has been working in the mobile app industry since 2011 and has been in several leading business development and growth roles for AdTech vendors in Berlin. In 2020, he co-founded REPLUG, a leading international app marketing agency. At REPLUG, he takes care of business development and growth consulting projects. In your own words, what’s your role in the app business right now? We want to cut through the bull$hit in this industry (yes, there’s quite a bit) and bring value and actionable insights to our partners and the ecosystem overall.

The post Luca Mastrorocco appeared first on Business of Apps.

]]> Originally from Italy, Luca has been living around the world for the past 20 years. After a failed attempt at making a living by DJ-ing and producing music in Japan, he turned to marketing. Luca has been working in the mobile app industry since 2011 and has been in several leading business development and growth roles for AdTech vendors in Berlin. In 2020, he co-founded REPLUG, a leading international app marketing agency. At REPLUG, he takes care of business development and growth consulting projects.

In your own words, what’s your role in the app business right now?

We want to cut through the bull$hit in this industry (yes, there’s quite a bit) and bring value and actionable insights to our partners and the ecosystem overall. We launched our mobile app marketing agency with the key objective of being fully transparent. This simple, yet important value is our daily mantra. Transparency translates into full visibility in learnings and brutally honest feedback to move forward as quickly as possible. The mobile app industry is complex and evolves very fast, we help brands understand how to navigate these complicated waters.

How did you end up working in apps? / get started?

After giving up on my dream of becoming a DJ, I discovered marketing at the university. I loved traditional marketing and creative thinking. However, I hated (and still do) Excel, so I had to find a compromise. I found a job in Germany, while I was still in Australia, in this startup called SponsorPay (today Fyber), and got immediately fascinated by the digital advertising industry. It was 2011, I was asked to expand their business of in-game advertising to the Italian market, where the majority of people were still talking about email and affiliate marketing. It was an interesting start that got me hooked on this “crazy” industry.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The mobile marketing industry is always changing and that’s exciting. Every couple of years there’s something new and as an industry, we collectively share learnings and findings to keep going forward. Today, I am most excited about the shift toward privacy and the challenge that comes with ads personalization. It’s impressive to see how some companies are creating a massive conglomerate of technologies and solutions to “lock” users in and maximize their experience (as well as their own revenue).

What other companies in the app space do you rate/ inspire you and why?

Our competitors inspire us on a daily basis to become better. We learn and take inspiration from them. Some guide us indirectly through doubts that we might have. Others inspire us to do a better job than them, especially when we land one of their ex-clients. This industry is very competitive, but at the same time collaborative.

What do you like most about working in apps?

I love the fact that it’s never boring. There’s always something new and things change extremely fast. As a person, I need to be challenged constantly to feel accomplished. In this industry, we consistently have to learn new things and improve on experiences, which is exciting.

What one thing would you change about the app industry / market?

Having spent a few years on the “dark side” of AdTech, I’d love to see a general improvement in how this industry works. It’s 2022, and it still amazes me how there are marketing managers out there who either close an eye on shady practices to reach their CPx target or ignore how some players get them the results they want. Let’s stop feeding the Ad Fraud beast!

Where do you think there’s an opportunity for apps / or unmet needs?

If we talk about business opportunities, for apps the opportunity is in delivering a superior experience to users. Too often app developers take it for granted that users will stick around, but today there are a gazillion of apps for everything, and loyalty doesn’t really exist any more. On the marketing side of things, I see a great opportunity in creative design and overall communication. Today, we still see many brands struggling to create performance-driven ads. Messages are cluttered with information or simply unclear. That’s why at REPLUG we are investing heavily in providing top-notch creative design support because we believe ads can be both performance-focused and beautiful.

If you weren’t working in apps what would you be doing?

Most likely I would have pursued my second-biggest passion and become a scuba diving instructor.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Without a doubt, Audible. It allows me to listen to books while going around. This year, I have already listened to 8 books (and counting), and with my current lifestyle, I would have not been able to sit and read so much.

What’s on your Spotify / Music party playlist?

It depends on the mood. Techno to concentrate. 70s and 80s dance music to work. Random Spotify collections for the weekend breakfast.

Any Netflix/ TV show recommendations?

Recently, I have been hooked on “This is Us” on Prime Video. Other favourites include: “Utopia”, “7 feet under”, “Breaking Bad”, “Dexter”.

Is there anything else we should know about you?

I speak Japanese more fluently than German, even though I only lived in Japan for 4 years while I have been living in Germany for 11 now (and counting).

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Luca Mastrorocco appeared first on Business of Apps.

]]> Jennie Lewis https://www.businessofapps.com/app-leaders/jennie-lewis/ Wed, 19 Oct 2022 09:50:43 +0000 https://www.businessofapps.com/?post_type=appleaders&p=81524 Jennie leads the Customer Insights function at Airship, helping brands understand the economic impact and quantitative results of their mobile app strategies. She is passionate about using her Design Thinking & CX Innovation training to guide research projects for customers. Her previous role at Airship was leading the Strategic Services team in the delivery of strategy sessions as well as reporting, analytics, and campaign-managed services. Prior to joining Airship, she led the Solutions Architecture and Strategic Alliances division at CrowdTwist (acquired by Oracle). At CrowdTwist, she managed 150 partner relationships and built a team who designed the technical architecture design of omni-channel loyalty programs. She started her career in martech at Epsilon where she held various positions, ranging from Campaign Specialist to Director of Customer

The post Jennie Lewis appeared first on Business of Apps.

]]> Jennie leads the Customer Insights function at Airship, helping brands understand the economic impact and quantitative results of their mobile app strategies. She is passionate about using her Design Thinking & CX Innovation training to guide research projects for customers. Her previous role at Airship was leading the Strategic Services team in the delivery of strategy sessions as well as reporting, analytics, and campaign-managed services.

Prior to joining Airship, she led the Solutions Architecture and Strategic Alliances division at CrowdTwist (acquired by Oracle). At CrowdTwist, she managed 150 partner relationships and built a team who designed the technical architecture design of omni-channel loyalty programs. She started her career in martech at Epsilon where she held various positions, ranging from Campaign Specialist to Director of Customer Onboarding.

Outside of work, she is a mom + fur mom of 4 and an active Rotary member with a focus on environmental sustainability projects.

In your own words, what’s your role in the app business right now?

I’m building a new, quantitative way for brands to measure the economic impact of mobile apps.How did you end up working in apps?

How did you end up working in apps? / get started?

I like to say I “grew up” in email since my first job in tech was writing Perl code for dynamic email campaigns at Epsilon. I landed at Airship after many years in the email and loyalty martech space. Airship’s amazing mobile app experience and product- and customer-first focus drew me in (and keeps me here).

What are you most excited about in apps right now? (tech, trends, people, verticals)

The industry focus seems to be trending towards customer experience, and we have the technology available in mobile apps to support the vision.

What other companies in the app space do you rate/ inspire you and why?

I’m a huge fan of Apptopia’s data and insights. They’re helping turn the conversation to quantitative metrics, which is where I want us to grow as an industry.

What do you like most about working in apps?

Things that seems impossible (or highly unlikely / custom) in email and loyalty are easily possible in mobile. Part of that is the technology. But primarily it’s the fact that we’re literally in customers’ pockets with an opportunity to influence their interactions with a brand.

What one thing would you change about the app industry / market?

I’d like to see more focus on attribution of mobile. Our current state reminds me of where we were in measurement for email 15 years ago. I remember talking to marketing teams who were battling for email attribution on purchases. The technology is out there for mobile to show influence on conversion, even if it doesn’t occur in app… we just need to link the stories together.

Where do you think there’s an opportunity for apps / or unmet needs?

Native commerce makes a huge difference in the mobile app customer experience. It’s definitely an investment, but I think the customer experiene pay-off and resulting conversions in-app are worth it.

If you weren’t working in apps what would you be doing?

I would be running a foster farm for rescue dogs.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Todoist and Huckleberry

What’s on your Spotify / Music party playlist?

Trap Mojito

Any Netflix/ TV show recommendations?

Station Eleven

Is there anything else we should know about you?

My favorite thing to do is hiking with my family.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Jennie Lewis appeared first on Business of Apps.

]]> Ania Wysocka https://www.businessofapps.com/app-leaders/ania-wysocka/ Wed, 28 Sep 2022 08:31:16 +0000 https://www.businessofapps.com/?post_type=appleaders&p=81164 Ania is the founder of Rootd, an app for anxiety and panic attack relief. Rootd is a passion for her, and she happily dedicates most of her time and energy to it, but she still loves and finds time for things like running, yoga, journaling, reading, and exploring new cultures and languages. In your own words, what’s your role in the app business right now? My role is founder and CEO. I lead the business, do all of Rootd’s design and in-app content creation as well as project manage the technical development, marketing campaigns, and user support efforts. How did you end up working in apps? During my last year of university, I experienced my first panic attack, seemingly out of nowhere. In that time

The post Ania Wysocka appeared first on Business of Apps.

]]> Ania is the founder of Rootd, an app for anxiety and panic attack relief. Rootd is a passion for her, and she happily dedicates most of her time and energy to it, but she still loves and finds time for things like running, yoga, journaling, reading, and exploring new cultures and languages.

In your own words, what’s your role in the app business right now?

My role is founder and CEO. I lead the business, do all of Rootd’s design and in-app content creation as well as project manage the technical development, marketing campaigns, and user support efforts.

How did you end up working in apps?

During my last year of university, I experienced my first panic attack, seemingly out of nowhere. In that time of uncertainty, confusion, and loneliness, I couldn’t find the support I needed or that spoke to my demographic.

Exhaustive personal research and my journey working with mental health professionals combined with my love for graphic design and entrepreneurship inspired me to create Rootd – an accessible resource to help anyone in need navigate their own journeys overcoming anxiety and panic attacks.

You are the founder of Rootd, so you have gone through all the hurdles of launching an app. In your opinion, what’s the most challenging / difficult part of launching an app?

In my personal experience, technical development has been the most challenging part of launching an app. In my case, coding an app is the one major area I’m not able to do myself, and so at times it feels out of my control, and at times there seem to be mysterious bugs that are out of anyone’s control and for a short painful period refuse to go away. I’ve learned that every challenge and hurdle can be overcome, but certainly there can be frustrating and discouraging moments.

What advice would you give to people who want to launch / grow an app?

I think many people with ideas for amazing apps worry that they’d need to raise a big round of investment or spend a ton of money for an agency to develop the app for them, and that worry can either prevent them from ever pursuing their dream or leave them with a big financial burden from the start. My advice would be to not discount bootstrapping. Bootstrapping can be a lot of work and lonely at times, but it can definitely be a very viable and rewarding option too, as it has been for Rootd.

What are you most excited about in apps right now?

In general, I am so excited to keep spreading Rootd’s support to more and more users in more and more countries. iOS 16’s lock screen widgets and App Intents seem interesting too, so I look forward to exploring how to integrate them into Rootd too.

What other companies in the app space do you rate/ inspire you and why?

I feel inspired every time I see another female-founded and led app being featured on the app stores. Headspace and Calm also stand out as examples of how massive an impact mental health support apps can have on the world, and it’s always motivating when Rootd is mentioned alongside them in articles, or when we sign a new partnership and see those apps listed among the other partners.

What do you like most about working in apps?

Definitely the user reviews. I feel very fortunate that Rootd receives such incredible, heartfelt user reviews on a daily basis from people all over the world, whose lives have been positively impacted by my app. This is my main source of motivation and inspiration.

What one thing would you change about the app industry?

I’m having so much fun I almost want to say I don’t want to change anything, in case that change causes an unexpected domino effect! But it would be nice if we could magically have access to crystal clear attribution and analytics information, without needing to deal with third-party SDKs, and while fully respecting end-user privacy.

What is the future of apps going to look like according to you?

I think the user experience will become more and more seamless. We’ll see increased blending between the user’s phone, watch, tablet, and even headset – the best apps will almost feel like a natural extension of the user.

If you weren’t working in apps what would you be doing?

I’d love to work on other social impact causes, alongside inspiring entrepreneurs, and to work on a project in memory of my mother. For sure, I’d still be doing other things that I’m already doing for my mental health and well-being, e.g. running, journaling, yoga, and traveling.

iOS or Android?

Rootd is available for both. 😃

Any Netflix / TV show recommendations?

I think The Office is my all-time favorite. I’ve probably had every single season repeat multiple times in the background while working on Rootd over the past few years. I also rewatched The Big Short a few days ago and enjoy that one every time.

What’s on your Spotify or music party playlist?

I like to see where my Discovery Playlist leads me – and that’s usually to some lofi beats or RnB when focusing and Reggaeton during breaks.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ania Wysocka appeared first on Business of Apps.

]]> George Sharpe https://www.businessofapps.com/app-leaders/george-sharpe/ Wed, 21 Sep 2022 07:00:27 +0000 https://www.businessofapps.com/?post_type=appleaders&p=80884 George is co-founder of Favoured – a full-funnel app marketing agency, specializing in growth and conversion at all stages of the customer app funnel. George is a former marketing lead at Apple working on global marketing campaigns for iPhone & Apple Watch, as well as launching Apple Music, and worked on campaigns for over 100 apps including Pokémon Go, and Clash Royal among others. In your own words, what’s your role in the app business right now? My focus is on pioneering innovation in acquisition campaigns and then converting those users at multiple stages across the app funnel to increase conversions, sales, and subscriptions. Over the past 3.5 years, I have grown the team at Favoured to 30 employees and have driven millions of downloads,

The post George Sharpe appeared first on Business of Apps.

]]> George is co-founder of Favoured – a full-funnel app marketing agency, specializing in growth and conversion at all stages of the customer app funnel. George is a former marketing lead at Apple working on global marketing campaigns for iPhone & Apple Watch, as well as launching Apple Music, and worked on campaigns for over 100 apps including Pokémon Go, and Clash Royal among others.

In your own words, what’s your role in the app business right now?

My focus is on pioneering innovation in acquisition campaigns and then converting those users at multiple stages across the app funnel to increase conversions, sales, and subscriptions. Over the past 3.5 years, I have grown the team at Favoured to 30 employees and have driven millions of downloads, and millions in sales. Companies that Favoured has worked with have raised in excess of $100M and many have exited.

How did you end up working in apps? / get started?

Before Apple, I worked in the music industry at Universal Music and launched many innovative projects and products including a few artist apps. However, I gained most of my app marketing experience working at Apple. I lead the launch of Apple Music in emerging markets, driving millions of subscriptions attributed to my marketing campaigns, as well as working on over 100 other apps ranging from games to lifestyle, fitness, and utility.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I love that there’s an app for everything nowadays and I am a big fan of connected appliances and their app counterparts so you can control everything from your phone – whether it’s Apple’s own Home app or others like PlayStation, Feelfit or Meross.

What do you like most about working in apps?

I love breaking down the app funnel into key milestones then creating marketing strategies to cover those milestones and tracking how they contribute to users moving through the app funnel from milestone 1 to milestone 2 to milestone 3 and so on – and how, after time we can begin to forecast conversions by measuring the stages of the app funnel and how many users we are moving through it.

What one thing would you change about the app industry / market?

One challenge for a lot of app companies is the implementation of a solid marketing tech stack. Many companies have basic SDK implementations and advanced implementations – however, to really maximize the power of mid-funnel conversion marketing you need to have an advanced implementation. If I could change anything I would like to see more straightforward ways for app companies to implement tach stacks to enable more advanced marketing strategies.

Where do you think there’s an opportunity for apps / or unmet needs?

I think there is a big gap in the app space for app companies to collaborate. By collaborating apps can share the benefits of each other communities whilst offering their users perks or better content.

If you weren’t working in apps what would you be doing?

I also run a side business selling Pokemon cards, so I would probably be growing that business rather than opening all of the packs myself!

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Delta – Investment Tracking

What’s on your Spotify / Music party playlist?

Tool

Any Netflix/ TV show recommendations?

Seinfeld

Is there anything else we should know about you?

I played bass in an electro band signed to Universal Music and played Glastonbury, Reading, and Leeds festivals.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post George Sharpe appeared first on Business of Apps.

]]> Taha Karsli https://www.businessofapps.com/app-leaders/taha-karsli/ Wed, 14 Sep 2022 08:53:41 +0000 https://www.businessofapps.com/?post_type=appleaders&p=80596 Taha started his career in tech by founding a marketplace startup in 2018. He worked in various industries as a growth expert and demand generation professional. In 2019, he started an entrepreneurship podcast called 415 Stories, in which he is having fireside chats with founders and investors in Silicon Valley on scaling startups and fundraising. Taha has been with MobileAction since November 2020, currently overseeing partnership initiatives at the company. In your own words, what’s your role in the app business right now? I am responsible for MobileAction’s partnership initiatives, where I am in close contact with industry players of all segments like developers, app marketers, agencies, consultants, and solution providers. I am working on creating meaningful partnerships between MobileAction and our friends in the

The post Taha Karsli appeared first on Business of Apps.

]]> Taha started his career in tech by founding a marketplace startup in 2018. He worked in various industries as a growth expert and demand generation professional. In 2019, he started an entrepreneurship podcast called 415 Stories, in which he is having fireside chats with founders and investors in Silicon Valley on scaling startups and fundraising. Taha has been with MobileAction since November 2020, currently overseeing partnership initiatives at the company.

In your own words, what’s your role in the app business right now?

I am responsible for MobileAction’s partnership initiatives, where I am in close contact with industry players of all segments like developers, app marketers, agencies, consultants, and solution providers. I am working on creating meaningful partnerships between MobileAction and our friends in the ecosystem.

We are trying to make sure that our customers are always benefiting from the best insights and capabilities in the market and staying at the very top of the search results.

How did you end up working in apps? / get started?

It’s a fun story! When I was a full-time podcast host, one of the founders I interviewed on the show was Aykut Karaalioglu, founder of MobileAction.

A few months after our podcast episode, Aykut offered me a position at MobileAction to work on growth. The market and the company’s position in the industry were exciting, and I decided to get on board. Since then, it’s been a delightful experience working alongside a great team!

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m very excited about Custom Product Pages (CPP) in the App Store and am curious to see how marketers will utilize them. I believe there are many interesting ways to put CPPs to use for paid acquisition, especially on Apple Search Ads. At SearchAds.com, we’ve seen great results in tap-through rates and conversion rates for our clients using CPP on Search Ads and I believe the overall market experience will not be an exception.

What other companies in the app space do you rate/ inspire you and why?

I’m a fan of Superhuman, which is a great email app I personally use. The way that they designed their onboarding and created a native mobile app experience is amazing. I’m much better at working on my emails with Superhuman!

What do you like most about working in apps?

Mobile is one of the fastest-growing markets. I believe it’s because of the fact that the most comprehensive hardware to deliver a solution that solves the most complex problem in the real world is a smartphone.

That’s why the most groundbreaking startups and tech companies in the last decade have either delivered their solutions exclusively through mobile-only or have a strong emphasis on mobile as their prime delivery channel.

Other than the market, I love working with professionals in the mobile marketing industry, the knowledge-sharing culture and being in a fast-paced ecosystem keep me excited to create more value.

What one thing would you change about the app industry / market?

I believe that connectivity and knowledge sharing in the industry should get stronger and more frequent. Initiatives like ASO Stack, Puzzle Society, and MobileAction’s Growth University are great examples of this, and I believe as people get more connected, the challenges and hardships of being in a fast-paced industry will be overcome much more easily.

Where do you think there’s an opportunity for apps / or unmet needs?

Diversifying the channel mix is very important, and it would take time to see meaningful results when apps are testing a new channel.

A reputable number of apps brings the majority of their revenue from one or two channels. While apps keep running with their existing and proven channels, it’s important to try to create playbooks that work on other channels. Since our industry is so dynamic, relying on a single channel might not be the best idea when certain changes happen.

Aside from that, I believe Apple Search Ads presents a huge opportunity for mobile app developers, especially considering Apple is planning to introduce two new placements, one being on the Today’s Tab. When coupled with custom product pages, I think Apple Search Ads is getting really exciting. So many incremental revenue opportunities will be available through these new tools and placements. More importantly, app developers can now offer personalized and better user experience even before users interact with their app.

If you weren’t working in apps what would you be doing?

I would work on my own startup, most probably building a mobile-first startup, other than being a solution provider in the ecosystem. Mobile is a passion for me!

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Superhuman, Kindle, Readwise, and Airtable

What’s on your Spotify / Music party playlist?

Well, depends on the mood but here are some artists I’ve been listening to lately – Bob Moses, Maroon 5, French 79, Lost Frequencies, and Rüfüs Du Sol.

Any Netflix/ TV show recommendations?

My Octopus Teacher on Netflix is a great documentary!

Is there anything else we should know about you?

My recent outdoor hobby is wandering around with e-scooters wherever I travel for the first time! They’re great commuting vehicles but also a really fun way of exploring a new city! 😃

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Taha Karsli appeared first on Business of Apps.

]]> Ashleigh Rankin https://www.businessofapps.com/app-leaders/ashleigh-rankin/ Wed, 07 Sep 2022 09:17:33 +0000 https://www.businessofapps.com/?post_type=appleaders&p=80352 Ashleigh is the Head of Growth Partnerships for the UK&I at Reddit. She launched the first International Growth team at Reddit in London circa April 2021, having come back to the UK after running the Performance and Disruptors teams in New York from 2018 onwards. Ashleigh started her career at one of the first mobile-first performance agencies (Fetch, acquired by Dentsu Aegis) in San Francisco buying for clients like Supercell, Gree, Hotels.com, Hulu, etc. After 7 years in San Francisco, she moved to New York to help launch the Performance Sales team at Reddit. She is a passionate mobile growth and performance specialist. In your own words, what’s your role in the app business right now? My role is to help advertisers understand the unique

The post Ashleigh Rankin appeared first on Business of Apps.

