Sanjay Trisal, Country Manager-India, AppsFlyer

“AppsFlyer had done a survey in the past which explored why engagement and more importantly re-engagement is critical for app marketers. It is a well-known principle that it costs 5x more to acquire a customer than to retain them. A timely interaction with a recently lost user - via email, ad re-targeting or even a phone call from a service rep can help regain these users.”

April 25, 2016 3:03 IST | IIFL
Sanjay Trisal, Country Manager-India, AppsFlyer
Sanjay Trisal, Country Manager-India, AppsFlyer, is responsible for building AppsFlyer's business in India across all verticals and domains including acquiring more local customers, scaling up on existing clients and focussing on business growth through product, sales, support and technology while growing the team. Sanjay joined AppsFlyer from InMobi, a global mobile advertising company where he was head of sales for Latin America. He was instrumental in building a strong demand in the LATAM market focusing on m-commerce, utilities, games and other performance business, developing the brands and agency strategy, helping in user acquisition, re-targeting, re-engagement & monetization for app developers and setting revenue targets. His prior experience include stints with bluechip companies like Ingram Micro, Dell Computers and Ramco Systems where he has shown his leadership skills and exponential growth across enterprise and small & medium businesses.
AppsFlyer, is a SaaS mobile marketing analytics and attribution platform that helps advertisers measure the impact of their ads on various platforms. The company has recently set up operations in Bengaluru to focus on the Indian mobile market to ride on the mobility upsurge. AppsFlyer assists companies that use multiple platforms to serve ads and track return on investment on each platform. It does this by providing a framework that companies can integrate into their own apps. AppsFlyer had been working with Indian firms such as One97 Communications Ltd-owned Paytm, Housing.com, online classifieds company Quikr India Pvt. Ltd, Bharti Airtel Ltd, and more. The company, which works with 10,000 customers across the world, measuring more than $2 billion mobile ad spending a year, plans to expand India operations over the next year. AppsFlyer has offices in Israel, San Francisco, New York, Beijing, Tokyo, Seoul, Bangalore, and Bangkok.
Replying to Anil Mascarenhas of India Infoline, Sanjay Trisal says, “AppsFlyer had done a survey in the past which explored why engagement and more importantly re-engagement is critical for app marketers. It is a well-known principle that it costs 5x more to acquire a customer than to retain them. A timely interaction with a recently lost user - via email, ad re-targeting or even a phone call from a service rep can help regain these users.”
Israel is known for being among the best in technology and security offerings. What has been your experience with AppsFlyer?
The success of Israeli hi-tech is nothing new. A majority of Israelis gain experience at a relatively young age solving complex problems quickly with limited resources -- which produces a culture of creativity and innovation, agility, and an entrepreneurial spirit. Israeli success in both B2B and B2C industries requires the tech expertise, skills and capabilities not only to build innovative products and services, and to do so operating in highly-nimble, fast-moving environments where the ability to foresee and meet the challenges and opportunities ahead is paramount. Such dynamism in which you try, fail, and then try again until a technological solution is born -- and to do it all really fast -- really compliments the Indian consumer psyche and needs.
How do you see Mobile advertising shaping up in India? Could you share some numbers on the size?
As mobile continues to play a central role in people’s everyday lifestyle, companies recognize the need to increase efforts on digital marketing, with mobile becoming key to the advertising strategy. According to research by eMarketer, mobile advertising is on its way to becoming a $100bn market for the first time in 2016, and research suggests that total media ad spending in India will be around USD $7.4 billion in 2016, an increase of 11.3% from last year. By 2020 total ad spending in country will approach $12 billion. Of this, digital ad spending - particularly on mobile - will see the highest percentage growth. While the traditional medium like TV is expected to grow by 86% from 2015 to 2020, in the same time frame mobile is predicted to grow by nearly 500%.
Do Android and iOS users behave differently when it comes to apps?
iOS and Android users have different priorities & tendencies, and they behave differently as well. According to a recent data study from AppsFlyer, consumers generally install more apps on the weekends than during the week on both iOS and Android. However, there is a noticeable difference between iOS and Android users when it comes to which days of the week they tend to interact with their apps.

iOS users are almost four times as likely to convert and to become high-value customers in the health and fitness category — whereas Android users are far more loyal in terms of travel, entertainment, and utility apps.
The traditional thinking has been that iOS users tend to be more affluent (tending to buy more expensive Apple devices more frequently). As it turns out, these users are also more inclined to install and engage with apps during ‘leisure’ hours — evenings and weekends. App engagement among mobile users throughout Asia is highest on weekends for iOS users, but it is lowest during the weekend for Android users, who show the highest in-app engagement during the week, with a peak on Thursdays. Where there is a relatively big jump in app engagement among iOS users from Thursday to Friday, the opposite happens with Android users -- a drop-off in app engagement between Thursday and Friday.
Retention remains a major pain point for app marketers. What is your advice?
It is a well-known principle that it costs 5x more to acquire a customer than to retain them. A timely interaction with a recently lost user - via email, ad re-targeting or even a phone call from a service rep can help regain these users.
AppsFlyer had done a survey in the past which explored why engagement and more importantly re-engagement is critical for app marketers. The survey looked at over 450 million installs across ecommerce, travel and utility apps from May to July’ 2015. The retention rate was calculated as the unique number of users who were active on days one, seven and 30, out of the total number of unique users who first launched the app in the selected timeframe.
While retention rates do vary by operating system, it is not by much. Almost a third of both Android and iOS users relaunched the app after a day, showing that engagement significantly decreased just 24 hours after the initial install. By day 30, only 3.3% of Android users and 3.2% of iOS were still engrossed with the app. Retention rates on Android devices after 30 days were 156% greater for organic app installs than for paid app installs. Smartphone users are clearly interacting with apps, specifically those they find organically.
We at AppsFlyer suggest some of the tactics that have been proven to positively impact retention.
Define and Track LTV (Lifetime Value): App marketers need to define and target high quality app users who will continue to engage and convert over time.

