“Your target market definitely has a smartphone now, that can be your base expectation, but a few years back it wasn’t,” he said. The upward trajectory of the app industry since then has been positively meteoric. Schmitt co-founded App Annie driven by a desire to find out what was working, what was growing, and which countries were accelerating fastest.
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While it had been difficult to install and maintain apps on cell phones, the App Store changed all that, making it much easier for users and developers. “I could see the value of the App Store because I could see where the web was not really efficient,” Schmitt said. When Apple’s iOS App Store opened in 2008, Schmitt saw an exciting opportunity. Schmitt has been involved in the mobile industry for close to 25 years, starting out programming calculators, before graduating to PDAs, the first cell phones, and then smartphones. With more than 900 enterprise customers, App Annie serves up insights to everyone from big tech companies, gaming companies, and social networks, to major players in retail, travel, and transportation. Headquartered in San Francisco, it has always covered the whole world in its analysis. The company has passed its eighth birthday and now employs more than 450 people across 13 different countries. “The big thing is we don’t save user data, all the data we provide is aggregated - it’s an estimate - we never directly share anything.” “We have many, many different sources of data, from apps, public information, our partners,” Schmitt said. App Annie can pull together this kind of data because it has built up an enormous reach that includes more than one million connected apps and more than one million registered users. Globally, there were 175 billion app downloads in 2017, and people spent $86 billion in app stores in the same year. Perhaps best summed up by Apple’s fiendishly clever 2009 ad slogan, “There’s an app for that,” the mobile app industry is now incredibly diverse and generates enormous sums of money. The mobile app industry is now incredibly diverse and generates enormous sums of money.
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