]]> Ashleigh is the Head of Growth Partnerships for the UK&I at Reddit. She launched the first International Growth team at Reddit in London circa April 2021, having come back to the UK after running the Performance and Disruptors teams in New York from 2018 onwards. Ashleigh started her career at one of the first mobile-first performance agencies (Fetch, acquired by Dentsu Aegis) in San Francisco buying for clients like Supercell, Gree, Hotels.com, Hulu, etc. After 7 years in San Francisco, she moved to New York to help launch the Performance Sales team at Reddit. She is a passionate mobile growth and performance specialist.

In your own words, what’s your role in the app business right now?

My role is to help advertisers understand the unique value of Reddit from full-funnel solutions to straight conversion objectives like app installs. We have ramped our product up in the last 2years + and are really excited about our offering.

How did you end up working in apps? / get started?

I started my career working at one of the first-ever Mobile Performance agencies in San Francisco. I started out as an Account Manager running campaigns across multiple platforms for clients like Hotels.com and Supercell. I’ve seen the evolution of app marketing strategies from the very beginning – from topping the Appstore charts to focusing on LTV + pLTV of users.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m excited about the focus on user privacy and shifting towards contextual targeting. iOS14 and impending Google privacy changes have made the industry shift to think about how to better measure the success of campaigns. I also think the shift to incrementality measurement is the way forward.

What other companies in the app space do you rate/ inspire you and why?

I love purpose-driven companies that focus on making our lives better. Calm, Headspace, and Remble (a new one!) give people the resources they need at their fingertips.

What do you like most about working in apps?

Despite the challenges that come with an evolving industry I love that it forces everyone to be innovative with solutions!

What one thing would you change about the app industry / market?

Last Click Attribution as the measure of success. There’s so much more to a user journey than the last tap.

If you weren’t working in apps what would you be doing?

Ideally running an ocean-front tea shop!

iOS or Android?

Android

What app(s) have been most useful to you over the last year?

Maps… + Reddit of course!

What’s on your Spotify / Music party playlist?

90s pop, 80s classics!

Any Netflix/ TV show recommendations?

Derry Girls

Is there anything else we should know about you?

If you’re a Game of Thrones fan YSK that I currently live on ‘The Dornish Coast’ where Jamie and Bronn came ashore to fetch Princess Myrcella!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ashleigh Rankin appeared first on Business of Apps.

]]> Lorenzo Rossi https://www.businessofapps.com/app-leaders/lorenzo-rossi/ Wed, 31 Aug 2022 08:43:35 +0000 https://www.businessofapps.com/?post_type=appleaders&p=80117 Lorenzo is a mobile marketing veteran and the co-founder of REPLUG – App Marketing Experts. His work in leading companies such as Zalando, LOVOO, and Free2Move has allowed him to develop a unique experience in scaling mobile app marketing activities and retention strategies. In your own words, what’s your role in the app business right now? I help mobile companies navigate the app marketing mess. 🙂 I like to “educate” our partners in full transparency – their performances are my performances, after all – to make them understand the importance of specific activities. I like to get involved, when possible, in conferences and webinars, and I try to write an article per month. How did you end up working in apps? / get started? I

The post Lorenzo Rossi appeared first on Business of Apps.

]]> Lorenzo is a mobile marketing veteran and the co-founder of REPLUG – App Marketing Experts. His work in leading companies such as Zalando, LOVOO, and Free2Move has allowed him to develop a unique experience in scaling mobile app marketing activities and retention strategies.

In your own words, what’s your role in the app business right now?

I help mobile companies navigate the app marketing mess. 🙂 I like to “educate” our partners in full transparency – their performances are my performances, after all – to make them understand the importance of specific activities. I like to get involved, when possible, in conferences and webinars, and I try to write an article per month.

How did you end up working in apps? / get started?

I started working in app marketing “by accident”. When I came to Berlin in 2012, I was looking for a job – any kind of job – in the marketing field, and I started working for a small startup that was producing lifestyle apps for iOS. There, I had my first steps with app install ads on Facebook, but I also started looking at numbers and… Excel.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Well, many things happened in the past couple of years in the mobile marketing world – and to be honest, that’s something already exciting for me. I like the change, I like the challenges, and I like to see that due to these changes we’re removing a bit of the “crap” from the industry, and people focus more on important activities and KPIs. One above all, engagement and retention.

What other companies in the app space do you rate/ inspire you and why?

Being the co-founder of an app marketing agency, there are for sure some other agencies I look up to. We always look around us to take inspiration, new ideas, and trends, but at the end of the day, we always like to be ourselves.

What do you like most about working in apps?

That you never stop learning. Especially since the launch of REPLUG, I have had the opportunity to see so many different products, so many different verticals, with different learnings of course, and this is crucial for me – as a person in general. Another thing that I like about working with apps, is that everything is connected in terms of activities. There is no paid UA and ASO, and retention… there is just app growth.

What one thing would you change about the app industry / market?

Shady companies – this is something that has always bothered me. Both when I was on the advertiser side, and especially now that I am on the vendor side. I would like transparency to be at the base of every mobile marketing activity/relationship.

Where do you think there’s an opportunity for apps / or unmet needs?

Difficult question. There is an app for everything – actually, multiple apps for everything. 🙂 In general, I am seeing right now an increasing attention toward sustainability and carbon footprint in the world… and at the same time, I don’t see too many mobile apps tackling this topic. This might be an opportunity.

If you weren’t working in apps what would you be doing?

I would own my own chiringuito in Barcelona.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Audible, Headspace, Adidas Running

What’s on your Spotify / Music party playlist?

Daft Punk.. but it depends on the party. 🙂

Any Netflix/ TV show recommendations?

How I Met Your Mother and SUITS

Is there anything else we should know about you?

I like to run, and cycle around Berlin and Brandenburg. I try to read at least one book per month. I don’t eat pasta every day, but I could eat pizza for breakfast, lunch, and dinner. Most importantly, I am an advocate of the “No more drinking cappuccino after 11 AM” movement, so much so that to help people, I even launched a website: https://canihaveacappuccino.com/i

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Lorenzo Rossi appeared first on Business of Apps.

]]> Simon (Bobby) Dussart https://www.businessofapps.com/app-leaders/simon-bobby-dussart/ Wed, 24 Aug 2022 09:39:04 +0000 https://www.businessofapps.com/?post_type=appleaders&p=80021 Simon is  currently Chief Executive Officer at Adjust, the analytics platform marketers trust to drive the growth and success of their apps. As CEO, he oversees all global operational management, while executing the company’s vision to serve as the platform that powers mobile marketers’ decision-making. Simon, or Bobby for short, is originally from France but currently lives in Berlin, having moved there eight years ago when he started his career at Adjust as an Integrations Engineer. He was one of the company’s first employees. Simon has worn many hats at Adjust and has been deeply involved in many core areas of the business. Over the years, he has served as Head of Solutions and Integrations, Vice President of Support, and most recently as Chief Customer

The post Simon (Bobby) Dussart appeared first on Business of Apps.

]]> Simon is  currently Chief Executive Officer at Adjust, the analytics platform marketers trust to drive the growth and success of their apps. As CEO, he oversees all global operational management, while executing the company’s vision to serve as the platform that powers mobile marketers’ decision-making.

Simon, or Bobby for short, is originally from France but currently lives in Berlin, having moved there eight years ago when he started his career at Adjust as an Integrations Engineer. He was one of the company’s first employees.

Simon has worn many hats at Adjust and has been deeply involved in many core areas of the business. Over the years, he has served as Head of Solutions and Integrations, Vice President of Support, and most recently as Chief Customer Officer (CCO), leading the company’s vast global client services organisation, which ensures customers have all the tools and technical support they need for long-term success. Just prior to becoming CEO, he was part of the team at Adjust that was directly involved in developing solutions for the company’s partners and clients when Apple’s iOS 14 privacy regulations first came into play.

In your own words, what’s your role in the app business right now?

My role, through Adjust, is to make mobile marketers’ lives simple by providing a unified platform that helps them achieve their mobile marketing goals and grow their app business, no matter their size. We are continuously working on designing and evolving our analytics tools to give marketers the deepest insights into their user interaction, marketing channels, and campaign performance.

How did you end up working in apps? / get started?

To be honest, my career path wasn’t planned, you could even say it was random, though I am so pleased to be where I am today. I moved to Berlin for work in 2014 and at the time there were a lot of start-ups in tech, and in particular within the mobile industry, so it seemed like the natural progression. I was very fortunate to have the opportunity to join Adjust in its infancy when we were just a small group of employees with a big vision. Funnily enough, when Adjust hired me 8 years ago, I didn’t even have a smartphone!

What are you most excited about in apps right now? (tech, trends, people, verticals)

Working in this industry, we are certainly not short of challenges, and with challenges come new and exciting opportunities. The mobile app ecosystem has changed a considerable amount over the last eight years that I’ve been involved, and now we are undergoing another round of evolutionary changes – whether that’s privacy or regulatory changes. These changes provide a lot of opportunities for companies like Adjust to adapt and innovate to offer new solutions to the market that help meet mobile marketers’ evolving demands.

What other companies in the app space do you rate/ inspire you and why?

In the same space as Adjust, Braze is a pretty cool company. They’ve been working really effectively towards their vision and it seems to be going really well for them.

What do you like most about working in apps?

Definitely the fact that it’s an ever-evolving ecosystem. We always have to adapt, and with changes and adaptation come new opportunities. The industry is never stale, and it’s always an ecosystem of innovation, which pushes me and drives the company forward.

What one thing would you change about the app industry / market?

The thing I’d change is the same thing that inspired Adjust’s advanced analytics solution, Datascape. In the app ecosystem, there is a lot of fragmentation. Advertisers need to use so many different platforms to see their data, so there is absolutely a need for data aggregation.

Datascape empowers app marketers to make smart, fast decisions by bringing all data into one place, on a single screen. Having this overview and level of insights allows marketers to optimise their strategy and focus on growth more effectively and efficiently.

Where do you think there’s an opportunity for apps / or unmet needs?

There’s an opportunity for a single platform that answers every one of mobile marketers’ questions. Marketers right now are using a number of different tools. With recent changes in the industry, too, such as the introduction of iOS 14.5, advertisers are still trying to understand how to adapt.

The mobile app industry is a much more mature ecosystem than it was eight years ago and now we are in a spot where we know what it is, we know where it’s going. We have an opportunity to put all learnings together into one platform which allows us to make mobile marketers’ lives easier. That’s what we have been working on solving at Adjust, and what we have already managed to improve with Datascape and CTV AdVision, which is the industry’s first comprehensive CTV measurement solution.

As the market continues to mature, not only will we see more consolidation, but a desire for a more fully integrated tech stack that allows for more automated and efficient mobile growth. The ability for mobile marketers to get everything they need to measure, analyse, automate and protect their campaigns under one roof, on one platform, will help apps stand out from the competition and grow faster.

If you weren’t working in apps what would you be doing?

That’s a tricky one. Perhaps a teacher, or maybe building houses, who knows. The mobile app ecosystem is relatively new and when it started it hired a lot of people who have grown with the business and I’m one of them. Who knows what the future holds!

iOS or Android?

When I got the job at Adjust I inherited an Android from a co-worker. I was happy with it and I’ve stuck with it since. As long as it does the job.

What app(s) have been most useful to you over the last year?

When it comes to work, most definitely Slack. Outside of work an app I use a lot in Berlin is called Vytal. It’s a way to reduce waste by getting a free reusable container when you order food. You have it for up to 15 days and then return it to the restaurant.

What’s on your Spotify / Music party playlist?

Aside from all of my daughter’s favourite songs, I have a lot of French rap on my Spotify.

Any Netflix/ TV show recommendations?

I don’t watch too much TV; I enjoy cooking and music more. Though saying that, at the moment I’m enjoying watching Succession – about spoilt people playing in a fantasy playground unable to stop and enjoy their riches because of greed and mania.

Is there anything else we should know about you?

I see my number-one job as empowering my team to do their best work. Making mistakes means making progress – and giving your team the confidence to take full ownership over their projects leads everyone to succeeding in the long run.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Simon (Bobby) Dussart appeared first on Business of Apps.

]]> Gessica Bicego https://www.businessofapps.com/app-leaders/gessica-bicego/ Wed, 17 Aug 2022 08:24:05 +0000 https://www.businessofapps.com/?post_type=appleaders&p=79857 11 years of marketing experience, 7 years in the mobile subscription space, a technical background in computer science, and a love for marketing and mobile products. After leading performance and growth at Blinkist, Gessica is now CMO at Paired, a fun app for couples to bring them closer together. In your own words, what’s your role in the app business right now? I love to experiment and share my knowledge with the rest of the mobile community. I had multiple successes in my marketing career and I was always willing to share them with the community. When I started working in the mobile space, I didn’t know much and it’s this community I need to thank for all the things I’ve learned, so I think

The post Gessica Bicego appeared first on Business of Apps.

]]> 11 years of marketing experience, 7 years in the mobile subscription space, a technical background in computer science, and a love for marketing and mobile products. After leading performance and growth at Blinkist, Gessica is now CMO at Paired, a fun app for couples to bring them closer together.

In your own words, what’s your role in the app business right now?

I love to experiment and share my knowledge with the rest of the mobile community. I had multiple successes in my marketing career and I was always willing to share them with the community. When I started working in the mobile space, I didn’t know much and it’s this community I need to thank for all the things I’ve learned, so I think it is only natural to start “giving back” now.

How did you end up working in apps? / get started?

I started my career more on the web side, but after joining Blinkist, I realised how much I loved the mobile subscription space and would never go back!

What are you most excited about in apps right now? (tech, trends, people, verticals)

I love the vertical I am in right now, i.e. relationship. In general, I prefer working for companies that are establishing new verticals (e.g. Blinkist in the audio learning space). If I think about the future of the mobile space, I am excited to see how mobile products will use a combination of brand and performance to establish themselves.

What other companies in the app space do you rate/ inspire you and why?

Blinkist – I used to work there. I love what they are doing and think they really established themselves as THE audio learning tool.

Headway – I love how much they have been growing in the US even if they had a huge competitor and a small team.

Flo – I admire how they were able to monetise a vertical where it is not easy to make money. I also love their content strategy.

Peanut – I admire the effort they have put in organic and the results they have obtained.

Headspace – They are one of the best mobile brands I have ever seen. The moment I see an image, audio, or video from them I immediately recognise them.

What do you like most about working in apps?

We live with our phones, and being able to work in the app industry means being constantly together with our users. I love that apps can really help people become better versions of themselves.

What one thing would you change about the app industry / market?

Well, if I had a magic wand, I would probably improve the discoverability of relevant apps depending on personal data.

Where do you think there’s an opportunity for apps / or unmet needs?

Mental health and parenthood (with a focus not on the child, but more on the parents). Can you guess I’m a new mom?

If you weren’t working in apps what would you be doing?

Probably, I would be doing something around dogs, I love them so much! Or maybe, I’d be a writer, who knows.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Paired, Baby2Body, TikTok

What’s on your Spotify / Music party playlist?

Italian music from the 80s

Any Netflix/ TV show recommendations?

Stranger Things, Love is Blind

Is there anything else we should know about you?

I started my career managing a sex toy e-commerce in Italy.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Gessica Bicego appeared first on Business of Apps.

]]> Anja Obermüller https://www.businessofapps.com/app-leaders/anja-obermuller/ Wed, 10 Aug 2022 09:01:46 +0000 https://www.businessofapps.com/?post_type=appleaders&p=79578 Anja is passionate about all things numbers-related. She is currently overseeing all areas of digital marketing within the RBI Group in her role as Head of Digital Marketing at Raiffeisen Bank International AG. She manages four teams, each focusing on one key area – performance marketing, digital product marketing, social media as well as data science and data analytics. Together, they are responsible for scaling user acquisition and retention across all markets. In your own words, what’s your role in the app business right now? Around a year ago, I left the (post) startup world as it was time for me to see the other, corporate side. Working for Austria’s biggest bank is different to what I have done and seen before. It is extremely

The post Anja Obermüller appeared first on Business of Apps.

]]> Anja is passionate about all things numbers-related. She is currently overseeing all areas of digital marketing within the RBI Group in her role as Head of Digital Marketing at Raiffeisen Bank International AG. She manages four teams, each focusing on one key area – performance marketing, digital product marketing, social media as well as data science and data analytics. Together, they are responsible for scaling user acquisition and retention across all markets.

In your own words, what’s your role in the app business right now?

Around a year ago, I left the (post) startup world as it was time for me to see the other, corporate side. Working for Austria’s biggest bank is different to what I have done and seen before. It is extremely exciting as marketing is transforming and I am lucky to be part of and shape mobile and digital marketing for this established brand.

On top of that, I really enjoy and appreciate the exchange with others in the industry. I value all the inspiring information that is available on mobile marketing these days and try to play a role in this by sharing anything I stumble upon in my work.

How did you end up working in apps? / get started?

I did my master’s degree while I was already working full-time and found myself looking for a new challenge. At that time, adidas Runtastic was looking for a Mobile UA Manager, and I thought that sounded tempting. A few months in (back in 2016), I decided on the topic for my master thesis, found barely any scientific papers on this mystical black box called ASO and shortly concluded to make it my topic. This was just the beginning. I continued by building up and leading the product marketing and growth team for the adidas Training app. This is how I found my passion in connecting acquisition and retention and could not let go of mobile and growth marketing ever since.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am excited about the shift that is happening and reaching more and more businesses. I believe that the understanding that it’s not just about revenue anymore is shaping. Businesses increasingly understand the importance of retention and customer engagement. The good thing is that from my experience there is more revenue waiting down the line if you play your retention game right.

What other companies in the app space do you rate/ inspire you and why?

My regular go to source has been and still is Reforge. Their articles and inputs are my ultimate inspiration and love to think about what that could potentially mean for our products and the way we operate. On top of that, I am also always keeping an eye on the gaming vertical. It is so fast-paced and there is a lot you can translate to any other vertical, finance included.

What do you like most about working in apps?

It comes down to two aspects for me: the ever-changing environment combined with the enormous potential to learn paired with the great, open-minded people working in the industry who are willing to share successes and failures openly. There has never been a conference, meet-up, etc. without me taking home some inspiration and new ideas.

What one thing would you change about the app industry / market?

This industry is ever changing and there is no time to rest. I love the fact that the learning curve never flattens out. You might think you have figured it all out, but there is always the next store update or something else that will change everything again right around the corner. It is challenging in the most positive of ways and you never stop learning.

Where do you think there’s an opportunity for apps / or unmet needs?

Getting your retention game right before focusing on anything else. From acquisition to monetization, it will all follow if you understand your customers and build products for retention, not primary for monetization.

If you weren’t working in apps what would you be doing?

I would have followed my passion for cooking and opened a cute little restaurant in some small picturesque costal town.

iOS or Android?

iOS and everything else that’s Apple.

What app(s) have been most useful to you over the last year?

Audible – the best way to spend train rides or to work & Good Notes – runs 90% of the time on my iPad

What’s on your Spotify / Music party playlist?

Taylor Swift

Any Netflix/ TV show recommendations?

I recently binged “The Boys” – it’s a superhero television series.

Is there anything else we should know about you?

I run on cookies and data. 😉

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Anja Obermüller appeared first on Business of Apps.

]]> Ryan Thorpe https://www.businessofapps.com/app-leaders/ryan-thorpe/ Thu, 04 Aug 2022 08:36:21 +0000 https://www.businessofapps.com/?post_type=appleaders&p=79547 Ryan is an experienced growth professional focused on putting great products into the hands of more people. He is also an experienced performance marketer with a focus right now on TikTok, creatives, and advertising. Automating and scaling growth operations to drive revenue and sales profitably are his passions. In your own words, what’s your role in the app business right now? Managing a portfolio of 20 + apps across health & fitness & productivity Acquiring more app businesses to grow this portfolio Growing and scaling them efficiently as quickly and cost effectively as possible mainly through paid social channels How did you end up working in apps? / get started? I was one of first growth hires for Revolut (Europes largest fintech app), scaling their

The post Ryan Thorpe appeared first on Business of Apps.

]]> Ryan is an experienced growth professional focused on putting great products into the hands of more people. He is also an experienced performance marketer with a focus right now on TikTok, creatives, and advertising. Automating and scaling growth operations to drive revenue and sales profitably are his passions.

In your own words, what’s your role in the app business right now?

  • Managing a portfolio of 20 + apps across health & fitness & productivity
  • Acquiring more app businesses to grow this portfolio
  • Growing and scaling them efficiently as quickly and cost effectively as possible mainly through paid social channels

How did you end up working in apps? / get started?

I was one of first growth hires for Revolut (Europes largest fintech app), scaling their acquisition channels for 3 years across UK/Ireland and then Europe.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Not so much excited, but I am very curious to see which apps will stay strong during this economic downturn. It’s time now for a lot of apps to focus on profitability and building a long-term sustainable company.

What I am excited about is the potential of TikTok over the next 12-18 months in helping brands grow organically and with paid advertising. The TikTok creative trend has been my focus the past 6-9 months, watching brands push the boundaries in that area is grabbing my attention a lot lately.

What other companies in the app space do you rate/ inspire you and why?

I really like the app TimeTree, this app really has captured me and helped me solve very specific problems with organising areas of my life.

What do you like most about working in apps?

I work with a large variety of apps within our portfolio. So, I get to see metrics and results from a wide range of experiments within different verticals, helping me see how the general trends of the market is going. I also like the increased predictability of subscriptions and SAAS in general over for example Ecom.

What one thing would you change about the app industry / market?

Help new apps be more competitive on the app store. It’s getting more and more difficult to launch new apps successfully without any previous history or legacy it can be very hard to rank.

Where do you think there’s an opportunity for apps / or unmet needs?

I think there is a big opportunity for apps in solving their web based version of their apps. Solving web has a host of benefits from owning the customer journey and improving margins. But solving the problem of building that habit for a customer to use the web over app version of your product will be the biggest challenge.

