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With 75% market share, AppsFlyer leads the way in India

The mobile attribution platform attributes its success to being customer obsessed.

ET Bureau|
Jul 24, 2019, 09.47 AM IST
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With ​Sanjay Trisal - India head for AppsFlyer - at the helm, the brand now works with more than 250 clients in India​.
With Sanjay Trisal - India head for AppsFlyer - at the helm, the brand now works with more than 250 clients in India.
India has emerged as a global leader in mobile apps and is growing at an exponential pace. AppsFlyer is capitalising on this growth, with more than two billion installs in Q2 2019 alone, representing a 60 per cent Y-O-Y increase from its growing customer base.

While most people are familiar with Paytm, Times Internet and Hotstar, they may not know how these leading companies are growing or why they are dominant India success stories.

One reason: They are data-driven decision makers, intelligently using mobile analytics data to give them an immense competitive advantage. So, what’s the secret to their success? For many of these companies, the answer lies within AppsFlyer’s DNA.

AppsFlyer, the leading global mobile attribution platform, attributes much of its success to being customer obsessed. It empowers clients to achieve their goals by building bestin-class technology products.

Growing trends
The company recently surpassed $100 million in ARR and is the default attribution partner and measurement infrastructure that brands like Paytm, Hotstar, Times Internet, Indiabulls Dhani - Personal Loan App, Dailyhunt, CureFit, Nykaa, Swiggy, Ludo King and thousand others rely on to augment their growth and further their reach.

As compared to 4.5 billion devices last year, AppsFlyer’s technology now exists in almost 11 billion devices. From helping app-developers, brand and ad-agencies, to providing comprehensive, unbiased insights for brands to make data-driven marketing decisions, AppsFlyer is the source of truth when it comes to marketing performance.

As Deepak Abbot, senior vice-president at Paytm, puts it, “Attribution is the cornerstone of marketing and accuracy is the foundation of how decisions are made. With AppsFlyer’s holistic approach to mobile measurement and clear market leadership, our decision to ensure a longterm commitment with them was a simple one.”

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Making its presence
The journey from zero to 75 per cent market share in India hasn’t been easy. With Sanjay Trisal at the helm, the brand now works with more than 250 clients in India, 94 per cent of which comprise leading industry players across telco, OTT, e-commerce, and news.

Today, AppsFlyer is one of the most trusted partners in India’s BFSI, video OTT and entertainment sector.

With extensive experience focused on mobile marketing, Trisal embarked on his journey as the country head - India at AppsFlyer in 2015. His initial goal was to understand customers’ pain-points, their objectives, expectations and provide the desired solutions to their issues.

Now, in 2019, the India team has grown six times and AppsFlyer business has grown 3X Y-o-Y for three consecutive years, while acquiring new clients across every vertical.

AppsFlyer processes more than one trillion app events per month, ensuring that all its business and product decisions are in line with the needs and expectations of their customers.

“We are proud to have the most robust security and privacy measures in our industry, protecting our clients’ data,” says Trisal. “Our obsession with their success is the reason we remain independent, unbiased and removed from any conflict of interest. We are truly humbled to be an integral part of our customers’ MarTech stack.”


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AppsFlyer raises $56 mln from Qumra Capital, 3 others

India is below the global average in terms of In-App purchasing: AppsFlyer’s Ronen Mense

AppsFlyer raises $20 million to invest in R&D, global expansion

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