Business of Apps Podcast

The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world’s fastest growing apps. App marketers, product managers and developers share the latest approaches to building, marketing and monetising mobile apps.Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also allow people to get to know our guests better.

Business of Apps Podcast is a business podcast hosted by Business of Apps, with 271 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Business of Apps hosts Business of Apps Podcast, a business show with 271 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #272

  272: Why your app store A/B tests are misleading you with Scott Masters, Director of Strategy and Partnerships at Gummicube

  Aug 16, 202611 min

  Today we're talking about mobile A/B testing - and about the moment the app store hands you a winner. Because that result is directional, not the truth. And if most of your traffic is paid, you may have measured the wrong users entirely. In this episode, we speak with Scott Masters, Director of Strategy and Partnerships at Gummicube, about why mobile A/B testing is never set-and-forget. Scott explains why most developers and marketers under-invest in testing, what a sensible cadence looks like - once or twice a month, with each test running at least two weeks to reach statistical significance - and why changing one element at a time is the only way to know what actually moved the needle. If you work in app store optimization, user acquisition, or app growth, this is a practical guide to testing your product page properly. Today’s topics include: Why testing is never one-and-done - trends, user preferences, and app features all shift, and a static product page goes stale Cadence and statistical significance - test once or twice a month, run each test at least two weeks, with traffic volume determining how long One variable at a time - change the screenshot copy and the imagery together and you won't know which one worked What to test beyond screenshots - title, subtitle, short and full descriptions, icons, and feature graphics all feed the strategy Measuring what's real - platform confidence intervals are directional, so validate with pre- vs. post-deployment conversion rates across every channel Links and Resources: Scott Masters on LinkedIn Gummicube website Business Of Apps - connecting the app industry Quotes from Scott Masters “If you're not A/B testing at least once or twice a month, you're leaving users out there for other competitors to take from you.” "It's not a one-and-done. You can't set it and forget it. It's just like with any other brand - you create a package for your product and you put it on the shelf. If it doesn't change over time, if you're not attracting those users with new materials or new approaches, it's going to get stale." “The platforms will give you an estimated conversion impact and confidence interval for each test you run. But that data is directional. True validation of performance really comes from launching a test winner into the store and then measuring the pre-deployment conversion rate versus the post-deployment conversion rate.” Host Business Of Apps - connecting the app industry since 2012

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  Episode #271

  #271: Why news app readers pay attention to your ads with Ramish Ramalingam, VP of Product at SmartNews

  Aug 9, 202618 min

  In a world built to fragment your attention, one news app made the opposite bet: fewer ads, trusted sources, and users who actually stay. In this episode, we speak with Ramish Ramalingam, VP of Product at SmartNews, about how a Japanese news app was rebuilt — not ported — for American users. Ramish explains why SmartNews users spend 20 minutes per session, why 79% of them don't switch to another screen while reading, and how that focus turns into brand recall for advertisers. He also covers contextual targeting without cross-web tracking, why the product looks different in Tokyo than in Los Angeles, and how a revenue-share model keeps publishers in the loop. If you work in product, app growth, or media monetization, this is a conversation about building for engagement quality rather than scale. Today’s topics include: Engagement over scale — 20-minute average sessions and why 79% of users stay undistracted Monetization model — native brand and performance advertising, programmatic where it fits, plus SmartNews+ subscriptions in Japan Brand safety and privacy — contextual targeting, first-party data, and third-party validation instead of invasive tracking Japan to US expansion — high-density vs. clean-white-space design, local publisher partnerships, and building credibility from scratch Centralized vs. decentralized product development — core platform in Japan, market teams close to local users Links and Resources: Ramish Ramalingam on LinkedIn Smartnews website Business Of Apps - connecting the app industry Quotes from Ramish Ramalingam “What is interesting about SmartNews is it's not about the scale. We're talking about 50 million, but it's more about the user engagement. Our users spend on average 20 minutes in our product, which is very high.” “From an advertiser perspective, yes, they do care about the reach, but trust is the most important aspect. We don't rely on invasive tracking across the web like other platforms do. What we built is a privacy-first, brand-safe environment.” “We didn't take the Japanese app and plug it into the US. We made sure that it is customized to the user preferences in the US, and it's built for American users.” Host Business Of Apps - connecting the app industry since 2012

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  Episode #270

  #270: “The Future of App Growth: Expert Interactive Panel” Business of Apps London 2026 panel