If you weren’t working in apps what would you be doing?

Probably in London working within the tech startup ecosystem in someway. I probably would have leaned into Ecom-based fitness-related products.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

TimeTree

What’s on your Spotify / Music party playlist?

Pub songs

Any Netflix/ TV show recommendations?

Stranger Things

Is there anything else we should know about you?

If you cycle or run and are within East London, please get in touch, we can grab coffee too!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Ryan Thorpe appeared first on Business of Apps.

]]> Nicole Castillo https://www.businessofapps.com/app-leaders/nicole-castillo/ Wed, 27 Jul 2022 14:05:47 +0000 https://www.businessofapps.com/?post_type=appleaders&p=79316 Nicole is a passionate leader in tech and products with over 10 years of experience across multiple industries – telecom, real estate, and most recently media/publishing. Her focus on mobile has been more recent but she’s quickly immersed herself in the exciting, rapidly evolving mobile app ecosystem. In her current role, she supports several global brands with their app products, providing technical solutions with their engineering team and offering thought leadership for the industry as a whole. In your own words, what’s your role in the app business right now? The app business is critical but increasingly difficult to navigate. While it’s easy to shout the benefits of mobile app experiences, we’re all dealing with an increasingly narrow attention economy available. Becoming the 10 apps

The post Nicole Castillo appeared first on Business of Apps.

]]> Nicole is a passionate leader in tech and products with over 10 years of experience across multiple industries – telecom, real estate, and most recently media/publishing. Her focus on mobile has been more recent but she’s quickly immersed herself in the exciting, rapidly evolving mobile app ecosystem. In her current role, she supports several global brands with their app products, providing technical solutions with their engineering team and offering thought leadership for the industry as a whole.

In your own words, what’s your role in the app business right now?

The app business is critical but increasingly difficult to navigate. While it’s easy to shout the benefits of mobile app experiences, we’re all dealing with an increasingly narrow attention economy available. Becoming the 10 apps that are actually used each day vs the 1000s available to download is a huge chasm to cross. I think we’ll also find that the changing technology landscape (privacy changes and antitrust legislation against big tech) will continue to pivot our mobile app strategies for years to come.

How did you end up working in apps? / get started?

I fell into it with this current role. I was hired on my team more for my depth of product experience than for any background in mobile. Spending the last year immersing myself in all things mobile has been incredibly interesting and rewarding.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m really curious to see how the new technology advancements play out – from SwiftUI and Jetpack Compose to React Native and Flutter – provide new opportunities (and challenges) for companies. I also am curious to see if super apps will ever find their foothold in the European and U.S. markets. I think conceptually they are fascinating but have obvious challenges for western markets.

What other companies in the app space do you rate/ inspire you and why?

I think that Disney+ has a very sharp experience for video streaming. I think Spotify has been a continuous leader in-app experiences. Slack, Audible, LinkedIn, Instagram and Kindle are probably 5 of my most used apps and loved for different reasons.

What do you like most about working in apps?

I think apps offer unique opportunities to connect with our customers. The opportunities for engagement are rich and often underutilized. But the challenges still abound in terms of the expense to develop and maintain quality apps and how to drive and retain customers on apps. The challenges are what make it interesting.

What one thing would you change about the app industry / market?

In some ways, I think the oversaturation is becoming challenging to navigate. There are millions of apps available and it often causes customer fatigue. I’d also like to see less control by the current app store duopoly that would allow for greater customer choice as well as developer ownership.

Where do you think there’s an opportunity for apps / or unmet needs?

Always. I think reducing friction in customer journeys or experiences is incredibly important. If I can use my app to look at my bill and have customer service contact me all through the app – fantastic. Any way that makes people lives easier is always an opportunity (and a challenge).

If you weren’t working in apps what would you be doing?

Anything in product and tech. I love this space and always want to be representing women in the industry. We need more female leaders who are fighting the good fight, showing other women how it’s down and pulling them up alongside them.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

WhatsApp (video calling my parents to so they can see my toddler)

What’s on your Spotify / Music party playlist?

Lots of pop

Any Netflix/ TV show recommendations?

The OA (sadly doesn’t have more than 2 seasons but crazy good)

Is there anything else we should know about you?

Proud mom with daughter and soon-to-be baby boy (July 2022)

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Nicole Castillo appeared first on Business of Apps.

]]> Mick Rigby https://www.businessofapps.com/app-leaders/mick-rigby/ Wed, 20 Jul 2022 09:26:09 +0000 https://www.businessofapps.com/?post_type=appleaders&p=78814 Since graduating, Mick has worked in the advertising and marketing agency world primarily with a strategic and planning responsibility, developing a passion for understanding consumers and how and why they make the decisions they do. Launching a communication planning agency in 2001 gave Mick his first taste for business, leading him to open the doors to Yodel Mobile in 2007 as the first mobile marketing agency, beating the iPhone to the world by a few months. In your own words, what’s your role in the app business right now? My responsibility is to ensure that the company remains at the forefront of the app growth ecosystem and, in doing so, provides the very best service and effective support to every one of our clients. I

The post Mick Rigby appeared first on Business of Apps.

]]> Since graduating, Mick has worked in the advertising and marketing agency world primarily with a strategic and planning responsibility, developing a passion for understanding consumers and how and why they make the decisions they do. Launching a communication planning agency in 2001 gave Mick his first taste for business, leading him to open the doors to Yodel Mobile in 2007 as the first mobile marketing agency, beating the iPhone to the world by a few months.

In your own words, what’s your role in the app business right now?

My responsibility is to ensure that the company remains at the forefront of the app growth ecosystem and, in doing so, provides the very best service and effective support to every one of our clients. I ensure that all the teams have the space to learn, grow and deliver exceptional results whilst supporting them with direction and advice. When I’m in the office, I also end up making the tea for those who want it.

How did you end up working in apps? / get started?

In my previous business, and back in the early noughties, one of my clients – the CEO of a global online dating agency – left to set up a WAP games site that could be accessed through Nokia devices. Soon after he set up the business, he called to ask me if I could help him launch this new mobile site, and thankfully I said yes. It was like the Wild West in the very early days. Still, once Apple launched the App Store and the very first basic MMPs became available, the app ecosystem started to establish itself, and Yodel was best placed to help those foresighted app companies that had a desire to excel and grow.

What are you most excited about in apps right now? (tech, trends, people, verticals)

What excites me are the meetings and conversations with some of the most innovative and passionate entrepreneurs and businesses looking to bring their apps to market or scale them to be the best. It feels like every week there is something new and exhilarating happening.

What other companies in the app space do you rate/ inspire you and why?

The MarTech platforms providing the tools to help the most innovative businesses succeed are an essential part of the current ecosystem. In-app insight, CRM marketing, in-app A/B testing, App Store business intelligence, all these and more give us the ability to understand and communicate with the app users in a way that our team can use to bring their magic to every challenge.

I rate companies that are constantly striving to do things better than the status quo.

What do you like most about working in apps?

I love that I am lucky to work in this incredibly dynamic and ever-changing industry of ours. There is an energy in this ecosystem that I have never experienced anywhere else and working with the smartest marketing, product, and growth people puts a smile on my face every day.

What one thing would you change about the app industry / market?

A handful of businesses dominate the app ecosystem, and history shows that when a few control the direction of a market or industry, it’s a deterrent to innovation from challenger businesses and the brilliant thinking of the adventurous and disruptors. I worry that the monoliths will suck the energy out of the industry and limit the opportunity and desire of great talent to want to join the app and mobile party.

But I take heart that every empire falls eventually.

Where do you think there’s an opportunity for apps / or unmet needs?

Apps are able to rapidly facilitate engagement, connectivity, and personalisation in a global or local context through a mobile device. There really isn’t anything else out there that accomplishes this. I believe that the best uses of this fantastic tool are still yet to be discovered.

If you weren’t working in apps what would you be doing?

This is the most challenging question you could ask me because it’s impossible for me to answer from the head. I can only answer from the heart. I fell into the app industry by chance and I’ve felt lucky every day that I have done so. If I didn’t work in the sector and I was planning the direction I wanted to go, then I know that I would never get where that was.

However, if I followed my heart, I’d want to help right some of the wrongs that inequality hands to many people. Some individuals have never had the chances I was given, and I would want to work in a place where I could make a real difference to level the playing field. Even if it’s for only one or two people, it would be a win in my eyes.

iOS or Android?

i flippin’ O flippin’ S

What app(s) have been most useful to you over the last year?

Evernote, Otter, Citymapper, Dark Sky, BBC Sounds, Spotify, National Rail

What’s on your Spotify / Music party playlist?

Today, Fontains DC, WetLeg, Billy Nomates, Ride & Kraftwerk

Any Netflix/ TV show recommendations?

Pistol on Disney+ ( the story of the Sex Pistols)

Is there anything else we should know about you?

I’m a vegetarian and I believe that test cricket is the finest game in the world.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Mick Rigby appeared first on Business of Apps.

]]> Meagan Martino https://www.businessofapps.com/app-leaders/meagan-martino/ Wed, 13 Jul 2022 09:11:03 +0000 https://www.businessofapps.com/?post_type=appleaders&p=78457 Meagan is currently the Head of Demand for EMEA and the Americas at AppLovin – a leading marketing software company providing developers with a powerful set of solutions to grow their businesses. She was brought over to AppLovin as part of the MoPub acquisition, where she had been working closely with leading demand-side partners (DSPs) and agencies for the past eight years. Her role there, and now at AppLovin, is to cultivate relationships with DSPs as well as to further educate and develop ways to unlock value for agencies and advertisers in the mobile ecosystem. In your own words, what’s your role in the app business right now? My key priority and role in the app business is to support agencies and advertisers, particularly helping

The post Meagan Martino appeared first on Business of Apps.

]]> Meagan is currently the Head of Demand for EMEA and the Americas at AppLovin – a leading marketing software company providing developers with a powerful set of solutions to grow their businesses.

She was brought over to AppLovin as part of the MoPub acquisition, where she had been working closely with leading demand-side partners (DSPs) and agencies for the past eight years. Her role there, and now at AppLovin, is to cultivate relationships with DSPs as well as to further educate and develop ways to unlock value for agencies and advertisers in the mobile ecosystem.

In your own words, what’s your role in the app business right now?

My key priority and role in the app business is to support agencies and advertisers, particularly helping them to tap into the massive opportunity that mobile presents today.

I joined MoPub having taken an interest in understanding how phones, apps, and ads become streamlined with other digital channels, like television. Since then, my goal has been to uncover and develop the solutions to connect the dots so that it all makes sense to myself, my colleagues, and our clients.

How did you end up working in apps? / get started?

I think the reason I was initially drawn into the app space was the programmatic aspect. I liked the idea that we could streamline so many of the manual processes involved in programmatic advertising. Prior to joining the mobile advertising industry, I had been working in a back-office reconciliation role where I had to do a lot of filing and printing – using so much paper for online activity. Through my own research, I discovered the very beginning of what the programmatic world was and could offer, which was automation and real-time solutions, without the need to print.

From there, as desktop solutions started to evolve, the mobile industry became the ‘next frontier’ of how programmatic could continue to scale and automate the buying process that’s happening in advertising. That’s ultimately what landed me at MoPub and, subsequently, AppLovin.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m excited about the constant evolution we’re seeing in apps. For a long time, people talked about the ‘year of mobile’, but its opportunity was never quite cracked in terms of understanding how brands could take advantage of mobile as part of their omni-channel efforts. I think something that has stood the test of time is that people still spend time on their phones, which encourages the evolution of apps – and how apps and people continue to interact with each other.

The way that apps have helped our day-to-day lives is also incredible, whether that’s by entertaining, connecting, getting us from point A to B, or helping us to find, buy, or sell something. With apps continuing to get smarter, I’m excited about where the evolution will lead us, especially considering the integration of new technologies, such as crypto and virtual reality. I think there’s so much more still to come in a space that has already been around for a while.

What other companies in the app space do you rate/ inspire you and why?

I’m always inspired by the work our partners are doing to push the mobile ecosystem forward. Most recently, we announced a partnership with The Trade Desk to bring agencies and advertisers access to AppLovin Exchange (ALX) with the addition of ALX as a supply source to The Trade Desk’s platform. The Trade Desk is doing really great and important work when it comes to prioritizing and enabling identity solutions through its Unified ID 2.0 solution, so we were thrilled to begin working with them and show our support for bringing these efforts to the forefront.

It’s also great to see the launch and scale of Twitter’s Audience Platform on ALX. This was demand exclusive to MoPub prior to the acquisition and, after spending so many years working alongside the Twitter teams internally, it was a major win to see this partnership successfully scale against ALX after the migration.

What do you like most about working in apps?

There are a lot of stories to be told right now in the app space: stories about how people are using apps, the evolution of gaming apps, and how app users (especially gamers) are evolving. The demographic of people using apps and playing mobile games is vastly different than what it once was. This is one thing I like most about working in apps – the idea that the industry is ever-changing and evolving.

By their nature, apps are meant to be refreshed and renewed as society’s needs and wants change. The notion that the app world is always evolving is because there’s always something new and interesting that someone is creating. In other words, there is always a new idea, a new game, or a new way of helping people that can be easily made into an app. And, when you find an app and realize that it actually makes your life better, people (myself included!) appreciate that.

What one thing would you change about the app industry / market?

There’s an important and critical conversation happening right now around how users’ privacy and data are being handled across the advertising landscape. As this dialogue progresses, our goal is to make the conversation more transparent and easier for consumers to understand the data exchange that takes place when they are playing a game or using an app. Only when companies are completely transparent about exactly what data is being exchanged, why, and the value of that exchange, can people decide whether or not they are comfortable with it.

Similar to a response I shared above, the other myth we’re aiming to bust for advertisers and agencies is the idea that mobile gamers aren’t an engaged or valuable audience for them to be paying attention to. With US mobile gaming ad revenues set to reach $6.26 billion this year, the opportunity has never been greater for advertisers and agencies to tap into this diverse and growing market.

Where do you think there’s an opportunity for apps / or unmet needs?

Many advertisers, buyers, and publishers aren’t aware of all of the players involved in the transaction of buying and selling ads. What AppLovin has done with the acquisition of MoPub is truly consolidate what it means to have the SDK footprint for mediation and the app ecosystem. This means that, for the majority of apps that use ads to monetize their experience, they choose AppLovin to help them organize their demand, so they can yield the most from their advertising strategies.

The benefit to publishers is that they have a robust set of tools and a large platform to plug into that already has a huge amount of demand behind it – both for the network and performance side of the business. This means that, not only can they make money but can also continually get access to new users and grow their downloads, which is critical to their long-term survival as app developers.

On the flipside, this is also beneficial for advertisers and agencies. The AppLovin and MoPub acquisition combines more than 140,000 apps across two billion mobile devices into one technology layer, so it directly enables access to buyers who really care about scale, transparency, trust, and clean data signals.

If you weren’t working in apps what would you be doing?

I consider myself an artistic person. If I wasn’t working in apps, I likely would have taken the creative route and done something in printing or book-binding. It’s an incredibly time-consuming but beautiful artform. The organization of type and spacing involved is so tactile – and is the polar opposite of the digital world we live in today.

iOS or Android?

I’m an iOS user, so I’ll go for iOS.

What app(s) have been most useful to you over the last year?

Citi Bike has definitely been one of the most useful apps to me over the last year. The app’s ability to allow me to simply scan a barcode, unlock a bike, jump on it, and go somewhere else still boggles my mind. Particularly living in New York, it gives the mobility and flexibility I need.

What’s on your Spotify / Music party playlist?

I have a playlist for me and my son, so, if you were to look at my Spotify, it would be a combination of the greatest hits from Power Rangers, PAW Patrol, and Ed Sheeran.

Any Netflix/ TV show recommendations?

This is just like the app ecosystem – there’s always something new to discover! I’ve just finished watching Dopesick on Hulu, which has taken me a while to recover from and was incredibly insightful.

Is there anything else we should know about you?

I always love an adtech chat. You can catch me and my colleagues at any of the upcoming industry events.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Meagan Martino appeared first on Business of Apps.

]]> Fabien-Pierre Nicolas https://www.businessofapps.com/app-leaders/fabien-pierre-nicolas/ Wed, 06 Jul 2022 09:08:18 +0000 https://www.businessofapps.com/?post_type=appleaders&p=78047 Fabien-Pierre Nicolas was responsible for SmartNews US growth as Vice-President, US Marketing. Previously he was Vice President of Marketing at App Annie, General Manager of Mobile at Perfect World, and has worked at DeNA West leading the marketing teams to scale mobile hits such as Rage of Bahamut and Marvel War of Heroes. He holds an M.B.A and B.A. from Grenoble School of Management in France. In your own words, what’s your role in the app business right now? Mentor rising stars, advise SmartNews and scale my new business. How did you end up working in apps? / get started? I got started back in 2010 at Ubisoft publishing some of their first mobile apps but my true mobile career only started in late 2011

The post Fabien-Pierre Nicolas appeared first on Business of Apps.

]]> Fabien-Pierre Nicolas was responsible for SmartNews US growth as Vice-President, US Marketing. Previously he was Vice President of Marketing at App Annie, General Manager of Mobile at Perfect World, and has worked at DeNA West leading the marketing teams to scale mobile hits such as Rage of Bahamut and Marvel War of Heroes. He holds an M.B.A and B.A. from Grenoble School of Management in France.

In your own words, what’s your role in the app business right now?

Mentor rising stars, advise SmartNews and scale my new business.

How did you end up working in apps? / get started?

I got started back in 2010 at Ubisoft publishing some of their first mobile apps but my true mobile career only started in late 2011 when I joined DeNA, a Japanese mobile gaming giant to help scale their business in the West from $150k to $15 M in monthly revenues in less than 18 months.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The mobile app ecosystem was all about performance marketing for the last 10 years. Apple ended that with their ATT framework and “privacy first” messaging to serve their own business goals (damage Google and Facebook ad businesses, scale Apple Search Ads revenues). This is giving a chance to all other marketers to prove their worth.

What other companies in the app space do you rate/ inspire you and why?

I am truly always inspired by Spotify’s capability to beautifully execute on 2 business models (ad-driven and subscription) at a global scale. Beyond Spotify, Robinhood is another awesome consumer/product-driven app I love as well. Finally, since I come from mobile games, kudos to the Diablo Immortal team at Activision-Blizzard: it was a flawless execution for mobile F2P of a perennial hit for PC.

What do you like most about working in apps?

How fast this space is changing and how adaptable 99% of the people are, I love learning and I’m learning a lot from my teams and my peers in this ecosystem.

What one thing would you change about the app industry / market?

More diversity and inclusion especially when it comes to events/speaking opportunities and leadership position. This observation and frustration about how slow change is had me start a Diversity and Inclusion Platform, check it out at here!

Where do you think there’s an opportunity for apps / or unmet needs?

I wish non-profit leaders had a great mobile-first app to manage their good local causes. If my new venture doesn’t work out, it’s my next venture.

If you weren’t working in apps what would you be doing?

Working in politics probably to try to create more equality.

iOS or Android?

Android 200%

What app(s) have been most useful to you over the last year?

LinkedIn

What’s on your Spotify / Music party playlist?

Reggaeton

Any Netflix/ TV show recommendations?

No, but a podcast one: Wicked Game.

Is there anything else we should know about you?

I am a lifelong feminist thanks to my mom and campaigned for 3 female presidential candidates (always lost either at primaries or general elections) in 2 countries.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Fabien-Pierre Nicolas appeared first on Business of Apps.

]]> Shalini Devji-Jethwa https://www.businessofapps.com/app-leaders/shalini-devji-jethwa/ Wed, 29 Jun 2022 08:17:43 +0000 https://www.businessofapps.com/?post_type=appleaders&p=77606 Shalini is a passionate marketer and has spent over ten years working for a number of leading SaaS companies. Her expertise spans demand generation, PR, content strategy, field and digital marketing. Currently, she oversees the UK and European marketing division at MoEngage. In your own words, what’s your role in the app business right now? My role at MoEngage enables me to speak to a range of app-based businesses, which are looking to grow and retain their customer base. With the support of my team, we are always looking to provide insights, best practices, and guides – whether as content, events, or webinars – to app owners in order for them to engage and retain their customers by helping them get insights into customer behaviour.

The post Shalini Devji-Jethwa appeared first on Business of Apps.

]]> Shalini is a passionate marketer and has spent over ten years working for a number of leading SaaS companies. Her expertise spans demand generation, PR, content strategy, field and digital marketing. Currently, she oversees the UK and European marketing division at MoEngage.

In your own words, what’s your role in the app business right now?

My role at MoEngage enables me to speak to a range of app-based businesses, which are looking to grow and retain their customer base. With the support of my team, we are always looking to provide insights, best practices, and guides – whether as content, events, or webinars – to app owners in order for them to engage and retain their customers by helping them get insights into customer behaviour.

How did you end up working in apps? / get started?

It happened quite naturally once I entered the SaaS space. During the rise of the app market, I wanted to join a company which is focused on helping brands build deep relationships with customers across all channels, including apps. And that’s why I’m so excited about what I do at MoEngage, a Customer Engagement Platform.

What are you most excited about in apps right now? (tech, trends, people, verticals)

There is so much to be excited about!

  • Brands using AR & VR – the opportunities are endless here for apps.
  • Mobile Commerce – COVID showed how important this is for businesses to survive.
  • The rise of foldable screens and how brands can use this to enhance customer experience.
  • Use of data – brands cannot be complacent when it comes to the customer journey on their apps. They have to ensure the onboarding and overall experience are personalised. I’m hearing more and more about how brands are now investing in this area.

What other companies in the app space do you rate/ inspire you and why?

If I had to pick a specific app, it would be the likes of Revolut. I’m generally drawn to apps which make my life easier.

What do you like most about working in apps?

