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AiThority Interview with Thomas Kriebernegg, Managing Director & Co-Founder at App Radar

Thomas Kriebernegg, CEO and Co-Founder at App Radar

Hi. Welcome to our Interview Series. Please tell us a little bit about your role and responsibilities in your current company. How did you arrive at App Radar?

“The story of App Radar is very much bound to my personal story. I started working in the field of Online Marketing around 20 years ago and specialised in the area of app marketing around 10 years ago. In the beginning I was working as a consultant helping up-and-coming mobile apps and games get more visibility within the app stores. After getting more and more clients that asked me for my help, I knew it was time to scale.

“Back in the day there wasn’t really much expertise in the field of app marketing or software solutions that could easily help analyse and optimise app marketing performance. So, I teamed up with a good friend of mine and we started working on a company which later became App Radar.

“Since then many years have passed and the company grew to a size of 70 people and our software has already been used by more than 100,000 companies all around the globe. I am now one of the Managing Directors and Co-Founders of App Radar.”

What is App Radar and what are your core offerings?

“App Radar enables best-practice marketing for all businesses with apps. We empower app marketers to reach more users through organic and paid user acquisition, by combining analytics and standardised marketing workflows. We work with companies such as iTranslate, DEGIRO, ProCamera, Wargaming, Ironhide Game Studio, and Kolibri Games.

“Our vision is to become a one stop shop for everything that is needed to market an app successfully. This includes app store optimisation, data insight for market intelligence, paid ads and now, with the launch of our OpenAI integration, instantaneous and in-depth insight into your own apps and also competitor apps user feedback.”

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What are the critical challenges impeding mobile user growth acquisition?

“The app market is incredibly competitive. Hundreds of apps are launched each week joining millions already in app stores, but the average user only uses a handful of apps on a regular basis. At the same time there are numerous ways to market apps and an increasing number of channels to reach different customers. For businesses with apps it can be very difficult to understand where to put their marketing investment, how to reach their customers, the optimal message to send them and the best way to track results and refine their campaigns. Getting it wrong means, at best, losing a lot of time and money, and at worst, the failure of their app.”

How can Marketing teams leverage a platform like App Radar to grow their app store marketing capabilities?

“App Radar is the only tool on the market that follows a very marketing action-oriented approach. This is very much bound to the initial requirements when starting App Radar in the first place. I wanted to build a tool that could help me as an app marketing expert to save time and get better results.

“There are a lot of tools out there on the market the give you amazing insights into what’s going on with your app and also with the apps of your competitors. But when it comes to the topic of taking these insights and transforming them into actions we are the only tool where this is a strong part of the DNA.

“To name some examples, within App Radar you can analyse your rankings on specific keywords within App Stores. Other platforms also do that, but we take it one step further. Within App Radar you can update the copy of your App Store product pages and get feedback along the way about which keywords to use and how often you should use them.

Another example is the analysis of reviews. Within App Radar you can very conveniently analyse what people are saying about your app (in multiple languages) and translate that over into English, and you can reply to those reviews directly within App Radar.”

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You are among the first in market intelligence landscape to introduce OpenAI integration. Could you please tell us more about this unique development?

“In my eyes OpenAI’s ChatGPT technology is a perfect match to what we have been building at App Radar. Many tasks that might involve a lot of manual work, maybe even some native translations and cross-checking with copy writers can now be disrupted by empowering Generative AI.

“What this means for app marketers is that they are able to get to the same level of output at a fraction of the time that would normally be needed without AI.

“We are going to release many awesome new features this year, which will leverage Generative AI and make the life of our users a lot more productive and give them a tool in their hand which will help them to outperform their competitors.

“Our first feature AI Review Summaries, helps to analyse 100s of reviews an app is getting and sums it up in a handy management report and provides tips on what to do next based on the feedback received. Or in other words, a manual task that could take up to 30 hours per month, reduced to the click of a button.”

How would ChatGPT and other generative AI tools accelerate marketing ROAS? What impact would it have on mobile app experience and customer retention?

“When used correctly, Generative AI can save you a lot of time in the ideation phase of ads. Well, not only in the ideation, but also in the creative process overall. So, this will enable you to come up with more concepts a lot faster. Having more and better ideas will also lead to finding top performing creative concepts faster than before – so, in other words, it has a big chance to skrim down the learning or money burning phase when doing performance marketing.

“With the help of our AI Reviews Summaries, you can easily summarise what your users want from you and, if executed well, this should obviously also have a very positive impact on the mobile app experience of your users, which should also lead to higher customer retention.”

Your take on the future of AI-driven mobile app industry and role of App Radar in this journey:

“AI has always been a big part in the world of marketing but I would say until now, most of its power was not really visible to the marketer itself. So, for example, if you think of Meta Ads or Google Ads, there has always been AI in place to optimise the output of our ads. Primary this AI tries to spend all the budget that you give it, but secondary it tries to optimise the performance of your ads by matching your ads with a relevant target audience.

“What we now see, is the next big frontier happening when it comes to AI and marketing and this is the description of the creative process. A couple of months ago it was a common understanding that AI cannot create highly converting content in the form of text, images or videos. Nowadays, with tools like Chat GPT, Midjourney and Runway we are entering a new age in the area of online marketing.

“I am very happy that App Radar is at the leading edge of innovation to incorporate this as best as possible into our product offerings.”

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An event/ conference or podcast that you have subscribed to consume information about B2B technology industry: If invited, would you like to be part of a podcast episode on IT/ Data Ops, CX and B2B SaaS?

App Radar YouTube Channel

Alex Hormozi “The Game” podcast

The ChatGPT Report Podcast

Thank you, Thomas! That was fun and we hope to see you back on AiThority.com soon.

[To share your insights with us, please write to sghosh@martechseries.com]

Thomas founded App Radar, along with Christian Janesch, in 2015 with the goal to help mobile apps and games grow.

He is a serial entrepreneur and an active member of the Austrian start-up scene.
At App Radar, he combines his passion for marketing, building AI-powered technology and personalized services which use data to help app businesses accelerate their growth.

Thomas has been at the leading edge of the online marketing sector for over 15 years. After seeing the boom in apps and app-based services, he spotted an opportunity to combine his extensive eCommerce and digital marketing knowledge to build a start-up within the emerging App Store Optimization sector.

Before App Radar he led Austria’s most successful D-A-CH kickstarter campaign (at the time of its close) for the Nuki smartlock.

App Radar Logo

App Radar enables best-practice marketing for all businesses with apps. It empowers app marketers to reach more users through organic and paid user acquisition, by combining simple analytics and standardized marketing workflows. The international team of App Radar is working with customers like DEGIRO, ProCamera, Ironhide Game Studio, and Kolibri Games.

App Radar is an app marketing company founded in 2015 in Austria by Thomas Kriebernegg and Christian Janesch. App Radar is managed by Thomas Kriebernegg, Silvio Peruci and Michael Müller.

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