App Annie Raises $fifty five Million Collection D, Launches New Product For Monitoring App Utilization
App Annie, an organization whose knowledge on app downloads, rankings, app retailer developments and extra has made it a go-to useful resource for anybody invested in at present’s app financial system, immediately introduced a brand new $fifty five million spherical of Collection D funding. The oversubscribed spherical was led by Institutional Enterprise Companions (IVP), and included present buyers Sequoia Capital, Greycroft Companions and IDG Capital Companions.
Moreover, the corporate is rolling out its new product, “Utilization Intelligence” into beta, with the objective of permitting app publishers, entrepreneurs, buyers and different cellular business leaders to realize deeper insights into utilization patterns inside purposes by offering knowledge on lively customers, time spent in apps, utilization frequency and consumer retention.
Although App Annie has till now provided clients in depth knowledge on apps and app shops, peering inside particular person apps to see how their customers engaged with them was nonetheless a gap the corporate wanted to fill in its product lineup.
App Annie’s “Utilization Intelligence” Product Debuts
App Annie spent two years constructing this new utilization product, CEO Bertrand Schmitt tells us, which he says is initially being focused towards the corporate’s enterprise clients.
With Utilization Intelligence, App Annie is, to some extent, choosing up the place Onavo, an app analytics agency later acquired by Fb, left off.
In October of final yr, we noticed App Annie’s preliminary foray into its assortment of app utilization knowledge instantly from shoppers by means of a cellular app referred to as VPN Defender. That app is revealed by an App Annie subsidiary dubbed “Sensible Sense,” and has been offering a free VPN utility in trade for utilization knowledge collected from the app’s customers.
The thought is to supply shoppers a worth trade, the place they perceive that they’re receiving the app at no cost – an app that others might have charged for – and in doing so, they’re prepared to share their anonymized app utilization knowledge again with the corporate to be aggregated with knowledge from others, then bought to App Annie’s clients.
Schmitt says that there at the moment are different Sensible Sense apps within the works, “principally utility-sort apps,” he says, and the second will doubtless hit when App Annie’s Utilization Intelligence product launches out of beta in Q2 2015.
However these direct-to-shopper apps usually are not App Annie’s solely supply of knowledge, Schmitt clarifies. App Annie additionally makes use of proprietary survey methodology to conduct surveys on-line, on the telephone, and even in individual.
With App Utilization Intelligence, App Annie’s clients will be capable of analyze their very own apps in addition to that of rivals, gaining perception into detailed metrics that show how widespread an app is outdoors of downloads – a metric that may be deceptive as corporations run advertising and advert campaigns to accumulate customers and even purchase downloads with a purpose to transfer up larger within the rankings.
Utilization knowledge is necessary as a result of it tells the actual story of an app’s “traction.” App Annie will now show DAU, WAU and MAU figures (every day, weekly and month-to-month lively customers), plus analyze how lengthy customers interact with purposes, how typically they launch them, and the way properly these apps are retaining their customers.
This knowledge will probably be bought individually from App Annie’s different enterprise merchandise, however the firm shouldn’t be but revealing pricing. Nevertheless, Schmitt would say that, on common, an App Annie buyer is spending $eighty,000 per yr with the corporate.
App Annie Planning For Worldwide Enlargement, M&A, And A Social Platform
“We’ve been money circulate break-even every now and then,” says Schmitt, however the firm is at present to investing in new services, market expansions, and extra. “Our focus is to rigorously use our money in areas of progress,” he provides.
In 2014, the corporate tripled revenues, doubled its group to 300 staff throughout 10 international workplaces, and grew its personal lively consumer base by seventy five% yr-over-yr to 350,000. It additionally acquired its closest competitor with its buy of Distimo.
With the brand new funding, App Annie will proceed to gasoline its progress, increasing additional into worldwide markets, fund M&A exercise, and spend money on product improvement.
One initiative on the horizon is popping App Annie into extra of a social platform. That’s, permitting customers and colleagues to comply with one another on the service. This is able to profit these inside an organization working to research particular apps or tendencies, permitting customers to be alerted about new apps colleagues are monitoring, for instance. It might additionally help find exterior contacts, like these who might provide help to when planning a world launch on your app, notes Schmitt.
The brand new funding sees App Annie including Eric Liaw, Common Associate at IVP, to its board. IVP has invested in quite a few cellular and B2B companies, together with AppDynamics, Datalogix, Marketo, Shazam, Snapchat, Supercell and Twitter.
Like many, Liaw isn’t just an App Annie investor – he’s additionally an extended-time buyer.
“We’ve been very happy particularly with how the product has advanced since we first began our relationship as a buyer,” he says. “The corporate is persistently innovating and for instance, final yr unveiled their very own app, in order that we will entry our knowledge from anyplace.”
Liaw says the brand new Utilization product is compelling, particularly in mild of Apple’s current information of hitting $10 billion in 2014 income for builders. However that, he says, solely captures a selected sort of transaction on a single (albeit essential) platform.
“There are numerous different actions that monetize instantly and not directly via cellular apps and members of the cellular ecosystem want to have the ability to acknowledge subsequent degree tendencies past merely downloads,” he continues. “It’s very pertinent to know which apps are getting used, how typically and by whom.”
The Utilization product is launching into beta at present for present clients, with plans to roll out to the broader public in Q2.