How dynamic and fast-paced it is. Things are always evolving and changing and it’s exciting to be a part of this.

What one thing would you change about the app industry / market?

More accurate use of data and customer insights by apps in relation to the customer experience and interaction. There is so much data available which can be used for better onboarding and understanding the customer and their preferences. Having that deeper understanding would mean less churn and uninstalls and increased ROI for sure.

Where do you think there’s an opportunity for apps / or unmet needs?

Apps which meet society’s needs around issues such as climate change, zero-waste, etc. are yet to gain mainstream popularity and there’s a huge opportunity for an app to break through.

If you weren’t working in apps what would you be doing?

I’d probably be in movie production, events or would have gone on to become a teacher.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Gmail, NEST, Slack, Revolut and Atom Learning (more for my daughter than me)

What’s on your Spotify / Music party playlist?

A lot of Hip-Hop and Bollywood

Any Netflix/ TV show recommendations?

Chef’s Table for the foodies, along with This is Us and Stranger Things

Is there anything else we should know about you?

I’m a big believer in passing down learnings to those who are looking to break into the tech space and always happy to provide mentorship.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Shalini Devji-Jethwa appeared first on Business of Apps.

]]> James Wylie https://www.businessofapps.com/app-leaders/james-wylie/ Thu, 23 Jun 2022 08:21:50 +0000 https://www.businessofapps.com/?post_type=appleaders&p=76788 James began his career working on the ground floor before university, in the factory environment manufacturing the credit cards for American Express, and doing this throughout his studies. Post university, with a degree accredited by the British Computer Society in Business Information Systems, he has been in the American Express mobile app team for 10 years and now leads their international app team, supported by a great team of product managers. In your own words, what’s your role in the app business right now? I look after the international mobile app at American Express. Amex operates in 21 international markets outside the US. My team of product managers and I look to develop features and functionalities for these markets as well as bring US app

The post James Wylie appeared first on Business of Apps.

]]> James began his career working on the ground floor before university, in the factory environment manufacturing the credit cards for American Express, and doing this throughout his studies. Post university, with a degree accredited by the British Computer Society in Business Information Systems, he has been in the American Express mobile app team for 10 years and now leads their international app team, supported by a great team of product managers.

In your own words, what’s your role in the app business right now?

I look after the international mobile app at American Express. Amex operates in 21 international markets outside the US. My team of product managers and I look to develop features and functionalities for these markets as well as bring US app features to our international business. We partner with product, design, engineering and marketing colleagues around the globe, as well as stakeholders across the business globally to bring digital journeys to life for our customers.

How did you end up working in apps? / get started?

Having studied business information systems at university, I had always wanted to be part of a role and team that put my studies into practice. Having joined the Amex mobile team in 2012 when apps were still in their infancy, I’ve been part of it ever since. The team and space have grown massively in this time.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I love it when new capabilities or features are released that allow us as a digital servicing team to develop functionality that will make customers’ lives easier and also benefit me as a customer/user! Things like iOS12 autofill for one-time passcodes is one example that makes an inevitable task completely redundant by optimising the efficiency and removing extra steps for the user. Seeing the newest devices and operating systems constantly being updated and refined and making us think how we can best utlize these newest technologies make working in the industry really exciting.

What other companies in the app space do you rate/ inspire you and why?

We’re often compared (both by customers, and myself as an employee and customer!) with both the fintechs/startups and established brands. It’s great to see how brands with a similar industry, yet different business model and scope are able to offer varying approaches to a familiar challenge. The fintechs in particular do a great job of offering app-first digital servicing. Seeing how they also vary their approach to marketing communications and app store messaging is also really interesting, e.g. a more business-like tone vs a conversational tone. I always read through the ‘what’s new’ sections in each of the app updates to see how they approach communication style.

What do you like most about working in apps?

For my role in particular, getting to work with 21 different countries and people from around the globe is the main part I love about my role. Being able to work with teams from all corners of the globe and seeing how the app proposition varies from market to market. The apps themselves are as varied as the cultures that they support. Getting to then identify opportunities and bring new features to life and seeing the app store ratings come in is great. I would highly recommend Amex for this as a great place to learn and develop!

What one thing would you change about the app industry / market?

Content and translation management, not just for an app, but any digital channel can be a challenge when working across many regions and locales. An efficient way to support this, not just for our mobile engineers/product owners, but also to make lives easier for our broader colleagues who aren’t part of the mobile team but are involved in the development and localisation process. Approaching this with a broader mindset of not just app as a channel, but multichannel is something I’m looking to refine and optimize.

Where do you think there’s an opportunity for apps / or unmet needs?

There are unmet needs that vary both locally at an individual market/region level and more broadly at a global level. Addressing this is what my team and I strive to improve on everyday. On the broader level, having a greater set of functionality to make the app the go to channel for your self-servicing needs is the wider aim for us. There will always be cases where a customer would prefer the peace of mind of chatting with customer services, but for many interactions, customers prefer the option of self-servicing through the mobile app. Addressing this in a sustainable manner and catering for multiple markets makes the challenge both a simple in theory concept, but a challenge to implement in practicality. Bridging the gap between broader global needs and local needs is also one I’m interested in seeing the opportunity in, e.g. adjusting the experience based on where the user originated from to where they are going to (such as while travelling).

On a more personal interest level, I’m very curious in which way the wearable space will head and how it will change. It will be really interesting to see how these latest computers that we take with us will transform how we interact with the world and brands in the way that mobiles have done.

If you weren’t working in apps what would you be doing?

I very much enjoy the breadth of the industry I’m in, but if I were to work in something non-app related, a friend and I started a sustainable fashion brand. So potentially that, or if I had to completely restart, I’ve always found history interesting. So, maybe something in that field.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Slack, MapMyRun, Duolingo

Any Netflix/ TV show recommendations?

James May – our man in Japan

Is there anything else we should know about you?

Come say hey if you see me at any industry events!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post James Wylie appeared first on Business of Apps.

]]> Krunal Panchal https://www.businessofapps.com/app-leaders/krunal-panchal/ Thu, 16 Jun 2022 08:49:29 +0000 https://www.businessofapps.com/?post_type=appleaders&p=76967 Krunal has been programming since the age of 11. Coding never really bored him and that’s why he made it his profession at an early stage. He is so fascinated by the field that he established a company, Groovy Web, where tech junkies like him can work and prosper. In this journey, along with tech skills, he has also learned and picked up various managerial and marketing skills that have helped him and his company grow into what they are today. In your own words, what’s your role in the app business right now? Well, I am a CEO and Technical Architect with 12+ years of experience. I have hands-on experience with using various technologies and frameworks for building end-to-end solutions. However, these days I

The post Krunal Panchal appeared first on Business of Apps.

]]> Krunal has been programming since the age of 11. Coding never really bored him and that’s why he made it his profession at an early stage. He is so fascinated by the field that he established a company, Groovy Web, where tech junkies like him can work and prosper. In this journey, along with tech skills, he has also learned and picked up various managerial and marketing skills that have helped him and his company grow into what they are today.

In your own words, what’s your role in the app business right now?

Well, I am a CEO and Technical Architect with 12+ years of experience. I have hands-on experience with using various technologies and frameworks for building end-to-end solutions. However, these days I am more focused on the growth of my company and bringing some serious revolution but I play with programming from time to time, just for old time’s sake.

How did you end up working in apps? / get started?

After realizing I wanted to build my career in the tech industry, I started gaining professional experience. At that time, mobile applications were the new tech in the market, and apparently, every industry wanted a taste of that as mobile apps are user-friendly and easily accessible from anywhere. Hence, I built a team and pushed ourselves into building custom mobile apps for all industries.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am so much in awe of the fact that a mobile app can do almost everything, be it banking, purchasing, selling, delivery, entertainment, socializing, consultancy, health and fitness, event management, and whatnot. In a nutshell, you can do everything using a mobile app including finding the right life partner. But, more than that, I am happy that my team is contributing and playing a vital role in bringing revolution to the world.

What other companies in the app space do you rate/ inspire you and why?

There are several companies we look up to and get inspiration from. We got technical skills and I can vouch for that. But, when it comes to business and brand awareness, it is important that we keep learning stability from companies that have been in the market for a longer and have witnessed multiple trends, and rapid growth tactics from companies that have been recently founded but are already trending.

What do you like most about working in apps?

I like that we have the ability to transform our clients’ requirements and their ideas into a high-functioning mobile apps which will probably help them earn more customers and revenue.

What one thing would you change about the app industry / market?

I believe that when it comes to building mobile applications, there should be transparency and users should be made aware of all the options that can help them build an app. There should always be a win-win situation.

Where do you think there’s an opportunity for apps / or unmet needs?

I feel that there are some areas of IoT, AI, Blockchain, and AR/VR that are yet to be explored. As for Groovy Web, we might be soon bringing something into the market related to EVs.

If you weren’t working in apps what would you be doing?

I love playing cricket. If I had not fallen for coding, then I would definitely be playing cricket professionally or would have opened my own gym.

iOS or Android?

Both

What app(s) have been most useful to you over the last year?

Gmail, Good Day, Slack, Skype, WhatsApp, Stocks, Notes, Numi

What’s on your Spotify / Music party playlist?

Motivation, Focus, EDM Trance, and Indian Classic

Any Netflix/ TV show recommendations?

Startup, Search WWW, The Big Bang Theory

Is there anything else we should know about you?

Well, I am not just a techie. I spread my time equally between my family, my work, and myself. I am huge believer in the work-life balance.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Krunal Panchal appeared first on Business of Apps.

]]> Mike Rhodes https://www.businessofapps.com/app-leaders/mike-rhodes/ Wed, 08 Jun 2022 09:30:12 +0000 https://www.businessofapps.com/?post_type=appleaders&p=76414 Award-winning consultancy manager, Mike has led teams at Experian, SAS, Swrve and OtherLevels before creating ConsultMyApp over 5 years ago. A data-focused techie with a passion for applying technology to everyday business challenges. In your own words, what’s your role in the app business right now? CEO and Founder – essentially providing support to the team where needed and ensuring we’re heading in the right direction. How did you end up working in apps? / get started? My first venture into the app world came about when I setup the EMEA office for a Mobile CRM vendor alongside another old Experian colleague. From there, my passion for all things mobile grew. What are you most excited about in apps right now? (tech, trends, people, verticals)

The post Mike Rhodes appeared first on Business of Apps.

]]> Award-winning consultancy manager, Mike has led teams at Experian, SAS, Swrve and OtherLevels before creating ConsultMyApp over 5 years ago. A data-focused techie with a passion for applying technology to everyday business challenges.

In your own words, what’s your role in the app business right now?

CEO and Founder – essentially providing support to the team where needed and ensuring we’re heading in the right direction.

How did you end up working in apps? / get started?

My first venture into the app world came about when I setup the EMEA office for a Mobile CRM vendor alongside another old Experian colleague. From there, my passion for all things mobile grew.

What are you most excited about in apps right now? (tech, trends, people, verticals)

The most exciting thing about the mobile app industry is the first sign of it evolving into a mature market, and away from the chaos and unstructured arena it used to be.

What other companies in the app space do you rate/ inspire you and why?

We have some great mobile marketing peers in the London scene, and it’s great to see so much activity going on in this tech hub! There are quite a few cool apps we work with, and it wouldn’t be fair to call just one of them out, but needless to say inspiration is never far away…

What do you like most about working in apps?

The app space is constantly evolving, and this makes it particularly exciting for someone who thrives on learning new skills. New tech, new O/S features, algorithm changes in the app stores, applying tried and tested data science principles to the land of mobile – the list is endless and this has to be a driver for many of the talented people we have in this space.

What one thing would you change about the app industry / market?

I’d love to see greater diversity – people from every background have a part to play in this ecosystem, so the more diversity the better as far as I’m concerned.

Where do you think there’s an opportunity for apps / or unmet needs?

We’re already seeing it happening, but there is a great need across the industry for true “enterprise” marketing platforms that aren’t just widgets or data providers.

If you weren’t working in apps what would you be doing?

That’s an easy one – music. I’m a classically trained musician, and spent my earlier years teaching kids at a music shop in Oldham. I’d love to get back into the music scene as it’s a great outlet and works wonders for your wellbeing!

iOS or Android?

Android

Is there anything else we should know about you?

Nothing in particular, other than if you do see me out and about at an event, please don’t hesitate to come and find me as I’ll happily chat about pretty much anything!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Mike Rhodes appeared first on Business of Apps.

]]> Shad Alter https://www.businessofapps.com/app-leaders/shad-alter/ Thu, 26 May 2022 08:28:38 +0000 https://www.businessofapps.com/?post_type=appleaders&p=76141 Growth marketer with over 10 years of experience in the online advertising space, Shad is currently the Head of Mobile UA at eToro, focusing on both app promotion and ASO. Prior to eToro, he was a project manager at IronSource, managing strategic partnerships and building the media buying team at Supersonic. In your own words, what’s your role in the app business right now? As eToro operates in a highly niche vertical, namely finance/investing, it’s my job to assess and analyze the relevant channels and ad units that would bring us high ROI. We always have the user in mind and A/B test multiple funnels in order to get our app in front of the right users. How did you end up working in apps?

The post Shad Alter appeared first on Business of Apps.

]]> Growth marketer with over 10 years of experience in the online advertising space, Shad is currently the Head of Mobile UA at eToro, focusing on both app promotion and ASO. Prior to eToro, he was a project manager at IronSource, managing strategic partnerships and building the media buying team at Supersonic.

In your own words, what’s your role in the app business right now?

As eToro operates in a highly niche vertical, namely finance/investing, it’s my job to assess and analyze the relevant channels and ad units that would bring us high ROI. We always have the user in mind and A/B test multiple funnels in order to get our app in front of the right users.

How did you end up working in apps? / get started?

I worked at Supersonic who were the pioneers in the rewarded/offerwall space during the boom of the gaming vertical. I immediately got emerged into the developer mindset and got exposed to the strategies of major gaming developers such as Rovio, KING and EA on both the monetization and acquistion fronts.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am most excited about ASO. I think ASO should be seen as Organic User Acquisition and should be treated as highly as paid UA espeically in light of the changes to user privacy. The recent changes to Apple and Google custom product pages is an amazing step in giving the user a more relavant browsing experience by showing different product pages per user interest.

What other companies in the app space do you rate/ inspire you and why?

We work closely with our MMPs such as AppsFlyer and have been involved with many of their products during beta testing. I consider them leaders in the attribution field. Personally, there is a big rise in the move to earn vertical with apps that reward you for exercising, making health a fun and attractive activity. I have been using an app called Stepn for this.

What do you like most about working in apps?

The fact that there is an app for everything and everyone makes it much more interesting to find and market your products to particular types of people.

What one thing would you change about the app industry / market?

The amount of fraud/bots is astounding. We just take it for granted that fraud is part of the ecosytem, but the amount of damage and costs to advertisers is painful.

Where do you think there’s an opportunity for apps / or unmet needs?

Apps should do more to try predict human behaviour to make it a much more integral part of a user’s daily usage. Waze for example asks “if I am going home” when I turn it on at a particular time of the day which makes it very convenient for me.

If you weren’t working in apps what would you be doing?

Day Trader or Investor

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Waze, Headspace

What’s on your Spotify / Music party playlist?

The Killers, Mumford and Sons

Any Netflix/ TV show recommendations?

Better call Saul

Is there anything else we should know about you?

I am a huge advocate of the blockchain/Crypto space and have been involved in some projects since 2016. Everyone should own some Bitcoin and get involved in the next era of technology.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Shad Alter appeared first on Business of Apps.

]]> Lior Eldan https://www.businessofapps.com/app-leaders/lior-eldan/ Thu, 19 May 2022 09:32:37 +0000 https://www.businessofapps.com/?post_type=appleaders&p=75642 Lior is on a mission to turn online mobile marketing into a science, leveraging his entrepreneurial skills and intense background as a Marketing Engineer. Lior is in charge of delivery and makes sure everything operates smoothly and to our clients’ satisfaction. Lior specializes in ASO and mobile media and has an immense experience in these fields. Prior to Moburst, Lior served as the Online Marketing Director at an international leader in the online reputation management industry, responsible for online media and growth. He has also held various marketing-related roles, specializing in search results and rankings and building the online reputation for key business leaders and companies. Lior holds a Bachelor of Science degree in Industrial Engineering from Tel Aviv University. In your own words, what’s

The post Lior Eldan appeared first on Business of Apps.

]]> Lior is on a mission to turn online mobile marketing into a science, leveraging his entrepreneurial skills and intense background as a Marketing Engineer. Lior is in charge of delivery and makes sure everything operates smoothly and to our clients’ satisfaction. Lior specializes in ASO and mobile media and has an immense experience in these fields. Prior to Moburst, Lior served as the Online Marketing Director at an international leader in the online reputation management industry, responsible for online media and growth. He has also held various marketing-related roles, specializing in search results and rankings and building the online reputation for key business leaders and companies. Lior holds a Bachelor of Science degree in Industrial Engineering from Tel Aviv University.

In your own words, what’s your role in the app business right now?

As an agency owner, I’m constantly working on solving our client’s marketing challenges, which gives me a good grasp of what’s available in the industry and how can we do better to serve our clients. Since our clients tend to be some of the biggest brands in the world, which rely on us for their app marketing, I get to make a difference in how app marketing is done, and work with our partners in the mobile ecosystem to make it better.

How did you end up working in apps? / get started?

I knew I wanted to get into mobile when it was “the next big think” so I went to consult with Gilad (which I knew from the army) who was deep in that space, and yada yada yada we founded Moburst together 🙂

What are you most excited about in apps right now? (tech, trends, people, verticals)

Custom product pages on iOS – I think this will be huge in terms of app marketers’ ability to optimize their different app funnels, and create different messaging for different audiences. Plus this is an opportunity to test creative strategies, especially post-SKAD, which doesn’t allow for creative tracking. Native iOS testing – we do a ton of A/B testing for our clients, and up until now the only way to A/B test on iOS was through third party tools; Apple has finally released native iOS testing so we can run tests on real organic traffic (and for free!)

What other companies in the app space do you rate/ inspire you and why?

I’m also excited to see how the industry evolves around different solutions post-iOS 14.5, such as Appsflyer’s SSOT (Single Source of Truth), which I think are generally doing a great job with shipping new products to market, or new entrants, such as Incrmntl, that offer a different way to look at what’s going on (through incrementality)

What do you like most about working in apps?

The fact that it’s data-driven field but at the same time very dynamic and fast-paced, which keeps us on our heels to be at the top of what’s going on and how can we leverage it for the benefit of our clients.

What one thing would you change about the app industry / market?

I would love to see Google and Apple give marketers more tools and data to work with, I think it’s a trend that has started with custom product pages but there is still a lot to be done (and still without violating user privacy).

Where do you think there’s an opportunity for apps / or unmet needs?

I think the industry is still looking for more solutions to deal with the post-IDFA world.

If you weren’t working in apps what would you be doing?

Probably doing something around digital marketing.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Twitter

What’s on your Spotify / Music party playlist?

Infected Mushroom, The Prodigy, System of a Down etc.

Any Netflix/ TV show recommendations?

I recently binged “14 peaks” which I found quite inspiring.

Is there anything else we should know about you?

I just had my 3rd kid born last week 👶👶👶

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Lior Eldan appeared first on Business of Apps.

]]> Gilad Bechar https://www.businessofapps.com/app-leaders/gilad-bechar/ Wed, 11 May 2022 09:43:40 +0000 https://www.businessofapps.com/?post_type=appleaders&p=75560 Gilad Bechar has been building brands for 14 years. I’ve learned how to best achieve growth from being a few years in senior roles on the brand side, agency side, consultancy side, media side and startups. I’ve also served as a mentor & mobile expert at Microsoft Accelerator, and leading the mobile marketing and social media courses at Tel-Aviv University. In your own words, what’s your role in the app business right now? I lead Moburst which is the fastest growing digital mobile-first agency. In the past 8 years, I’ve worked on the biggest category leaders of mobile apps including Google, YouTube, Uber, Discovery, Robinhood, Playtika, Dropbox, Samsung, and many others. I’ve helped those companies from strategy to execution of their mobile funnel from creative

The post Gilad Bechar appeared first on Business of Apps.

]]> Gilad Bechar has been building brands for 14 years. I’ve learned how to best achieve growth from being a few years in senior roles on the brand side, agency side, consultancy side, media side and startups. I’ve also served as a mentor & mobile expert at Microsoft Accelerator, and leading the mobile marketing and social media courses at Tel-Aviv University.

In your own words, what’s your role in the app business right now?

I lead Moburst which is the fastest growing digital mobile-first agency. In the past 8 years, I’ve worked on the biggest category leaders of mobile apps including Google, YouTube, Uber, Discovery, Robinhood, Playtika, Dropbox, Samsung, and many others.

I’ve helped those companies from strategy to execution of their mobile funnel from creative to organic and paid, growth hacking and product optimization.

How did you end up working in apps?

In my second marketing role, I was in charge of promoting the brand’s apps back in 2010, and I saw how different it was from promoting any other web-based product. I saw that the best practices are very different, and most companies treat it exactly like other digital products which is the wrong way to go.

After I got 5,000% growth with those apps by testing many different directions, I knew I figured something that others haven’t yet, and I decided to grow my career in this direction.

What are you most excited about in apps right now?

I just love the pace of everything moving so quickly and changing all the time. This is a super dynamic industry and there is a lot of innovation everywhere pushing the limits of mobile, performance, transparency, and engagement to a whole new level.

What other companies in the app space do you rate/ inspire you and why?

I think TikTok is a brilliant app and by working with their team very closely as we are a TikTok key agency, we get an amazing level of support from super talented people who really read the map of mobile like very few companies out there.

What do you like most about working in apps?

I really like the diversity, I can find myself working on 15 different projects per week, each one belongs to different verticals and each of them solves a very different problem for their customers.