  Jul 26, 202629 min

  Everyone in app growth has an opinion on AI, web-to-app, and channel strategy — but few of those opinions ever get stress-tested in public. In this episode, we bring you a live panel debate featuring: Hannah Parvaz , Founder at Aperture Ewelina Pendino , App Growth & Performance Marketing Global Lead at Binance Veronica Lee , Global Performance Media Specialist at H&M . The format is simple: six provocative statements — from AI replacing growth roles to data versus creative — and the panel, along with a live audience voting in real time, has to agree or disagree. Along the way, you'll hear which growth tasks AI can already handle, why fintech can't rely on performance marketing alone, and how changing a single optimization event cut cost per acquisition by 96%. If you work in app growth, user acquisition, or performance marketing, this is what's real, what's noise, and what to try next week. The panel’s topics include: AI in growth teams — which tasks it already replaces, and why humans still own strategy Performance marketing's limits — why trust-driven categories like fintech need brand channels too Web-to-app funnels — near-double conversion rates and skipping the 30% app store tax Channel strategy for 2026 — fewer channels done better vs. always testing new ones Data and targeting vs. creative — where each wins, and the 96% CPA reduction story

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  Episode #269

  #269: The performance channel app marketers wrote off with Mike Fogarty of Tatari and Lauren Frame of Greenlight

  Jul 19, 202645 min

  What if the channel you've written off as "brand-only" could measurably lift your Meta and Google performance? In this episode, tech journalist David Murphy is joined by Mike Fogarty, Head of Client Development at Tatari, and Lauren Frame, Director of Growth & Brand Media at Greenlight, to explore how a performance-first app brand turned TV from a scary experiment into an always-on channel that now accounts for over a third of its media mix. Whether you're a growth marketer watching CACs climb on paid social, wondering how to measure a channel without click-through attribution, or curious whether AI-produced creative can fight TV's fatigue problem, this conversation offers a practical framework for treating TV as a performance channel. Today’s topics include: What Tatari does differently from a DSP: convergent buying across streaming, linear, and online video, with direct network relationships Why Greenlight tapped out at 90% Meta and Google — paying more and more to reach the same non-converting users The "TV is for big brands" perception, and the lessons from going into the Super Bowl in year one Why you can't pick just linear or streaming: the Disney test that found less than 2% audience overlap The targeting opportunities streaming opens up for a parent-focused app How Tatari made TV feel like a digital channel: self-service activation, AI-powered planning, and real-time optimization Measuring TV: dynamic baseline lift, ACR data, MMP integrations, and Greenlight's stack of Rockerbox, iSpot, Kantar, and MMM Geo-based incrementality tests: streaming drove nearly 5x first-touch, new-to-brand customers vs. 1.1x for linear, with Meta reach up 4%, traffic up 8%, and funnel starts up 10% in test regions AI-produced commercials: Greenlight's Peter Pan spot, creative ethics, and solving creative fatigue with new messaging every quarter Honest advice for performance marketers still on the fence about testing TV Links and Resources: Lauren Frame on LinkedIn Greenlight website Mike Fogarty on LinkedIn Tatari website Business Of Apps - connecting the app industry Host Business Of Apps - connecting the app industry since 2012

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  Episode #268

  #268: “2026 CRM Trends: The Ultimate Guide to Customer Retention” Business of Apps London 2026 panel

  Jul 12, 202641 min

  Let's be honest — nobody wakes up in the morning excited to open your app. Well, some people may but definitely not all of them! And in 2026, the CRM teams that win aren't the ones sending more messages. They're the ones who know exactly who to reach, on which channel, at which moment — and when to say nothing at all. In this special episode, we're bringing you the Business of Apps London 2026 panel 2026 CRM Trends: The Ultimate Guide to Customer Retention. It's a candid look at what retention really takes right now — from LLMs quietly rewriting app discovery to why downloads have become a vanity metric — told by three people running lifecycle for some of the UK's most recognizable brands: Francesca Stringer of Sky Jill Angus of Aviva Isabelle von Matuschka of Studio LTV The panel’s topics include: AI is rewriting app discovery — consumers are outsourcing decisions to LLMs instead of browsing the App Store, downloads are becoming a vanity metric, and Sky is now prioritizing GEO over SEO. Personalization is moving upstream — it's no longer about tailoring the message but about arbitration and orchestration: deciding who gets a message, on which channel, at what moment, and whether they need one at all. Product and marketing are now a joint venture — siloed teams can't win retention anymore; feedback loops, shared data, and embedded partnerships are the new operating model. CRM starts long before the email — ASO, custom product cards, and seeding the app into above-the-line campaigns and brand experiences (the M&S playbook) are the underused retention levers. Trust is fragile — and the hot takes — trust dies by a thousand micro-cuts (irrelevant pushes, broken links); community is overrated as a retention silver bullet; and CRM must stop being email-led.

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