Interview with : Sanjay Trisal, Country Manager-India, AppsFlyer
Updated on: 27 Apr 2016
Sanjay Trisal, Country Manager-India, AppsFlyer, is responsible for building AppsFlyer's business in India across all verticals and domains including acquiring more local customers, scaling up on existing clients and focussing on business growth through product, sales, support and technology while growing the team. Sanjay joined AppsFlyer from InMobi, a global mobile advertising company where he was head of sales for Latin America. He was instrumental in building a strong demand in the LATAM market focusing on m-commerce, utilities, games and other performance business, developing the brands and agency strategy, helping in user acquisition, re-targeting, re-engagement & monetization for app developers and setting revenue targets. His prior experience include stints with bluechip companies like Ingram Micro, Dell Computers and Ramco Systems where he has shown his leadership skills and exponential growth across enterprise and small & medium businesses.
AppsFlyer, is a SaaS mobile marketing analytics and attribution platform that helps advertisers measure the impact of their ads on various platforms. The company has recently set up operations in Bengaluru to focus on the Indian mobile market to ride on the mobility upsurge. AppsFlyer assists companies that use multiple platforms to serve ads and track return on investment on each platform. It does this by providing a framework that companies can integrate into their own apps. AppsFlyer had been working with Indian firms such as One97 Communications Ltd-owned Paytm, Housing.com, online classifieds company Quikr India Pvt. Ltd, Bharti Airtel Ltd, and more. The company, which works with 10,000 customers across the world, measuring more than $2 billion mobile ad spending a year, plans to expand India operations over the next year. AppsFlyer has offices in Israel, San Francisco, New York, Beijing, Tokyo, Seoul, Bangalore, and Bangkok.
Replying to Anil Mascarenhas of India Infoline, Sanjay Trisal says, "AppsFlyer had done a survey in the past which explored why engagement and more importantly re-engagement is critical for app marketers. It is a well-known principle that it costs 5x more to acquire a customer than to retain them. A timely interaction with a recently lost user - via email, ad re-targeting or even a phone call from a service rep can help regain these users."
Israel is known for being among the best in technology and security offerings. What has been your experience with AppsFlyer?
The success of Israeli hi-tech is nothing new. A majority of Israelis gain experience at a relatively young age solving complex problems quickly with limited resources -- which produces a culture of creativity and innovation, agility, and an entrepreneurial spirit. Israeli success in both B2B and B2C industries requires the tech expertise, skills and capabilities not only to build innovative products and services, and to do so operating in highly-nimble, fast-moving environments where the ability to foresee and meet the challenges and opportunities ahead is paramount. Such dynamism in which you try, fail, and then try again until a technological solution is born -- and to do it all really fast -- really compliments the Indian consumer psyche and needs.
How do you see Mobile advertising shaping up in India? Could you share some numbers on the size?