In-App & Push Messaging: In-app and push messaging play an essential role in boosting engagement and retention.

Predictive Insights: Understanding which users are at risk of leaving gives you the opportunity to save them. Using predictive app marketing, you can design highly personalized messaging campaigns to re-engage these users before it’s too late.

Remarketing: 50% - 60% of all app users opt for push messaging, making it increasingly hard to draw users back into your app. Sending a compelling reminder about your app to users outside of the app is an effective way to re-engage them.

Use Data to Guide You: Having the right data insights will allow you to strengthen your interactions with users, ultimately resulting in a positive uptick in retention.
What are the changing trends in SaaS mobile marketing analytics? What are the opportunities and challenges in this segment?
The SaaS mobile marketing analytics space is evolving fast. In general, there's a movement towards giving marketers more and more control over their own data, which means enabling them to dig deeper into it, to build their own models off of it, and to get faster insights out of it. The opportunities are practically endless: the more marketers know about their prospects and customers, the more targeted and creative they can get with their campaigns. But there are still challenges to overcome in terms of getting immediate access to the right data without putting a strain on engineering resources, and using that data to make decisions in real-time. The good news is that the industry is very quickly moving in the right direction.
How does AppsFlyer help advertisers measure the impact and ROI of their ads on various platforms?
The time spent mobile is expected to almost double from 33% in 2103 to about 61% in 2018, meaning more and more people are using Mobile as the first device. Yet, according to a recent report from eMarketer, a majority of marketers said they would spend more on mobile marketing if their ability to track ROI improved. Without an unbiased, third-party attribution provider that helps mediate between the ad networks, mobile publishers and other parties - like AppsFlyer - mobile marketers have no way of knowing which users came from which ad campaigns, or which efforts are attracting their most valuable users.
By getting the cost data from our network partners - including Facebook and nearly 1,500 others - we can automatically pair each campaign’s cost and inbound revenue, enabling marketers to optimize their campaigns based on actual bottom-line impact. With Facebook’s clout as the industry leader for app marketers, it is of particular importance to combine in-app activity and lifetime value data with ad cost and other campaign details from Facebook to advertisers. As an official Facebook Mobile Measurement Partner with advanced Facebook integrations, we are proud to be the first, and only attribution provider to offer this capability.

What impact are you seeing due to the mobility upsurge in India?
India is considered the world's second largest market in Asia Pacific for smartphone users. Research says that by 2020, the number of Indians accessing the internet over mobile devices is expected to grow to 600 million. Increased penetration and falling data prices, along with the coming of 4G network bandwidth and smartphone prices dropping to about $100 or less, mobile usage will continue to rise steadily - as will marketers reaching out to their target audiences via mobile.
With mobile’s rise in India, there is an increasing trend of consumers utilizing mobile to make purchases. Of mobile users, over 50% in major cities have done so, and that number is growing. And so marketers are becoming more sophisticated and increasing their investments and marketing activities on mobile. In 2016 we have seen marketers getting even more focussed on ROI. This is where we come in.
India a fast-growing, relationship-driven and price-sensitive market, and the demand for a robust and scalable system that empowers marketers to take advantages of the opportunities in India is enormous. So too is the demand for marketers to be data-driven in their efforts, with a platform that’s affordable and has time-sensitive, reliable support. AppsFlyer as technology platform solves for this problem of marketers by providing them an analytical platform to measure their ROI across the channels they spend money on.
To what extent can companies integrate your offerings into their own apps? Are there issues with API sharing etc.?
Everything we do, and all features offered on our platform can be integrated into any app with a single, light SDK.
Who is your target audience? What tangible advantages do they get on your platform? 
Our target audience is any company that is trying to market a mobile app - from the biggest brands and agencies to the smallest app developers. We work with app marketers across a variety of industries -- from gaming and e-commerce to finance and travel -- and we work directly with brands as well as with the ad agencies who represent them (in fact we have a solution purpose built for agencies). With the evolution of mobile apps, the adoption rates among consumers today, we work with leading brands in all industries -  from banks to telcos and TV to automotive. Having an App on user device is the best way to win the customer loyalty. We help these companies to grow and increase their loyal customers, as well as evaluate the ROI of their marketing activities. The advantages for our customers is that, unlike others, we are official measurement partners with Facebook and will remain completely independent and unbiased - we don’t offer any products for affiliate networks and therefore have no vested interest in network performance. In addition, our reporting comes in real-time, so customers can optimize their activities accordingly without any time or money wasted. We also offer deeplinking, which ensures users have a seamless experience no matter which device they’re on, and TV attribution, allowing marketers to measure the success of their TV ad campaigns.  
What are your expansion plans in India? How would they be funded?
India is one of the most strategic market for AppsFlyer and we have been catering to this market from our H.Q. AppsFlyer started its India based operations with local offices in Bangalore from September 2015. We have built a strong team of support engineers, Customer Success Managers and others.
Today AppsFlyer is a partner of choice in India for all the leading banks, Telcos, e-commerce, Travel and other performance companies. As we are steadily growing our market share, we can reinvest revenues in order to continue growing the team in a variety of functions.
Comment on your geographical presence.
We are active throughout every region in the world, and now have 11 offices worldwide: Tel Aviv, San Francisco, New York, Beijing, Bangalore, Bangkok, Tokyo, Seoul, London, Berlin, Buenos Aires.

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