What one thing would you change about the app industry?

The one change that I would do is to better regulate both Apple and Google. I’ve witnessed so many cases of startups that are pulled off from the App Store or Google Play Store for technical reasons and losing millions of dollars without any heads up or any good reason. I saw companies missing one line in their terms of service or privacy guidelines, not getting any approval issues for months, and then without any previous notice being punished and getting three weeks “off” from the App Store which is crazy and there is no cure but waiting for Apple or Google to come back.

If you weren’t working in apps what would you be doing?

I would definitely be involved with people, I love connecting and understanding different perspectives of human psychology.

iOS or Android?

iOS

Any Netflix/ TV show recommendations?

Black Mirror

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Gilad Bechar appeared first on Business of Apps.

]]> Mike Peralta https://www.businessofapps.com/app-leaders/mike-peralta/ Tue, 19 Apr 2022 13:35:12 +0000 https://www.businessofapps.com/?post_type=appleaders&p=74615 Mike Peralta is the VP and GM of Marketing Solutions, a division of T-Mobile USA. He is responsible for driving T-Mobile’s growing advertising, measurement, and insights business. Mike has over 20 years of extensive domestic and international experience in technology and media. He has served in a variety of executive roles across publishing and advertising technology in companies like Criteo, AudienceScience, MediaMath, AOL, Advertising.com, and Future PLC. He holds a BS degree in Environmental and Civil Engineering from Rensselaer Polytechnic Institute and has done graduate work in Management and Public Policy at New York University. In your own words, what’s your role in the app business right now? As the VP and GM of Marketing Solutions, I am building and driving the growth of our advertising technology business,

The post Mike Peralta appeared first on Business of Apps.

]]> Mike Peralta is the VP and GM of Marketing Solutions, a division of T-Mobile USA. He is responsible for driving T-Mobile’s growing advertising, measurement, and insights business. Mike has over 20 years of extensive domestic and international experience in technology and media. He has served in a variety of executive roles across publishing and advertising technology in companies like Criteo, AudienceScience, MediaMath, AOL, Advertising.com, and Future PLC.

He holds a BS degree in Environmental and Civil Engineering from Rensselaer Polytechnic Institute and has done graduate work in Management and Public Policy at New York University.

In your own words, what’s your role in the app business right now?

As the VP and GM of Marketing Solutions, I am building and driving the growth of our advertising technology business, which is powered by T-Mobile mobility data. Mobility data is sometimes thought of or referred to as “movement” data, but it’s being redefined in advertising as the nexus of mobile and addressability. To us, mobility data is app ownership and app engagement data that can be used for valuable app insights, as well as segmented into behavioral personas for targeting based on interest and intent categories.

How did you end up working in apps?

I’ve always been a big believer in mobile and apps, but during my time as Executive Vice President at Criteo in 2018, I became much more involved in the ecosystem. This was fast-tracked even more after Criteo acquired Manage, an app install advertising solution, to complement its existing app business. I’ve been hooked ever since.

The reality is that most brands and agencies are still heavily focused on desktop and TV advertising. But apps are clearly the future. I know we’ve been calling it the “Year of Mobile” for quite some time, but it’s truly upon us now—and the data proves it. If marketers don’t already have an app-first strategy, they’re going to regret it very soon.

What are you most excited about in apps right now?

I’m obviously very excited about our key differentiator, which is T-Mobile mobility data. Mobility data is app engagement behavior data from the T-Mobile network. In our consumer-privacy-focused world, it’s important to note that mobility data is a privacy-compliant data source. It does not include any precise location or cell tower data, call records or other sensitive data. And while it’s based on app ownership and app engagement data, mobility data does not include any data on specific activities within apps. With US consumers spending over four hours per day on their mobile devices, our massive panel of data about app ownership and app engagement provides real insight into user behavior and intent.

I’m also excited about a new app insights product that we’re developing. It’s going to be a real game changer for any marketer that’s looking to gain a competitive edge. We’ll be able to provide rich insights into app ownership, installation, and growth. It’s really an incredible look into the behaviors and usage for apps used on the T-Mobile network.

What other companies in the app space do you rate/ inspire you and why?

I’ve been keeping a close eye on Skillz, which is a leading mobile games platform that’s helping to transform that vertical. In addition to helping developers build multi-million-dollar franchises, they are clearly one of the most innovative companies in the mobile gaming space. I expect to see more big things from them in 2022.

I also love the UI/UX of The Weather Channel app and I definitely find myself using it more these days, especially as travel continues to pick back up. Lastly, it’s hard to not mention a few of the dominant innovators in the app space: Uber, Amazon, and TikTok. Those are companies that clearly have that app-first strategy that I mentioned earlier.

What do you like most about working in apps?

I really enjoy the pace, the constant innovation, and, of course, the underlying technology behind mobile advertising and the mobile app ecosystems. From a career perspective, both ad tech and the in-app industry are always changing and that keeps me on my toes. I’m someone who’s always open to change and new challenges, so it’s a fitting convergence of two industries for me. Plus, from a personal standpoint, I’m using apps all day every day just like everyone else. From The Weather Channel to Lyft to GrubHub to Resy to HBO Max, we’re always on the go—and mobile devices and our favorite apps help keep us connected.

What one thing would you change about the app industry?

In some of my conversations with fellow app leaders, I hear about a desire for one agnostic app store. But I personally prefer healthy competition. Over the next few years, I’d like to see a few more open and transparent marketplaces, instead of a world that is dominated by one or a few.

If you weren’t working in apps what would you be doing?

My educational background is in civil engineering, so I’d most likely be building bridges. While most people think engineers sit at a computer all day and do calculations, there’s also a technical and design aspect, as well as on-site project management and problem solving. I’d be remiss if I didn’t think that my civil engineering background had a positive impact on my career trajectory in media and advertising.

iOS or Android?

Android.

Any Netflix/ TV show recommendations?

I’m probably a little late to the party on this one, but I recently discovered “Dark” on Netflix. It’s a fantastic German science fiction thriller about time travel and various mysterious disappearances. For anyone that hasn’t seen it, I don’t want to give away too much. But I highly recommend it.

What’s on your Spotify or music party playlist?

I’m a big fan of music in general, but I have a soft spot for 1960’s jazz and jazz piano. Miles Davis, John Coltrane, McCoy Tyner, and Dave Brubeck are some of my all-time favorites. I also recently came across a great jazz playlist called “Yoshi’s: A Living Relic” on Spotify. It was curated by the Oakland Museum of California. That said, when I need something a little louder, I’m not afraid to turn on some classic Metallica.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Mike Peralta appeared first on Business of Apps.

]]> Alexandre Pham https://www.businessofapps.com/app-leaders/alexandre-pham/ Tue, 12 Apr 2022 13:40:45 +0000 https://www.businessofapps.com/?post_type=appleaders&p=74442 Alexandre Pham is Vice President, EMEA at mobile marketing platform Adjust. Based in Berlin, he oversees Sales and Partnerships for the EMEA region. He is responsible for new business revenue, pipeline and strategic partnerships across all key markets. He’s been involved in the mobile ad-tech scene for the past 10 years and prior to his current role, he built up his knowledge about mobile and the programmatic space by heading up several business units at Applift including retargeting, platform solutions and creative services. In your own words, what’s your role in the app business right now? As Vice President EMEA at Adjust, my role involves making sure marketers across Europe have the right sets of tools to develop their businesses, measuring ROI of their performance marketing efforts

The post Alexandre Pham appeared first on Business of Apps.

]]> Alexandre Pham is Vice President, EMEA at mobile marketing platform Adjust. Based in Berlin, he oversees Sales and Partnerships for the EMEA region. He is responsible for new business revenue, pipeline and strategic partnerships across all key markets. He’s been involved in the mobile ad-tech scene for the past 10 years and prior to his current role, he built up his knowledge about mobile and the programmatic space by heading up several business units at Applift including retargeting, platform solutions and creative services.

In your own words, what’s your role in the app business right now?

As Vice President EMEA at Adjust, my role involves making sure marketers across Europe have the right sets of tools to develop their businesses, measuring ROI of their performance marketing efforts and ultimately helping them grow their apps. On a daily basis, my team and I are connecting with advertisers to deliver the best solutions according to their needs and spread the awareness of our product among the mobile community. Our growth is tied to our clients’ growth which is why we want to act as their go-to partner when it comes to app marketing.

How did you end up working in apps?

I studied computer science when the App Store was just making its debut, and I also developed my own apps on Android in the early days of the platform. Shortly after, I moved to Berlin which had a booming startup scene at the time, especially around mobile app marketing. I decided to dig deeper into the mobile ecosystem and joined a startup from the HitFox Group which was already involved with app marketing. It’s fascinating to see how things have evolved since that period.

What are you most excited about in apps right now?

I’m really excited about apps that touch every aspect of our daily life and that are delivering multiple services – so-called super apps. These apps have a main purpose and value for users but then are expanding into other use cases, such as banking or entertainment apps which have adopted other purposes including personal finance, crypto, gaming. One area in the app space which I find particularly interesting is wellbeing e.g meditation and coaching apps. The app ecosystem is driving innovation in health which is changing people’s lives for the better.

What other companies in the app space do you rate/ inspire you and why?

I’ve been impressed by Netflix for the past decade, pivoting from delivering physical products to becoming the streaming and entertainment platform we know now. They are making big moves into the booming gaming industry and that’s extremely strategic given the consolidation happening all around this industry.

Uber is another great example – starting as a high-quality chauffeur service and now being part of our everyday life (almost) with Food Delivery, Commerce and perhaps Banking with their latest development. Apps delivering multiple services and have used their success to expand from their original value proposition really inspire me.

What do you like most about working in apps?

The app industry is growing rapidly, with loads of innovations having a significant and positive impact on society. There is a very social aspect to apps, they help people create and engage with each other when well used. Some apps like TikTok can take over a market in a matter of years and convince brands to invest in them to reach new audiences. Connected TV Apps will also follow the same growth pattern. Quick commerce apps are another example, they’ve grown dramatically in the past 18 months. Apps have huge potential to disrupt all aspects of our lives, hopefully for the better!

What one thing would you change about the app industry?

There are currently numerous developments around user privacy and regulations both internationally and regionally – which is great for consumers. I’m wishing for an even stronger alignment between governments / policy makers, tech companies and platforms in general.

If you weren’t working in apps what would you be doing?

I would definitely be involved with people, I love connecting and understanding different perspectives of human psychology.

iOS or Android?

Android – I enjoy the user experience, particularly the openness of the platform and the quality of the devices. iOS is a great platform and I’m not closed-minded so things can change quickly just like in the mobile industry!

Any Netflix/ TV show recommendations?

I’ve enjoyed watching the three seasons of Dark – it’s a German sci-fi thriller with some pretty mind-twisting moments. Westworld also kept my brain awake for a while.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Alexandre Pham appeared first on Business of Apps.

]]> Miriam Peláez Corominas https://www.businessofapps.com/app-leaders/miriam-pelaez-corominas/ Tue, 22 Mar 2022 13:34:08 +0000 https://www.businessofapps.com/?post_type=appleaders&p=73918 Miriam is the CMO & Co-Founder of PICKASO. She has been working for 12 years in the Mobile Marketing industry – I started in 2010 as a Mobile Manager in Altiria, a company specialized in mobile solutions. I then worked in Elogia, a company specialized in eCommerce marketing. I also worked in eMMA Solutions as the CMO of this Mobile Intelligence tool. In 2013 I founded PICKASO, an App Marketing Agency where we focus on developing mobile growth strategies for apps. I also co-founded TheTool, an ASO tool acquired by App Radar in 2021. In your own words, what’s your role in the app business right now? I work on defining and executing growth strategies for apps of big brands and startups with high potential

The post Miriam Peláez Corominas appeared first on Business of Apps.

]]> Miriam is the CMO & Co-Founder of PICKASO. She has been working for 12 years in the Mobile Marketing industry – I started in 2010 as a Mobile Manager in Altiria, a company specialized in mobile solutions. I then worked in Elogia, a company specialized in eCommerce marketing. I also worked in eMMA Solutions as the CMO of this Mobile Intelligence tool. In 2013 I founded PICKASO, an App Marketing Agency where we focus on developing mobile growth strategies for apps. I also co-founded TheTool, an ASO tool acquired by App Radar in 2021.

In your own words, what’s your role in the app business right now?

I work on defining and executing growth strategies for apps of big brands and startups with high potential in Spain and also internationally. I lead a team of 20 professionals in the app industry.

How did you end up working in apps?

I started in 2010 working in an SMS and MMS sending platform. From 2012 I entered the App Marketing world to make main offers and vouchers apps grow. In 2013 I launched PICKASO together with Daniel Peris and in 2017 we launched TheTool, our own App Store Optimization technology.

What are you most excited about in apps right now?

A combination of a lot of things: new players, constant changes, new challenges, etc.

What other companies in the app space do you rate/ inspire you and why?

I value companies that grow sustainably and profitably. I usually do not support growth based on investment without any business model or without looking for profitability.

What do you like most about working in apps?

I am passionate about belonging to a technological industry in accelerated growth and about being part of this growth by helping our clients and partners.

What one thing would you change about the app industry?

I would change measurement and its discrepancy and traceability among web/app channels. It’s crazy…

If you weren’t working in apps what would you be doing?

If I was not working in the app sector and in technology in general, maybe I would work in tourism or catering…

iOS or Android?

iOS

Any Netflix/ TV show recommendations?

Now I am watching The Sinner on Netflix

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Miriam Peláez Corominas appeared first on Business of Apps.

]]> Shay Gabay https://www.businessofapps.com/app-leaders/shay-gabay/ Tue, 15 Mar 2022 15:19:29 +0000 https://www.businessofapps.com/?post_type=appleaders&p=73399 Shay has been the Director of Business Development at Bidalgo for 10 years, in the gaming, apps, and SaaS ecosystem. He has worked with over 250 talented developers worldwide on their business, growth strategy, technology, and content. In your own words, what’s your role in the app business right now? I connect dots for a living. Sometimes this relates to marketing, but what I enjoy most, is connecting people to businesses and products, and sometimes people to people. Currently helping developers in the app economy turn their creation into a successful business. How did you end up working in apps? After switching imaginary careers every year during college, as I was drifting off in class, I noticed my classmates were playing FB canvas apps. So,

The post Shay Gabay appeared first on Business of Apps.

]]> Shay has been the Director of Business Development at Bidalgo for 10 years, in the gaming, apps, and SaaS ecosystem. He has worked with over 250 talented developers worldwide on their business, growth strategy, technology, and content.

In your own words, what’s your role in the app business right now?

I connect dots for a living. Sometimes this relates to marketing, but what I enjoy most, is connecting people to businesses and products, and sometimes people to people. Currently helping developers in the app economy turn their creation into a successful business.

How did you end up working in apps?

After switching imaginary careers every year during college, as I was drifting off in class, I noticed my classmates were playing FB canvas apps. So, after some browsing for tech solutions in the field via LinkedIn, Bidalgo was my very first choice, alphabetically.

What are you most excited about in apps right now?

It’s exciting to see that EMEA-based companies have become more mature over the years, and moving from quickly selling startups, to building scalable companies. With bandwidth improvements, apps and digital experiences can be more accessible to new markets and 2 verticals I expect to explode in the next few years will be the likes of Ed-tech & Med-tech, which can change our children’s future for the better.

What other companies in the app space do you rate/ inspire you and why?

I love how grocery delivery apps utilized the pandemic to create wonderful customer-centric experiences like Gorillas/Getir, as a VIP customer of Gorillas you sometimes get a free Banana. Also, companies like Lightricks whose apps enable us to spark up creativity or be better versions of ourselves.

What do you like most about working in apps?

The people in the space are remarkable, the constant serendipitous atmosphere makes you feel 6 impossible things can be done before breakfast, and I will say this is one of the very few career paths out there, that when you mix Art & Science and can learn fast, you will have a massive impact on any business in the space, very quickly.

What one thing would you change about the app industry?

Although some say consumer & business apps are 12-18 months behind mobile gaming when it comes to connecting data to creativity, leaders in retail and subscription have great knowledge in CRM and brand media. I wish that someday the gap can be bridged and both sides could maybe learn from each other more.

If you weren’t working in apps what would you be doing?

Probably an aspiring writer in mind, an awful waiter in real life, and while drifting off, finding my way again.

Where do you think there’s an opportunity for apps / or unmet needs?

With future changes in technology, consumer behavior, and new business models, complemented with the recent market consolidation & Apple’s ATT changes, all lead to one simple fact. Creative will make or break your business. Do you know that saying “a picture is worth a thousand words”? well, in our space, 1 creative can be worth $1bn.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Shay Gabay appeared first on Business of Apps.

]]> Boris Abaev https://www.businessofapps.com/app-leaders/boris-abaev/ Fri, 11 Feb 2022 16:21:44 +0000 https://www.businessofapps.com/?post_type=appleaders&p=73005 Boris is a serial entrepreneur with over 10 years of experience establishing and growing businesses and entering new global markets. He’s the Co-founder of Bidease, Rocket10, Betastage Capital and Cashsquare. Official member of the Forbes Technology Council and also a columnist. In your own words, what’s your role in the app business right now? My partners and I started our path in mobile app development back in 2012 when the mobile market was much less developed. Eventually, we came up with the idea to collect and share the experience accumulated by the companies that needed to promote their products. There were very few experts in the market back then so what we had to offer came in quite handy. This said, we set up a

The post Boris Abaev appeared first on Business of Apps.

]]> Boris is a serial entrepreneur with over 10 years of experience establishing and growing businesses and entering new global markets. He’s the Co-founder of Bidease, Rocket10, Betastage Capital and Cashsquare. Official member of the Forbes Technology Council and also a columnist.

In your own words, what’s your role in the app business right now?

My partners and I started our path in mobile app development back in 2012 when the mobile market was much less developed. Eventually, we came up with the idea to collect and share the experience accumulated by the companies that needed to promote their products. There were very few experts in the market back then so what we had to offer came in quite handy. This said, we set up a fully-fledged mobile marketing agency in 2015, and in в 2016 we launched Bidease, our own AdTech platform, and have been successfully helping products and marketers grow ever since, using the best practices in-app marketing and programmatic advertising.

How did you end up working in apps?

Me and my friend and partner Alex Kukuliev have always loved playing Monopoly. But living in different countries we rarely managed to do so. At some point, we started thinking on how we could play it remotely but still get the same vibe we did from playing face-to-face. And so, in 2012, our first big joint project appeared, called Cashsquare. Which was the beginning of our career path in mobile development.

What are you most excited about in apps right now?

Today one can hardly imagine a life without a smartphone. Without exaggeration, they have significantly improved the quality of our life and made it a lot more comfortable.

10 years back, who could have thought it would be possible to see a doctor via an app, that you would no longer need to go a pharmacy to buy medicine ordering delivery with your mobile instead, that job-seeking would no longer involve posting adverts but merely downloading аn app and creating a profile. If that is not convenient, what is?

I am happy that our company plays an important role in the mobile ecosystem and people’s lives. After all, we connect users and developers across the world offering them the right product at the right time.

What other companies in the app space do you rate/ inspire you and why?

First of all, I would like to note ByteDance and their product TikTok. It has not been on the market for long but has managed to win a huge audience and become the leader in the niche. This is indeed a phenomenon.

I also can’t but mention Robinhood and Binance which made trading stocks and cryptocurrency simple and accessible for anyone on the planet. This is incredible!

What do you like most about working in apps?

Definitely the working environment. There are lots of bright, cheerful, talented young people who keep our industry developing lightning fast, and I am truly glad to be part of all that.

What one thing would you change about the app industry?

The lack of transparency between vendors and advertisers and the never ending fraud problem which is caused by insufficient expertise and dirty market players.

If you weren’t working in apps what would you be doing?

I would run a fund investing in products and businesses aimed at improving people’s lives – healthcare, fintech, protection of the environment etc. I partly do that now but would like to prioritize this more in the future.

Any Netflix/ TV show recommendations?

Brooklyn Nine-Nine, Ozark, Blacklist, Money Heist

iOS or Android?

iOS

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Boris Abaev appeared first on Business of Apps.

]]> Mustafa Mohamed https://www.businessofapps.com/app-leaders/mustafa-mohamed/ Thu, 10 Feb 2022 11:12:59 +0000 https://www.businessofapps.com/?post_type=appleaders&p=72967 Mustafa is the CTO and Co Founder at Yoke Network and they help apps to scale through TikTok creators. He likes to see himself as a balance between business/tech and can mix with both worlds. He loves tech and startups and is obsessed with data and solving problems! In your own words, what’s your role in the app business right now? I run Yoke and we’re experts in scaling apps through TikTok content. Over the past 3 and a half years, we’ve built our 3000+ network and worked to drive performance for some of the fastest growing apps and studios. Our clients struggle with keeping up with the constant fatigue of creator content and the fast moving culture on TikTok and our network of creators

The post Mustafa Mohamed appeared first on Business of Apps.

]]> Mustafa is the CTO and Co Founder at Yoke Network and they help apps to scale through TikTok creators. He likes to see himself as a balance between business/tech and can mix with both worlds. He loves tech and startups and is obsessed with data and solving problems!

In your own words, what’s your role in the app business right now?

I run Yoke and we’re experts in scaling apps through TikTok content. Over the past 3 and a half years, we’ve built our 3000+ network and worked to drive performance for some of the fastest growing apps and studios. Our clients struggle with keeping up with the constant fatigue of creator content and the fast moving culture on TikTok and our network of creators solves that, while driving performance.

How did you end up working in apps?

My cofounder Jidè worked for an app and helped them to scale through creators. He then noticed creators had an appetite to work with more apps and with the success he saw, more apps wanted to tap into creators but they just didn’t know how. We then started Yoke with no real experience in Mobile and immersed ourselves in the industry, spoke to clients, attended events and learned through doing.

What are you most excited about in apps right now?

Weirdly, it’s been exciting to see the moves everyone has made after iOS14.5. We’ve seen M&As left, right and centre, new product releases as well as other seismic shifts and I don’t think it’s the end of this shake up. If there is one thing thats a guarantee in this space, it’s innovation and I’m excited to see it.

What other companies in the app space do you rate/ inspire you and why?

I get the pleasure to work with innovators and experts on a daily basis in our partners at Yoke. I would have to highlight one of our partners, Luni, an app studio based in Bordeaux. Their creativity, approach to testing new ideas and use of data is built into their culture and is evident through successful titles like Fitness Coach, Nutrition Coach and Omada.

What do you like most about working in apps?

I like that a common theme in this space is being open to testing new ideas and using data to inform decisions (provided that the data is accurate).

What one thing would you change about the app industry?

Measurement probably lol. Privacy is important and I think we can come up with better alternatives than we currently have at the moment This space was open and allowed us to build a company and establish ourselves. With a lack of data and visibility, we’re moving towards more powerful walled gardens and data being trapped within these gardens. It will soon be hard for a new breakout app or ad network to emerge with a lack of visibility on key data.

If you weren’t working in apps what would you be doing?

Probably something related to Data.

Where do you think there’s an opportunity for apps / or unmet needs?

Definitely in shopping and social commerce – especially through creators, seeing a big push by TikTok at the moment and it’s been interesting to watch.

iOS or Android?

iOS all day!

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Mustafa Mohamed appeared first on Business of Apps.

]]> Idil Canal https://www.businessofapps.com/app-leaders/idil-canal/ Tue, 01 Feb 2022 11:23:58 +0000 https://www.businessofapps.com/?post_type=appleaders&p=72647 Idil Canal is the General Manager of Business Solutions leading the product development and growth of AppLovin’s software solutions. Idil joined AppLovin when the company acquired MAX, AppLovin’s in-app bidding based monetization solution. At MAX, Idil was the Head of Product. Prior to that, she led the software development and delivery of business solutions and services in various tech startups focused on mobile. Idil holds a BA degree from Brown University and is originally from Istanbul, Turkey. In your own words, what’s your role in the app business right now? As the General Manager of AdTech Solutions at AppLovin, I am responsible for building and managing long-term relationships with our mobile developers and our demand partners to supercharge their growth with AppLovin’s solutions. AppLovin recently

The post Idil Canal appeared first on Business of Apps.

]]> Idil Canal is the General Manager of Business Solutions leading the product development and growth of AppLovin’s software solutions. Idil joined AppLovin when the company acquired MAX, AppLovin’s in-app bidding based monetization solution. At MAX, Idil was the Head of Product. Prior to that, she led the software development and delivery of business solutions and services in various tech startups focused on mobile.

Idil holds a BA degree from Brown University and is originally from Istanbul, Turkey.

In your own words, what’s your role in the app business right now?

As the General Manager of AdTech Solutions at AppLovin, I am responsible for building and managing long-term relationships with our mobile developers and our demand partners to supercharge their growth with AppLovin’s solutions. AppLovin recently acquired MoPub from Twitter and I’m currently overseeing the transition.

How did you end up working in apps?

Since the very first job I had, I have been working with different software products at the intersection of mobile and programmatic buying. Whether it was media buying for agencies on mobile, monetizing apps or just developing mobile SDKs – mobile has always been at the forefront of my career.

I joined AppLovin through the acquisition of one of our software solutions, MAX where I was the Head of Product back in 2018. Prior to that, I was Global Head of Technical Solutions at MoPub working closely with mobile publishers and the programmatic buyers.Having worked with the top names in the mobile space, the potential of growth and how far innovation can take the market further was clear. Being able to deliver the best software solution in mobile has been a fascinating experience – and still has massive growth potential.

What are you most excited about in apps right now?

Many of our AppLovin partner studios are developing new and exciting projects and apps, with a number planning to come to market over the next several months.

I’m looking forward to the positive impact that machine learning can have on app monetization. We have recently made a major technical improvement in our stack to incorporate AXON – AppLovin’s machine learning technology powering its main software technology. AXON is the engine behind our growth solutions and helps the entire mobile app ecosystem grow: consumers see more relevant ads, advertisers have equal opportunity to bid on the audiences they want, and publishers see higher CPMs. It exponentially and automatically improves results for AppLovin’s customers as it learns – from data – how to best satisfy their return on marketing spend goals.

And of course, the MoPub migration. These past several months my team and I have been focused on understanding the needs of MoPub publishers and buyers, and making sure we have integrated all into MAX, our monetization solution that unifies the needs of all mobile devs out there across all verticals. The new AppLovin SDK 11.0.0 is now live, with MoPub’s core features integrated into MAX.

What other companies in the app space do you rate/ inspire you and why?

I’ve had my eye on SHEIN (an international B2C fast fashion e-commerce company) as it has experienced massive growth – they have a unique business model and marketing strategy. It’s incredible how fast they’ve grown and how much of a reach they have gained in the last couple of years. Additionally, Disney+, while it’s not mobile specific, the Disney+ product and what it has accomplished in such a short time in the CTV and mobile space has been impressive. I have been a Bob Iger fan for a while, and seeing him navigate a giant organization towards innovation at the pace they are moving is awe-inspiring to watch.

What do you like most about working in apps?

I love the pace of innovation and the people working in this business. Tech evolves rapidly but mobile moves at lightning speed. Keeping up and making sure you are staying ahead with new improvements and innovations is exhilarating. It keeps us all young and motivated to do better.

Over the last 10 years, I have come to meet exceptional people through the folks I have worked with and the entrepreneurs I’ve had the privilege to partner with. They are talented, humble and always eager to do more. I feel lucky to have the opportunity to work with such an amazing crowd and get a chance to build them the best solutions out there through my work at AppLovin.

What one thing would you change about the app industry?

Mobile adoption has soared over the past few years. For 2021, total spend across iOS and Google Play stores is on target to hit $135 billion, with downloads of new apps climbing to nearly 140 billion – signaling 20% growth in just two years (source: App Annie). As more and more developers find their way into creating free content, monetization will continue to be even more critical. Whether it’s ads, in-app payments or subscriptions, there is a lot of room for innovation. Play to earn and the decentralization of payments in mobile through blockchain are the two that I am following fairly closely. The growth expected in our industry with these brand new models could help us all win, at a greater scale.

If you weren’t working in apps what would you be doing?

Over the last few years, I have been really interested in real estate – both from a financial and consumer perspective. The nature of our job is that everything is digital and we don’t really have a chance to see and feel the real scale of what we build and how we touch people’s lives. Whether it’s creating the financial vehicle for investing in real estate or having the opportunity to build a home from the ground up, putting all the pieces together feels familiar with what we do on the software side of things on a daily basis.

Any Netflix/ TV show recommendations?

I highly recommend Chef’s Table, especially if you love good food and watching passionate people doing what they love. For those who like a good TV mystery, Behind Her Eyes is one of the best I’ve seen. Will leave it at that though…no spoilers!

iOS or Android?

I was a long term Android fan and loved the flexibility and customizations, but more recently I’m back to where I started with an iPhone. I like simplicity.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Idil Canal appeared first on Business of Apps.

]]> Lisa Kennelly https://www.businessofapps.com/app-leaders/lisa-kennelly/ Thu, 27 Jan 2022 09:14:24 +0000 https://www.businessofapps.com/?post_type=appleaders&p=72520 Lisa Kennelly is Global Product Marketing Strategist at Klarna. She is a marketing and communications professional with experience scaling teams and startups in the US and Europe. She has expertise in growth and marketing strategy, product marketing, e-commerce, user acquisition, community, and more. In your own words, what’s your role in the app business right now? I’ve spent the last eight years working for venture-backed high-growth mobile-first B2C startups in Europe, and I do my best to stay up to speed and involved with the mobile marketing and subscription app community and industry in general. How did you end up working in apps? I started my career as a sports journalist (covering the Yankees!) before transitioning over to work in communications, PR, and social media

The post Lisa Kennelly appeared first on Business of Apps.

]]> Lisa Kennelly is Global Product Marketing Strategist at Klarna. She is a marketing and communications professional with experience scaling teams and startups in the US and Europe. She has expertise in growth and marketing strategy, product marketing, e-commerce, user acquisition, community, and more.

In your own words, what’s your role in the app business right now?

I’ve spent the last eight years working for venture-backed high-growth mobile-first B2C startups in Europe, and I do my best to stay up to speed and involved with the mobile marketing and subscription app community and industry in general.

How did you end up working in apps?

I started my career as a sports journalist (covering the Yankees!) before transitioning over to work in communications, PR, and social media agencies. Eventually, I got a job at Clue, a female health app, as the first marketing hire, and since then I’ve worked primarily in apps.

What are you most excited about in apps right now?

I’m very excited to see where all the smart and savvy mobile growth people are going now – some are becoming co-founders, some are going full consultant, and some are starting up B2B businesses serving the app space.

What other companies in the app space do you rate/ inspire you and why?

I’ve been a huge fan of the agency Phiture since they launched (we were one of their first clients and I’ve continued to work with them). TATAM is brilliant at influencer marketing for apps. And I love the folks at Revenue Cat and their content marketing, especially their podcast.

What do you like most about working in apps?

It’s so dynamic! The tactics that worked even 1 year ago usually don’t continue to work, so you constantly need to be evolving and changing your marketing approach. That keeps me learning and challenged, which keeps me excited.

What one thing would you change about the app industry?

To evolve beyond the app store gatekeepers as we know them – while it’s fun to solve the puzzle of how to do app-specific marketing for all of Apple and Google’s quirks, I feel it’s become more limiting than growth-oriented at this point.

Where do you think there’s an opportunity for apps or unmet needs?

I think the trend toward remote working has opened up the opportunity to build teams that are truly international, which means the possibility to build apps that can have a truly global impact.

If you weren’t working in apps what would you be doing?

Teaching marketing/communications at a university, maybe!

Is there anything else we should know about you?

I love to cook and have perfected excellent recipes for banana bread and chocolate chip cookies.

iOS or Android?

iOS

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

The post Lisa Kennelly appeared first on Business of Apps.

]]> Marie-Laure Cruyt https://www.businessofapps.com/app-leaders/marie-laure-cruyt/ Wed, 19 Jan 2022 15:31:06 +0000 https://www.businessofapps.com/?post_type=appleaders&p=72369 Marie-Laure Cruyt is the Chief Product Officer at AppTweak (awarded ASO Tool of the Year 2021) and has +7 years of experience in the digital, SaaS & apps industry. Also a huge chocolate fan! In your own words, what’s your role in the app business right now? At AppTweak, we fuel growth for the world’s most popular apps and games. As chief of product, I strive to help app developers understand the performance of their apps and games in the App and Play Store, and take the right decisions to improve their visibility and conversion based on actionable insights. How did you end up working in apps? I’ve always worked in digital start-ups that have a product focused around an app or a SaaS. AppTweak combines both! What are you most excited about

The post Marie-Laure Cruyt appeared first on Business of Apps.

]]> Marie-Laure Cruyt is the Chief Product Officer at AppTweak (awarded ASO Tool of the Year 2021) and has +7 years of experience in the digital, SaaS & apps industry. Also a huge chocolate fan!

In your own words, what’s your role in the app business right now?

At AppTweak, we fuel growth for the world’s most popular apps and games. As chief of product, I strive to help app developers understand the performance of their apps and games in the App and Play Store, and take the right decisions to improve their visibility and conversion based on actionable insights.

How did you end up working in apps?

I’ve always worked in digital start-ups that have a product focused around an app or a SaaS. AppTweak combines both!

What are you most excited about in apps right now?

How Google and Apple have so different backgrounds and history, yet both stores are becoming more and more similar. Curious to see how they keep setting themselves apart from each other.

What other companies in the app space do you rate/ inspire you and why?

Phiture, is by far the best partner I would recommend if you want to grow your app. Their knowledge of the app space is impressive.

What do you like most about working in apps?

It’s an ever-changing industry, the learning curve never flattens out, there’s always something new to keep up with.

What one thing would you change about the app industry?

It’s an ever-changing industry, the learning curve never flattens out, there’s always something new to keep up with.

Where do you think there’s an opportunity for apps or unmet needs?

What about a zero-waste food delivery app? I always feel guilty when I see how full my bin is after ordering food on my phone. I’m sure there are apps already out there, hopefully they will gain traction!

If you weren’t working in apps what would you be doing?

Traveling around the world!

Is there anything else we should know about you?

Dark chocolate is the only real chocolate.

iOS or Android?

Joker – they both have their ups and downs, I switch from one to the other

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Marie-Laure Cruyt appeared first on Business of Apps.

]]> George Deglin https://www.businessofapps.com/app-leaders/george-deglin/ Wed, 19 Jan 2022 12:33:42 +0000 https://www.businessofapps.com/?post_type=appleaders&p=72316 George Deglin co-founder and CEO of OneSignal. We’re a venture-backed startup company with the mission to democratize customer engagement. I started my career as a software engineer and have enjoyed the journey of being the leader of a fast-growing business. In your own words, what’s your role in the app business right now? Now that OneSignal is over 100 people, my role includes setting the vision for the business, working closely with partners and investors, and ensuring we hire a world-class team. How did you end up working in apps? My co-founder and I were enamored by smartphone devices’ increasing distribution and performance. We foresaw apps as the primary way that people would entertain themselves, shop, and communicate. The company was originally a successful mobile

The post George Deglin appeared first on Business of Apps.

]]> George Deglin co-founder and CEO of OneSignal. We’re a venture-backed startup company with the mission to democratize customer engagement. I started my career as a software engineer and have enjoyed the journey of being the leader of a fast-growing business.

In your own words, what’s your role in the app business right now?

Now that OneSignal is over 100 people, my role includes setting the vision for the business, working closely with partners and investors, and ensuring we hire a world-class team.

How did you end up working in apps?

My co-founder and I were enamored by smartphone devices’ increasing distribution and performance. We foresaw apps as the primary way that people would entertain themselves, shop, and communicate. The company was originally a successful mobile game studio before seeing a greater opportunity and pivoting to OneSignal.

What are you most excited about in apps right now?

Covid has dramatically accelerated the digital adoption and tech-savviness of billions of people around the world at a time when mobile devices are have become as powerful as desktop computers.

In the past, many apps couldn’t exist because either their market was too small or devices weren’t powerful enough. Today, those limitations are rapidly disappearing. I expect we’ll see a tremendous wave of innovation in categories including mobile 3d-gaming, live streaming, virtual reality, and communication+collaboration apps.

Looking further out, I suspect that the form factor of mobile screens will change. We could see continued innovation in foldable displays, micro projectors, or augmented reality. A new era of digital experiences will be unlocked when small mobile screens disappear as a limitation.

What other companies in the app space do you rate/ inspire you and why?

I’ve recently been fascinated by apps that utilize AI to generate art. The app “WOMBO Dream” is particularly impressive and can generate beautiful, surreal artwork based on a user-inputted prompt in just a few seconds.

Another would be TikTok. It was so addictive I had to delete it from my phone. TikTok found the perfect intersection of innovative technology for performant video streaming, excellent user experience, and an algorithm that shows each user the most engaging content possible. Unlike other social media platforms, content on TikTok tends to be more upbeat. It’s no wonder they’ve been so successful.

What do you like most about working in apps?

Every year brings massive new changes to the mobile ecosystem. With each change, new and exciting opportunities emerge. I love being in an industry that forces companies like ours to continually innovate.

Most excitingly, I think we’re still at just the start of what’s possible when it comes to mobile experiences. I can’t wait to see what the future holds.

What one thing would you change about the app industry?

As powerful as Apps are, I believe the mobile web is also a fantastic platform. Google has done an excellent job of ensuring its Android operating system supports great mobile web experiences.

However, Apple lags behind on iOS. Unlike Android, iOS does not support web notifications, web background sync, web bluetooth, and a lot more. Apple’s decision to limit improvements to the Web experience on iOS has held back a lot of innovation that would otherwise be happening in the industry.

Where do you think there’s an opportunity for apps or unmet needs?

I have not yet been able to find an app that makes it truly easy to hire local skilled workers e.g. for repairs around the home. Some apps will connect people with local businesses, but they usually don’t help beyond that.

If you weren’t working in apps what would you be doing?

I love building products that help other technology companies be successful. If not for OneSignal, I might be doing the same for non-app businesses such as retail stores or businesses in the supply chain.

Is there anything else we should know about you?

When first starting the company behind OneSignal, I bootstrapped by hacking into websites and earning bug bounties.

iOS or Android?

Love both

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post George Deglin appeared first on Business of Apps.

]]> Thomas Kriebernegg https://www.businessofapps.com/app-leaders/thomaskriebernegg/ Thu, 13 Jan 2022 12:06:12 +0000 https://www.businessofapps.com/?post_type=appleaders&p=72158 Thomas Kriebernegg is one of the founders of App Radar – a SaaS company streamlining app store marketing for app businesses around the world with its analytics tool and managed services. In your own words, what’s your role in the app business right now? At App Radar we are helping our customers (businesses with apps) becoming more visible within app stores and reaching their perfect users with the help of paid user acquisition channels. How did you end up working in apps? I was releasing my first apps in the year 2012 and starting from there was really fascinated by the possibility to in theory be able to reach billions of potential users all around the globe. What are you most excited about in apps

The post Thomas Kriebernegg appeared first on Business of Apps.

]]> Thomas Kriebernegg is one of the founders of App Radar – a SaaS company streamlining app store marketing for app businesses around the world with its analytics tool and managed services.

In your own words, what’s your role in the app business right now?

At App Radar we are helping our customers (businesses with apps) becoming more visible within app stores and reaching their perfect users with the help of paid user acquisition channels.

How did you end up working in apps?

I was releasing my first apps in the year 2012 and starting from there was really fascinated by the possibility to in theory be able to reach billions of potential users all around the globe.

What are you most excited about in apps right now?

Crypto and fintech apps have been quite booming over the last months and those are also apps which I am personally very much interested in, besides my fitness and meditation apps which I am also regularly using.

What other companies in the app space do you rate/ inspire you and why?

There are many. Customers of us like Rovio, Kolibri Games and Miniclip have been shaping mobile gaming. It’s very inspiring to working together with such industry leaders.

What do you like most about working in apps?

That it is a fast-moving market and that there are always new challenges which you need to adapt to.

What one thing would you change about the app industry?

Get app installs data directly from Apple & Google via an API.

Where do you think there’s an opportunity for apps or unmet needs?

There are many niche categories popping up. So I’d say there are many opportunities out there, to solve problems for a very specific persona – no matter if its is around fitness, finance or dating.

If you weren’t working in apps what would you be doing?

For sure something else that would be based on software development and distribution.

Is there anything else we should know about you?

Besides being a true app enthusiast, ex-hardcore gamer, and national paper airplane champion, I also love wakeboarding and music production.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Thomas Kriebernegg appeared first on Business of Apps.

]]> Brett Orlanski https://www.businessofapps.com/app-leaders/brett-orlanski/ Wed, 05 Jan 2022 20:03:43 +0000 https://www.businessofapps.com/?post_type=appleaders&p=71874 Brett Orlanski is the Senior Vice President, Product & Sales at Bango – Bango’s purchase behavior technology enables millions more users to buy the products and services they want. Long time tech and media exec, focused now on mobile app marketing and monetization. I started my career in the marketing department at PolyGram/Universal Music and then the Warner Music Group but shifted to tech and never looked back. The past 15+ years I’ve been deeply involved in mobile app user acquisition, attribution and growth. In your own words, what’s your role in the app business right now? I want to help advertisers monetize their audience much more effectively by targeting likely payers online. That’s what our product does extremely well. How did you end up

The post Brett Orlanski appeared first on Business of Apps.

]]> Brett Orlanski is the Senior Vice President, Product & Sales at Bango – Bango’s purchase behavior technology enables millions more users to buy the products and services they want.

Long time tech and media exec, focused now on mobile app marketing and monetization. I started my career in the marketing department at PolyGram/Universal Music and then the Warner Music Group but shifted to tech and never looked back. The past 15+ years I’ve been deeply involved in mobile app user acquisition, attribution and growth.

In your own words, what’s your role in the app business right now?

I want to help advertisers monetize their audience much more effectively by targeting likely payers online. That’s what our product does extremely well.

How did you end up working in apps?

Once I got into software and out of the music industry, I quickly got into virtual goods and in-app purchase based games. From there, I moved into growth and monetization at GrowMobile, an early platform aggregator of ad networks. Then into attribution at Tenjin, then the Facebook Marketing Partner space at Bidalgo and finally to Bango, to change the way people think about user acquisition.

What are you most excited about in apps right now?

The sizzle answer is Crypto. But I like any app that allows you to do work on your phone that previously required a computer. Things like scanning a PDF and emailing (Scannable), photo editing (Luni) or tracking shipping vessels (VesselFinder). The phone is the complete “see, do” device.

What do you like most about working in apps?

The people I engage with come from such rich and diverse backgrounds. Some are salespeople, others are financial analysts, some are engineers, and some are combinations of the three. All are super smart and motivated to build an industry that did not really exist just a few years ago.

What one thing would you change about the app industry?

Patience. Most people want and expect results within a very short window of launch. I understand where this comes from. Our data tracking and analysis is so good that we get signals within a day or two that tells us where a campaign will be ROI positive. But signals are just signals and not definitive, and early on they aren’t reliable within a reasonable interval. As a result campaigns get shut off way too soon. I don’t like to waste money either but I know for a fact we are all leaving money on the table when we pull the chord so soon.

If you weren’t working in apps what would you be doing?

Selling you wine at my corner bodega, using Bango Audiences to bring aficionados to my little emporium.

What app(s) have been most useful to you over the last year?

Scannale, Luni and Vesseltracker

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Brett Orlanski appeared first on Business of Apps.

]]> Martje Abeldt https://www.businessofapps.com/app-leaders/martje-abeldt/ Wed, 10 Nov 2021 13:30:17 +0000 https://www.businessofapps.com/?post_type=appleaders&p=70771 Martje Abeldt considers himself a “Business Engineer” and a multilingual technophile. He is an expert in the field of mobile strategy, marketing, and technology. He often shares his thoughts on these topics on several industry panels and keynotes as at MWC, Dmexco, Mobile Growth, GMIC, AppsFlyer MAMA, App Promotion Summit London, eTail Asia, MMA Indonesia, Marketing Conclave India etc. Equipped with experience from two decades in international business development and extensive contacts within the digital ecosystem, he is a key figure in the Mobile Growth sector. His family roots tracing back to Germany, Portugal, Italy, Indonesia, and China help him familiarise himself quickly with different cultures/regions and thus understand the diverse demands of the global business landscape. In your own words, what’s your role in

The post Martje Abeldt appeared first on Business of Apps.

]]> Martje Abeldt considers himself a “Business Engineer” and a multilingual technophile. He is an expert in the field of mobile strategy, marketing, and technology. He often shares his thoughts on these topics on several industry panels and keynotes as at MWC, Dmexco, Mobile Growth, GMIC, AppsFlyer MAMA, App Promotion Summit London, eTail Asia, MMA Indonesia, Marketing Conclave India etc.

Equipped with experience from two decades in international business development and extensive contacts within the digital ecosystem, he is a key figure in the Mobile Growth sector. His family roots tracing back to Germany, Portugal, Italy, Indonesia, and China help him familiarise himself quickly with different cultures/regions and thus understand the diverse demands of the global business landscape.

In your own words, what’s your role in the app business right now?

Currently, I am leading RevX, a recognized global app growth marketing platform. My mission is to enable our teams to provide the best mobile advertising solutions & services to clients seeking a first-class partnership. Our support via our technology, service, transparency, and fresh ideas, empowers app publishers to achieve their performance targets by taking work off their shoulders and helping them master their challenges in our highly dynamic digital ecosystem.

How did you end up working in apps?

I entered AdTech after almost two decades in non-digital industries as a regional manager for a mobile-focused supply-side platform. From then onwards, it was a fast journey in an even faster changing environment requiring ongoing learning, quick adaptation, and the transfer of best practices from traditional business concepts into digital.
While apps are an essential part of our daily digital life, I look at consumer technology as the big picture and the specialised role of apps as enablers. My understanding of technology and my previous experiences in strategy consulting and global business development help me structure my thoughts around how apps can make a difference today and in the future.

What are you most excited about in apps right now?

Apps help connect two parties or even the entire world on potentially any person’s device. This is fantastic! It comes with opportunities and responsibilities, which need to be addressed by all participants of the app ecosystem. Apps’ services and use cases are evolving quickly with advances in hardware technology, mobile internet bandwidth, and AI capabilities in a world where a large part of the population is still yet to discover the internet for the first time through a mobile device. Apps are here to stay and will continue to impact people’s lives immensely in the future, so there are new things to learn and manage every day.

What other companies in the app space do you rate/ inspire you and why?

There are too many I would want to highlight, given that we have hundreds of companies and millions of applications in our space. All of them exist because they offer something valuable to their clients and users. I am always attentive to spot trends and recognize a good product, but the next best innovation might literally be just a click away. Hence, I prefer to stay humble and watchful and never think that I have found the best products or companies in the market at any point in time.

What do you like most about working in apps?

Apps are much more dynamic than traditional hardware products. Their development cycles are relatively short, and iterations can be rolled out at a large scale via a new version release. Hence, technology platforms such as RevX can quickly adapt their services according to tech changes and make a difference to our clients’ success on an individual product level. As a tech-minded business leader, I am motivated to foster commercial relationships via technology and value-adding proposals that go beyond an arms-length service agreement.

What one thing would you change about the app industry?

The app industry has a relatively high velocity when it comes to change, and not everybody can understand and react to all its implications. It is important but also hard to stay on top of it all. Transparency and education can mitigate a negative fallout. So while I am learning every day, I am also doing my best to share knowledge and contribute through articles, webinars, and panel discussions so that advertisers, partners, and consumers remain informed digital citizens.

Where do you think there’s an opportunity for apps or unmet needs?

There are millions of apps, and it’s almost unimaginable that there is still a consumer need that has not been met yet. It does not mean there are no opportunities, but it makes it harder to get in front of consumers who do not have an obvious need. This is where advertising comes into play. Brands’ mission is to excite, acquire and retain consumers, so there is a value exchange between the app and its user. Hence, there is still ample opportunity for apps to distinguish themselves better in a crowded market. At RevX, this is exactly where we help app publishers with technology solutions and fresh ideas, industry benchmarks, and tenacity.

If you weren’t working in apps what would you be doing?

I have worked in gastronomy, hospitals, movie sets, advertising, management consulting, interior textiles, office furniture, outsourcing, wood flooring, AdTech, data, mobile apps… I guess anything would be possible when you find contemporary meaning. What would I do should I ever leave the mobile app space? Well, that’s a talking point for another post.

Is there anything else we should know about you?

“Who always does what she/he already knows, will always remain where she/he already is.”

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Martje Abeldt appeared first on Business of Apps.

]]> Paul Müller https://www.businessofapps.com/app-leaders/paul-muller/ Thu, 04 Nov 2021 11:42:21 +0000 https://www.businessofapps.com/?post_type=appleaders&p=70658 Paul Müller is CEO and co-founder of Adjust, the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. He is responsible for managing Adjust’s expansion into new territories and technologies, and maintaining their growth-focused culture. From the start, his vision has been to build the best possible solutions for mobile marketers worldwide – even if it breaks the status quo. His role as a leader and entrepreneur in the mobile sector stems from having been an app developer many years back. At that time, mobile marketers had no idea where their users were coming from, how they discovered the app or how they were using it. Paul and his co-founders wanted to

The post Paul Müller appeared first on Business of Apps.

]]> Paul Müller is CEO and co-founder of Adjust, the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. He is responsible for managing Adjust’s expansion into new territories and technologies, and maintaining their growth-focused culture. From the start, his vision has been to build the best possible solutions for mobile marketers worldwide – even if it breaks the status quo.

His role as a leader and entrepreneur in the mobile sector stems from having been an app developer many years back. At that time, mobile marketers had no idea where their users were coming from, how they discovered the app or how they were using it. Paul and his co-founders wanted to solve this problem and created Adjust to provide a solution. His vision has always been to build the best possible products in order to provide high-quality analytics, measurement, campaign management, and fraud prevention to mobile marketers worldwide, leading Adjust to become the definitive growth engine for mobile apps.

In your own words, what’s your role in the app business right now?

My role as CEO of Adjust — the leading mobile marketing analytics platform — is to provide measurement and an understanding of ROI for our clients; and to provide continuity despite an ever-changing app ecosystem.

How did you end up working in apps?

I started as an app developer when the app store was first introduced. I was young, only 24, and, looking for something to do, I ended up working on simple entertainment apps. From there, I built the first app finder. The need to track and measure downloads for promoted apps quickly arose, as app developers didn’t want to pay for exposure. So, this spiraled into building the technology of tracking. It was an interesting business, and for me it was a great opportunity to witness the birth of our industry.

What are you most excited about in apps right now?

Now 10 years in the industry, I’ve seen a lot of maturity in the space — and there is still a lot of innovation. In particular, the movement towards Connected TV offers a lot of opportunities and is at the beginning of its development. I love getting leaders up to speed, showing them what the technological possibilities are. How they can grow customers to full potential is also exciting.

At Adjust, we’ve gained new perspectives since we started working closer with AppLovin. We are creating a robust set of tools that give developers the things they need to be successful. Together, AppLovin and Adjust innovate and accelerate attribution and analytics, leading to a more rewarding ecosystem for developers.

What other companies in the app space do you rate/ inspire you and why?

I follow companies working in the subscription-based industry with great interest. They can unlock a lot of potential, especially with Google’s latest changes to the in-app subscription pricing.
There is also a lot of excitement and potential in the self-improvement space — apps that aim to help your health and wellness, perhaps accelerated by the pandemic. This business model and space has a lot of room to develop and grow.

What do you like most about working in apps?

It is never boring. There’s continuous change; since I’ve been in this industry, I haven’t seen a year when there hasn’t been huge shifts in the industry, whether its customers, technology, the economy, or a global pandemic.
You can never predict what’s happened or will happen. You can’t make a prediction of what the next 10 years will look like. The rate of change is dramatic and comes as a big surprise to the market. Even the market share of huge platforms can shift. The biggest established companies are being challenged; the competition is heating up. competitors arise.

What one thing would you change about the app industry?

I would like people to follow catchy headlines less. I would like people to understand that change can come in more complex ways, and there are no simple answers. It would be easier if people understood this. People try to find simple, snappy answers, whether about platforms, regulations, whatever. I would want people to focus more on what is actually happening, reading longer explanations, rather than a headline which is useless in 3 months.
Adjust doesn’t chase headlines. We wait for statistically relevant data and information before publishing anything. Real life impact is often very different to what people anticipate.

I would also change people’s understanding of the underlying definitions of the metrics they use to define success. People assume that if a number is higher it means you are doing better. I think the incentive structure should be less superficial; not based on KPIs whose definition isn’t clear. Progress should be more authentic and measure actual change— true performance improvement. A simple example is the difference in app retention rates on day one — how many users stick around is actually very complex, looking at how you define “day one”, etc. It is something people need to spend more time understanding, ask questions, and think a lot more about.

If you weren’t working in apps what would you be doing?

I would have my own racing team – like Formula 3 or 4 . I love racing and driving — and I enjoy working with a team towards a passionate goal.

What app(s) have been most useful to you over the last year?

I don’t use many apps but Reddit and Gmail. Though Woodoku really helped pass the time during the lockdown.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Paul Müller appeared first on Business of Apps.

]]> Ritam Gandhi https://www.businessofapps.com/app-leaders/ritam-gandhi/ Tue, 02 Nov 2021 14:06:32 +0000 https://www.businessofapps.com/?post_type=appleaders&p=70632 Ritam Gandhi is the founder and CEO of Studio Graphene – a digital product design and development studio. In your own words, what’s your role in the app business right now? At Studio Graphene we are working at the cutting edge side of app based product innovation looking at how we can leverage new functionality available through app stores to bring news ideas to life. How did you end up working in apps? After hearing people talk about their app ideas but not do anything about them we decided to give it a go. Our goal as a business was to challenge the misconception that innovation was scary, expensive and slow. What are you most excited about in apps right now? I’m excited about speech recognition/

The post Ritam Gandhi appeared first on Business of Apps.

]]> Ritam Gandhi is the founder and CEO of Studio Graphene – a digital product design and development studio.

In your own words, what’s your role in the app business right now?

At Studio Graphene we are working at the cutting edge side of app based product innovation looking at how we can leverage new functionality available through app stores to bring news ideas to life.

How did you end up working in apps?

After hearing people talk about their app ideas but not do anything about them we decided to give it a go. Our goal as a business was to challenge the misconception that innovation was scary, expensive and slow.

What are you most excited about in apps right now?

I’m excited about speech recognition/ voice technology and how this is growing in accuracy and compatibility with other products. Also 5G and the resulting increase in speed and accessibility this will have, especially in terms of connected devices. Finally the metaverse as a concept is fascinating.

What other companies in the app space do you rate/ inspire you and why?

I find Google very inspirational because despite its scale it is still experimenting with new tech and creating new business services and business lines.

What do you like most about working in apps?

The fact that apps create a platform and a force for positive change and impact on our society.

What one thing would you change about the app industry?

I’d personally like to see more focus on quality vs. quantity in the industry.

Where do you think there’s an opportunity for apps or unmet needs?

With a lot of the industry focused on B2C/ Customer facing apps, I think there’s a big opportunity within the B2B/ Industrial space. It’s an area that needs increased transformation and innovation to solve some of the biggest challenges we face currently.

If you weren’t working in apps what would you be doing?

Helping entrepreneurs launch business by advising them.

Is there anything else we should know about you?

I used to work as a management consultant before founding Studio Graphene.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Ritam Gandhi appeared first on Business of Apps.

]]> Andre Kempe https://www.businessofapps.com/app-leaders/andre-kempe/ Wed, 13 Oct 2021 12:24:08 +0000 https://www.businessofapps.com/?post_type=appleaders&p=70198 Andre Kempe from a small town in Eastern Germany to almost Cape Town and finally living in South of Spain my journey included multiple stations in the Berlin startup ecosystem with a lot of involvement in hyper growth apps. My roles included Head of or CMO positions in companies like LOVOO, Zalando, Free2Move or Mr D Food just before I decided to launch my own company Admiral Media, a fast growing & award winning performance marketing agency, based in Marbella. In your own words, what’s your role in the app business right now? I try to connect the dots between marketing & product. As the founder of Admiral Media I am consulting small and big companies how to launch their apps, sell more products online

The post Andre Kempe appeared first on Business of Apps.

]]> Andre Kempe from a small town in Eastern Germany to almost Cape Town and finally living in South of Spain my journey included multiple stations in the Berlin startup ecosystem with a lot of involvement in hyper growth apps. My roles included Head of or CMO positions in companies like LOVOO, Zalando, Free2Move or Mr D Food just before I decided to launch my own company Admiral Media, a fast growing & award winning performance marketing agency, based in Marbella.

In your own words, what’s your role in the app business right now?

I try to connect the dots between marketing & product. As the founder of Admiral Media I am consulting small and big companies how to launch their apps, sell more products online or build their analytics stack. With a strong concentration on tracking & performance of user acquisition campaigns I am helping startups to become global scale businesses.

How did you end up working in apps?

A friend of mine whom I met long time ago in the ringtone business asked me if I want to join his startup to do some work on excel – this was Trademob in Berlin where I became Head of Campaign Management & Media Buying, my first app marketing job where I also managed app boost campaigns for a fast scaling dating app called LOVOO who hired me later to open their Berlin office and build an entire performance marketing team.

What are you most excited about in apps right now?

The most exciting development right now is a combined change in the industry driven by the devices / platforms like Apple’s new tracking philosophy but also new advertising channels like TikTok or Google’s recent changes in App Campaigns. The whole never ending and dramatic dynamics of the industry made me addicted to mobile app marketing. Every day is a new day in ad tech.

What other companies in the app space do you rate/ inspire you and why?

I am very much inspired by the output and thought leadership of influencers like Thomas Petit or Eric Seufert. There is one of my competitors who keeps inspiring me by his teams’ creative output – he knows that and I told him. We are understanding each other very well and despite being somehow competitors I believe we are on the same level of understanding the impact of a good creative, the power of brand and the value of an amazing creative team. Most other competitors only focus on pure technological aspects of marketing and lose sight on what really matters to people who see our ads every day.

What do you like most about working in apps?

The ad tech dynamics – the ever changing ecosystem and the fast pace you have to learn new things and play with new tools just like a kid.

What one thing would you change about the app industry?

Cookie warnings & tracking pop ups need to go away. I am not saying privacy has to be turned off again but the way the law destroys user experience while surfing the web is just annoying to me.

Where do you think there’s an opportunity for apps or unmet needs?

Health in general but also specifically for older generations. I believe there is still so much to uncover in untapped audiences above 50 years old for example – most apps just don’t address this audience or think of solutions and useful tools for the older generation who not only have more money but also often more time to play with their devices.

If you weren’t working in apps what would you be doing?

I’d still work with people – I love networking and meeting new people every day, constantly getting new challenges and see new things I haven’t seen before – this is also why I started an agency in the end. I was bored working on the exact same product for 2 years and longer.

Any Netflix/ TV show recommendations?

The Billion Dollar Code or Tchernobyl.

iOS or Android?

iOS

Is there anything else we should know about you?

If you can manage it with your partner and work life I can recommend to get a dog 🙂

The post Andre Kempe appeared first on Business of Apps.

]]> Lucia Aguilar https://www.businessofapps.com/app-leaders/lucia-aguilar/ Fri, 01 Oct 2021 08:30:37 +0000 https://www.businessofapps.com/?post_type=appleaders&p=69966 Lucia Aguilar is the founder of TATAM Digital. They run always-on influencer marketing programs for subscription apps with a focus on performance and transparency. They’ve grown quickly since they started in late 2018. As of 2021, they now have 20 ongoing campaigns. Their team of 39 people is truly global, based in Madrid, Berlin, Brazil, and Argentina! In your own words, what’s your role in the app business right now? I am helping mission-driven subscription apps supercharge their growth with influencer marketing. TATAM is giving app growth teams the hard numbers they need to confidently invest in influencer as a channel, and the 360-degree tactics and strategies that integrate influencer with every other performance channel. I am also really passionate about changing how agencies work.

The post Lucia Aguilar appeared first on Business of Apps.

]]> Lucia Aguilar is the founder of TATAM Digital. They run always-on influencer marketing programs for subscription apps with a focus on performance and transparency.

They’ve grown quickly since they started in late 2018. As of 2021, they now have 20 ongoing campaigns. Their team of 39 people is truly global, based in Madrid, Berlin, Brazil, and Argentina!

In your own words, what’s your role in the app business right now?

I am helping mission-driven subscription apps supercharge their growth with influencer marketing. TATAM is giving app growth teams the hard numbers they need to confidently invest in influencer as a channel, and the 360-degree tactics and strategies that integrate influencer with every other performance channel.

I am also really passionate about changing how agencies work. Our fee structure is clear and transparent and results-driven. We work in partnership with clients—not as a supplier.

How did you end up working in apps?

My background is in marketing. I worked for Unilever and Amex before transitioning to my role as Global Growth Lead at Clue, where I grew the app from 1M MAU to 10M MAU in only 3 years.

What are you most excited about in apps right now?

I am excited about the growing role of influencer marketing for apps. We have more and more data to prove the organic uplift of conversions from influencer campaigns. Influencer has a huge impact beyond what is officially tracked

What other companies in the app space do you rate/ inspire you and why?

Blinkist, one of our clients, is doing an amazing job at owning the “explainer” space. They provide short summaries of nonfiction books. I’m obsessed with always learning and they’ve provided a unique product for people like me.

What do you like most about working in apps?

The fast pace—I love working fast—and the need to constantly iterate and improve. It’s a fun challenge every day.

And the people! From founders to performance teams, I’ve worked with such smart people who bring innovative new ideas. They are truly visionary and I’m inspired by helping them grow.

What one thing would you change about the app industry?

Agencies should operate with more transparency. Often, brands have no idea where their agency fees are going—how much goes to the influencer? How much to the agency, and for what? Our transparent fee structure and data driven-approach at TATAM is something our clients really appreciate.

Where do you think there’s an opportunity for apps or unmet needs?

More apps can leverage influencers as a performance channel. Many apps use influencers for special campaigns or building brand awareness. There are so many opportunities with influencers to grow your UA—you just need to have the right approach, the right tracking methodology, and the right partners.

If you weren’t working in apps what would you be doing?

In addition to running TATAM, I’m also an influencer myself.

I talk about personal finance and investing for normal people. I help my audience get their finances in order so they can live a better life. You can check it out here: www.instagram.com/luliinvierte

If I weren’t working in apps, I’d be fully dedicated to my channel. It’s already impacting many lives, which I am proud of!

Is there anything else we should know about you?

I’m a mom of 2 smart and rambunctious kids. I speak 4 languages: Spanish, Portuguese, German, and English. And I love to travel the world.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Lucia Aguilar appeared first on Business of Apps.

]]> Venkatesh C.R. https://www.businessofapps.com/app-leaders/venkatesh-c-r/ Wed, 22 Sep 2021 08:01:22 +0000 https://www.businessofapps.com/?post_type=appleaders&p=69744 Venkatesh C.R. is a serial entrepreneur with a distinct passion for taking nascent businesses to great heights. A Mechanical Engineer from Anna University, he adores technologies, gadgets, and games. An early entrant in mobile application technology, he grew his flagship company, Dot Com Infoway (DCI) to be recognized as one of the world’s leading digital marketing, web and mobile app development & marketing company. Additionally, he is the Co-founder of Magzter Inc., the world’s largest and fastest growing cross-platform global digital magazine store. Venkatesh is one of the select 200 members of the Indian Angel Network who frequently invests into select startups. He is also the President of Sourashtra Small Business Association (SSBA). He is also the author of the book “The Struggle Is Real”.

The post Venkatesh C.R. appeared first on Business of Apps.

]]> Venkatesh C.R. is a serial entrepreneur with a distinct passion for taking nascent businesses to great heights. A Mechanical Engineer from Anna University, he adores technologies, gadgets, and games. An early entrant in mobile application technology, he grew his flagship company, Dot Com Infoway (DCI) to be recognized as one of the world’s leading digital marketing, web and mobile app development & marketing company. Additionally, he is the Co-founder of Magzter Inc., the world’s largest and fastest growing cross-platform global digital magazine store. Venkatesh is one of the select 200 members of the Indian Angel Network who frequently invests into select startups. He is also the President of Sourashtra Small Business Association (SSBA). He is also the author of the book “The Struggle Is Real”.

In your own words, what’s your role in the app business right now?

My role remains the same in all the 20+ years I helmed DCI. I intend to ensure that it’s headed toward the right direction. I do this by looking for ways to stimulate growth and expansion, build connections, and take up a mentoring role.

How did you end up working in apps?

I’ve always had a keen interest in technology since I was young. Coupled with my passion in driving positive change, it makes a great combination, to say the least. With apps, there are practically limitless opportunities to do that. I also can’t deny the fact that it’s the industry that showed and still shows plenty of promise in recent years.

What are you most excited about in apps right now?

I’m always excited by the notion of how quickly it’s evolving. Already, we are seeing effective and seamless integration of premier technologies like AI, IoT, Big Data, etc. into it. I’m looking forward to how these technologies will allow developers to finally be able to breathe life into their ideas.

What other companies in the app space do you rate/ inspire you and why?

I keep studying competition and I understand that we need to be good on quality as well as pricing. There are many companies that I draw inspiration from but it’s difficult to make a list. For me, every other company has something unique to it and I always strive to implement the best practices at Dot Com Infoway.

What do you like most about working in apps?

It’s the fact that it can have such a huge impact on any industry. There’s also the sense of wonder of what unprecedented features will a particular app introduce to people at large. It’s like experiencing something new for the first time, and in a lot of apps, that’s definitely a fairly common occurrence.

What one thing would you change about the app industry?

The perennial challenge of having to develop for different OS’s in pretty much any kind of project. If there would be efficient and less costly ways to do that, I’d definitely seize them.

Where do you think there’s an opportunity for apps or unmet needs?

I can safely say that any industry can benefit from apps. Apps are versatile enough to provide solutions to a lot of problems. And as far as problems go, it goes without saying that there’s no industry that doesn’t have them. It takes finding out ways to solve them through apps and exercising your creativity more often than not.

iOS or Android?

Always its iOS because of the security and smooth user experience.

What app(s) have been most useful to you over the last year?

I love Shazam for music, Steps for Health, Zomato for Food Ordering.

Any Netflix/ TV show recommendations?

Money Heist, Black List and The Crown

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Venkatesh C.R. appeared first on Business of Apps.

]]> Jonathan Kay https://www.businessofapps.com/app-leaders/jonathan-kay/ Tue, 31 Aug 2021 13:54:17 +0000 https://www.businessofapps.com/?post_type=appleaders&p=68861 Jonathan Kay co-founded Apptopia at the age of 25. As the CEO, he leads the daily operations and strategic direction of the company. He’s an expert on the mobile landscape, app economy, and how data and predictive modeling add transparency to the ecosystem. As someone who believes deeply in the importance of customer engagement, he is constantly striving to find scalable intimacy. He’s passionate about organizational efficiency and storytelling. In your own words, what’s your role in the app business right now? To reduce the guesswork that goes on by increasing transparency in the industry. There are so many black boxes and walled gardens in mobile. Through data, we can help developers understand what’s working and not working for their competitors, but also bigger brands

The post Jonathan Kay appeared first on Business of Apps.

]]> Jonathan Kay co-founded Apptopia at the age of 25. As the CEO, he leads the daily operations and strategic direction of the company. He’s an expert on the mobile landscape, app economy, and how data and predictive modeling add transparency to the ecosystem. As someone who believes deeply in the importance of customer engagement, he is constantly striving to find scalable intimacy. He’s passionate about organizational efficiency and storytelling.

In your own words, what’s your role in the app business right now?

To reduce the guesswork that goes on by increasing transparency in the industry. There are so many black boxes and walled gardens in mobile. Through data, we can help developers understand what’s working and not working for their competitors, but also bigger brands they might aspire to be like.

How did you end up working in apps?

Early on in the “gold rush” of the app stores, I remember a time when Apple and Google stopped accepting submissions for flashlight apps because the market was so saturated with them. People had no idea what to build, they didn’t know where there was whitespace in the market. That really sparked the idea for us to sell the shovels and help people understand where opportunity in the app economy lay.

What are you most excited about in apps right now?

How apps are quickly and completely taking over every device we use today. When people think of apps they think of smartphones but apps exist on our tablets, televisions, smartwatches, refrigerators and desktops. They’ll continue to be used in other everyday items as well because they’re a good user experience which leads to more engagement and better outcomes for publishers.

What other companies in the app space do you rate/ inspire you and why?

I have an appreciation for the attribution companies in mobile. They’ve built a business where they are relied heavily upon. It’s where you go for a large chunk of the information you need because they see data from all sides of any mobile app transaction. They own the data of where users come from and are continuing to build themselves into the center of the mobile user experience.

What do you like most about working in apps?

The pace of change, and how quickly new content can surface. Keeps it fresh and interesting.

What one thing would you change about the app industry?

I don’t see a lot of benefit in having multiple unique app stores which do some things similar and some things different. I’d like to see one app store which is OS agnostic.

Where do you think there’s an opportunity for apps or unmet needs?

Discovery. Apple and Google still have too much control over what the “general public” downloads for apps. I’d like to see search get a lot smarter and more useful.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Robinhood, Nest, YouTubeTV, Venmo, UberEats and Vrbo.

Any Netflix/ TV show recommendations?

Shadow & Bone on Netflix

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Jonathan Kay appeared first on Business of Apps.

]]> Brannan Coady https://www.businessofapps.com/app-leaders/brannan-coady/ Thu, 10 Jun 2021 10:13:52 +0000 https://www.businessofapps.com/?post_type=appleaders&p=67518 Brannan Coady is the Chief Executive of Netsells Group, a leading UK digital product consultancy serving some of the UK’s leading businesses such as Trainline, Coca Cola and Toolstation. Through Netsells Ventures and personally, Brannan has overseen investments in multiple startups and managed multi million pound exits to FTSE 100 organisations. Brannan is also an executive director and Chief Product Officer of YourParkingSpace, one of the fastest growing technology businesses in Europe. In your own words, what’s your role in the app business right now? My role is to set the strategic direction of the company, and to lead our team of incredible leaders. I’m still heavily involved in a number of areas of the organisation, but with a core commercial focus. I love nothing

The post Brannan Coady appeared first on Business of Apps.

]]> Brannan Coady is the Chief Executive of Netsells Group, a leading UK digital product consultancy serving some of the UK’s leading businesses such as Trainline, Coca Cola and Toolstation. Through Netsells Ventures and personally, Brannan has overseen investments in multiple startups and managed multi million pound exits to FTSE 100 organisations.

Brannan is also an executive director and Chief Product Officer of YourParkingSpace, one of the fastest growing technology businesses in Europe.

In your own words, what’s your role in the app business right now?

My role is to set the strategic direction of the company, and to lead our team of incredible leaders.

I’m still heavily involved in a number of areas of the organisation, but with a core commercial focus. I love nothing more than sitting with our customers and mapping out an exciting new industry-changing product.

How did you end up working in apps?

Netsells began as a web development firm, producing websites for small and medium sized businesses. Over time it became clear that mobile applications were set to become a core concern of our customer base, and we felt we had built the skills and expertise necessary from our time in the web world to play our part.

10 years later, we are delivering mobile applications for some of the largest organisations in the world and our technology is changing thousands of peoples of lives for the better each day, and that’s something we are really proud of.

What are you most excited about in apps right now?

The emergence of Flutter has finally brought about the safe prospect of developing once for both platforms, and I think that’s a fantastic thing for businesses.

What other companies in the app space do you rate/ inspire you and why?

The emergence of fintech products that have made it incredibly simple for a new generation to begin thinking more carefully about their financial future is inspiring. Platforms like Wombat and Moneybox are going to be the saviour of Gen-Z!

What do you like most about working in apps?

The enormous variety! Every day in this sector is different, and you learn so much about different topics that you otherwise would never have learned.

What one thing would you change about the app industry?

It would be great to see the emergence of a clearer method of professional accreditation for digital talent. There are unfortunately a lot of poor quality providers on the market, and it can be very difficult for customers to know who to trust.

Where do you think there’s an opportunity for apps or unmet needs?

I think the HealthTech space – although rapidly growing – has a long way to go. I’d like to see the NHS take a more proactive approach to how they could embrace digital, particularly through a centralised virtual consultation and prescription service.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

LinkedIn! It’s been essential for staying connected and networking with other businesses during the pandemic.

Any Netflix/ TV show recommendations?

Making a Murderer!

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Brannan Coady appeared first on Business of Apps.

]]> Omri Argaman https://www.businessofapps.com/app-leaders/omri-argaman/ Thu, 10 Jun 2021 10:10:59 +0000 https://www.businessofapps.com/?post_type=appleaders&p=67096 “A mobile and digital entrepreneur with 20 years of extensive experience in the marketing and advertising market. In 2007 I co-founded moblin, one of the first mobile marketing agencies in the world. In 2017 sold the moblin agency to WPP and merged the technology with Zoomd. In 2019 took Zoomd to be a public traded company in Canada (TSXv: ZOMD). Having offices in 8 countries. Prior to moblin, Omri worked at Microsoft for seven years in various business development and marketing positions. Omri acts as Zoomd’s CMO and CGO and holds a BA from Ruppin Academic Institute, Israel.” In your own words, what’s your role in the app business right now? To help advertisers plan and execute their mobile strategy in the best and most

The post Omri Argaman appeared first on Business of Apps.

]]> “A mobile and digital entrepreneur with 20 years of extensive experience in the marketing and advertising market. In 2007 I co-founded moblin, one of the first mobile marketing agencies in the world. In 2017 sold the moblin agency to WPP and merged the technology with Zoomd. In 2019 took Zoomd to be a public traded company in Canada (TSXv: ZOMD). Having offices in 8 countries. Prior to moblin, Omri worked at Microsoft for seven years in various business development and marketing positions. Omri acts as Zoomd’s CMO and CGO and holds a BA from Ruppin Academic Institute, Israel.”

In your own words, what’s your role in the app business right now?

To help advertisers plan and execute their mobile strategy in the best and most professional way.

How did you end up working in apps? 

Founded moblin in 2007 as one of the first mobile marketing companies in the world, started offering app development services since the launch of the iPhone in 2007, and ever prior to that for Nokia, java-based applications.

What are you most excited about in apps right now?

Founded moblin in 2007 as one of the first mobile marketing companies in the world, started offering app development services since the launch of the iPhone in 2007, and ever prior to that for Nokia, java-based applications.

What other companies in the app space do you rate/ inspire you and why?

Digital Turbine – I know them since they started and really admire the way they did and how they grew. offering more and more abilities as part of their offered services.

What do you like most about working in apps?

Innovation and being able to touch such a big amount of people.

What one thing would you change about the app industry?

Fraud. Too much of it.

Where do you think there’s an opportunity for apps or unmet needs?

In Fintech and in e-commerce. I think these two categories include a very high potential for the future

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Wolt, Yahoo Finance, Spotify

Any Netflix/ TV show recommendations?

The Minions of Midas

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Omri Argaman appeared first on Business of Apps.

]]> Carissa Lintao https://www.businessofapps.com/app-leaders/carissa-lintao/ Thu, 10 Jun 2021 10:07:42 +0000 https://www.businessofapps.com/?post_type=appleaders&p=67077 “Carissa Lintao is a “Kind Innovator” and the CEO & founder of Apptuitive, an award-winning app marketing agency. She’s been recognized in Forbes, TEDx, CNBC, Business Insider, and Roadtrip Nation’s documentary ‘Venture Forward’ for her entrepreneurial efforts & focus on changing tech for the better. Carissa’s passion is raising awareness about the intersection of ethics & tech to bridge information gaps and level the playing field.” In your own words, what’s your role in the app business right now? As the founder of Apptuitive, I oversee business development and the growth of the company. Aside from accelerating growth for leading brands through organic & paid acquisition, I have two main responsibilities: 1. Keeping everyone as happy as humanly possible – from clients to the Apptuiteam.

The post Carissa Lintao appeared first on Business of Apps.

]]> “Carissa Lintao is a “Kind Innovator” and the CEO & founder of Apptuitive, an award-winning app marketing agency. She’s been recognized in Forbes, TEDx, CNBC, Business Insider, and Roadtrip Nation’s documentary ‘Venture Forward’ for her entrepreneurial efforts & focus on changing tech for the better. Carissa’s passion is raising awareness about the intersection of ethics & tech to bridge information gaps and level the playing field.”

In your own words, what’s your role in the app business right now?

As the founder of Apptuitive, I oversee business development and the growth of the company. Aside from accelerating growth for leading brands through organic & paid acquisition, I have two main responsibilities: 1. Keeping everyone as happy as humanly possible – from clients to the Apptuiteam. This entails everything from managing expectations to surprising & delighting customers. 2. Executing ideas at speed. I’m always testing new strategies or starting new projects to see what sticks and what doesn’t. I’m always working on bigger & badder things.

How did you end up working in apps?

I fell into the app marketing world when I was 18 years old because I couldn’t find a “real” job. One day, I found Upwork, the world’s largest network for independent professionals and was almost immediately hired by an indie developer. I was tasked with the mission of writing 300 questions & answers for his House of Cards Trivia app. I knocked out that project, and before I knew it, more and more projects started falling into my life. I’ve done everything from writing push notification copy to ideating & executing full-scale marketing strategies for apps on the Top Charts.

What are you most excited about in apps right now?

Hyper-niche utility + social apps. Apps that are developed “by the people for the people” are extremely fascinating to me. These founders know their target customer inside & out and are able to cultivate community like no one else’s business. Think Peanut, Loosid, The SnapBack, Lex, etc.

What other companies in the app space do you rate/ inspire you and why?

MobileAction and Digiruu! We’re official partners with MobileAction and consider the Digiruu family as a part of ours. Both companies prioritize their customers first and it’s so clear to see in their work.

What do you like most about working in apps?

Working closely with founders who are making a serious impact. Social good is something that’s very important to me so whenever I get to work with a mission-driven company – I’m over the moon. Also, the fact that we work on something new every single day is also something I love. We could be working on a baby monitor app one day and a hypnosis app the next. Definitely requires me to stay on top of a ton of different trends and industries which is something I enjoy.

What one thing would you change about the app industry?

It’s pay to play nature. Generally speaking, it’s more expensive to grow a user base than it was years ago. Community building / organic growth has never been more important.

Where do you think there’s an opportunity for apps or unmet needs?

There’s a lot to be said about differentiation. Both mobile app stores are extremely saturated and we’re at the point where it doesn’t make sense to compete head to head against dominant players unless you have a multi-million dollar budget to justify doing so. The new wave of successful founders will be people who have strong missions and go out of their way to build for needs – not attention.

If you weren’t working in apps what would you be doing?

I’d either be doing something related to music, which I studied for over 10 years, or philosophy/education full-time.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Spotify, Slack, Bumble, Google Maps, and Hypnocloud

Any Netflix/ TV show recommendations?

Peaky Blinders or Mad Men!

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Carissa Lintao appeared first on Business of Apps.

]]> Sarat Pediredla https://www.businessofapps.com/app-leaders/sarat-pediredla-hedgehog-lab/ Fri, 14 May 2021 10:50:18 +0000 https://www.businessofapps.com/?post_type=appleaders&p=66989 “I am the CEO & Co-founder of hedgehog lab. After working behind the desk as a developer in agencies for many years, where developers were constantly relegated to second-grade citizens, I realized that there is a great opportunity in building a company that was centered around people. I am now fulfilling my real passion to be an entrepreneur working in digital and software helping with world-renowned brands in helping them make the best of technology.” In your own words, what’s your role in the app business right now? As the CEO, I am responsible for the overall culture, vision, strategy and growth of hedgehog lab. I also lead the commercial teams responsible for customer acquisition and success. When we founded hedgehog lab, apps weren’t really

The post Sarat Pediredla appeared first on Business of Apps.

]]> “I am the CEO & Co-founder of hedgehog lab. After working behind the desk as a developer in agencies for many years, where developers were constantly relegated to second-grade citizens, I realized that there is a great opportunity in building a company that was centered around people. I am now fulfilling my real passion to be an entrepreneur working in digital and software helping with world-renowned brands in helping them make the best of technology.”

In your own words, what’s your role in the app business right now?

As the CEO, I am responsible for the overall culture, vision, strategy and growth of hedgehog lab. I also lead the commercial teams responsible for customer acquisition and success.

When we founded hedgehog lab, apps weren’t really a massive market in 2007. Whilst the iPhone was just introduced that year, and we had an inkling that this was going to be a big space, it was a very nascent market. Originally, we focused a lot of our time on being a web agency, focusing on building websites and web apps for customers.

However, as time went on, we realized that web development was becoming a commodity and you really needed to specialize in something specific to have a differentiated proposition. We saw mobile as a huge growth market, so we pivoted into this area in 2011 and haven’t looked back ever since.

What are you most excited about in apps right now?

Although the app market is mature and has a decade+ behind it, I don’t think we have seen the end of the innovation that is possible in this space. Most pundits believe that apps will give way to web apps or PWA but I think they are missing the point around how native can grow alongside the web. It’s not a case of one or the other.

With recent innovations like AR and products like IKEA Place, you can start to see how apps can move from a very transactional tool to something that brings real-life experiences into your house.

What other companies in the app space do you rate/ inspire you and why?

There are a ton. I love what companies like Hopin and Zoom are doing. They are utilizing the power of mobile to bring people together virtually and redefine how we connect. I am a big fan of Slack and the way it started out as a communication tool but branched into being the operating centre for your business with the integrations it supports.

What do you like most about working in apps?

The ability to make a real difference in people’s lives. We are currently working with a customer who has an app that is literally saving dozens of lives in the incident management space. Yes, apps can be trivial and fun but they can also make a huge difference.

What one thing would you change about the app industry?

I’m not a huge fan of freemium games. I understand why they exist and why the economic model allows businesses to flourish but it’s a model that preys on addictive behaviors. I would prefer to simply have developers set a fair price for a premium game and have upsells that add value.

Where do you think there’s an opportunity for apps or unmet needs?

I think there is more innovation coming in apps around bridging the physical and digital worlds. I think there is a lot of new stuff still to come in AR/VR and crypto/blockchain is already changing the economic landscape.

If you weren’t working in apps what would you be doing?

I would probably have been a Doctor as that was my original childhood ambition before I decided I preferred computers to human brains!

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Slack, Day One, Timehop

Any Netflix/ TV show recommendations?

I don’t watch a lot of TV and I bet everyone’s watched it but Schitt’s Creek. Brilliant escapist TV.

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Sarat Pediredla appeared first on Business of Apps.

]]> Anatoly Sharifulin https://www.businessofapps.com/app-leaders/anatoly-sharifulin-appfollow/ Mon, 10 May 2021 18:39:35 +0000 https://www.businessofapps.com/?post_type=appleaders&p=66861 “I am the CEO of App Store Optimization platform AppFollow. I have specialized in mobile app development and promotion since 2009. Having started my career as a CTO with TochkaK, I’ve joined Ostrovok.ru where I worked as the Head of Mobile Products for two years. In 2013, I won a hackathon hosted by AngelHack. At present, I combine my business pursuits with teaching at Netologia online school, where I deliver lecture courses on “Mobile Marketing” and “Mobile Product”. I am a huge fan of metrics and the remote culture and am passionate about SaaS and startup development.” In your own words, what’s your role in the app business right now? With the AppFollow products, I am helping users/companies to keep up-to-date with the trends for

The post Anatoly Sharifulin appeared first on Business of Apps.

]]> “I am the CEO of App Store Optimization platform AppFollow. I have specialized in mobile app development and promotion since 2009. Having started my career as a CTO with TochkaK, I’ve joined Ostrovok.ru where I worked as the Head of Mobile Products for two years. In 2013, I won a hackathon hosted by AngelHack. At present, I combine my business pursuits with teaching at Netologia online school, where I deliver lecture courses on “Mobile Marketing” and “Mobile Product”. I am a huge fan of metrics and the remote culture and am passionate about SaaS and startup development.”

In your own words, what’s your role in the app business right now?

With the AppFollow products, I am helping users/companies to keep up-to-date with the trends for their own app as well as get a bird’s eye view on the competition (to keep track of app performance, enhance the conversion to install rate, boost your average rankings, streamline your work with users, select the best keywords and adjust ASO).

How did you end up working in apps? 

I’ve realized I don’t want to spend my whole life just programming. I wished to share the product I make with a wider audience. I desired to see how successful products are made and got myself a job in a startup that had investor support, a proper business model, and traction. Then, I had an idea to run my own VC-funded startup. We’ve tried a number of product ideas I had at the time. Later, we went to a hackathon and won. After that, there was a visit to Silicon Valley, where we pitched our idea to investors. There, I realized that we needed to find something new – with the best business model and the demand on the market that isn’t saturated yet. At the time, I’ve been really into mobile app promotion on the App Store and Google Play, so I’ve become an ASO Expert and loved to do mobile app competitor analysis. But, this was too time-consuming, since all the data had to be collected manually through a dozen different services. And thus, I’ve started a company that has been in the market for six years now.

What are you most excited about in apps right now?

The number of apps in the market grows rapidly every year, with more and more apps grabbing the spotlight. The Clubhouse app is a testament to that. But that also means it’s the competitive scene in the App Store and Google Play is getting tighter. As an expert, I find it exciting to help developers and app publishers create better apps and market them. That’s what makes AppFollow valuable to users.

What other companies in the app space do you rate/ inspire you and why?

App Annie – #1 Marketing Intelligence Platform Podium, BirdEye – top reputation management platform, Miro – top SaaS for remote teams.

What do you like most about working in apps?

That’s one of the most dynamic and quickly growing industries. The competition is becoming stronger – the app publishers get more challenges, and that positively affects their quality and growth. When you work with mobile apps, you learn a lot of new things every day. You may think that you’ve seen it all, and then bam! Playrix starts using a new buying strategy and an entire section of the market is changed.

What one thing would you change about the app industry ?

More accurate in-store analytics would definitely be welcome by a lot of people. New changes in Google Play Console (GAdW ad attribution to organic traffic), Apple Search Ads (Search installs), and App Store Connect make it impossible to use only the app store console data for meaningful analytics.

Where do you think there’s an opportunity for apps or unmet needs?

AR recognition apps are quite a good opportunity, to use at the industrial facility as well as to recognize items with Buy links.

iOS or Android?

iOS

What app(s) have been most useful to you over the last year?

Slack, Notion, Twitter

Any Netflix/ TV show recommendations?

Resident Alien / Ted Lasso

Do you know someone driving change and growth in the app industry?
Nominate an app leader here.

The post Anatoly Sharifulin appeared first on Business of Apps.

]]>