Pablo Penny

ASO Manager, Phiture

Specialize in ASO and mobile growth consulting at Phiture. Manage large ASO projects and drive organic downloads for well-known brands in Europe and the US. Publish the ASO Stack and manage the ASO Stack Slack group.

English, German, Portuguese, Spanish
Pricing Type
If you achieved product market fit we will solve your app's discoverability by leveraging premium ASO and educating your team.

Interview with Pablo Penny

1. Tell us a bit about yourself and your company?

I am a consultant at Phiture which is a mobile growth consultancy based in Berlin. We help apps grow their user-base through activities related to acquisition, engagement & retention and monetization. Amongst other, we have two industry-acclaimed frameworks - the Mobile Growth Stack and the ASO Stack which we use to help our clients. We support a number of large international brands such as Skyscanner and Headspace as well as fast-growing startups in growing and improving their apps. I specialize in App Store Optimization and on helping various clients improve their downloads by increasing their apps’ visibility and conversion in the stores.

2. For how long have you been involved in ASO or app marketing?

I started the job in ASO and app marketing at Phiture in 2016 and have since optimized over 6 different apps. Before that I completed a Ph.D. in Entrepreneurship and Innovation Management for several years in London. This is where - as part of my research and part of my teaching experience I first became actively involved with startups and mobile. I now use my experience to develop useful frameworks for ASO and for researching around apps and ASO and run the ASO Monthly publication which along with our ASO Slack group is a valuable resource for anyone engaging with ASO.

3. What was it about this industry that made you choose it as a primary job?

What I love about the mobile industry is the positive ways changed people’s lives and the digital world. The huge amount of data that people can now access on-the-go via social media, messaging and more opens a whole new world of possibilities. Data is the new oil of the digital economy, making app marketing particularly exciting. Due to people mostly carrying their mobile phones with them, apps provide access to real-time data allowing marketers to reach out to users at the right time and place. ASO is interesting because it’s still somewhat of a black box with limited information from Apple and Google on what works in the stores. So there’s some great opportunities for experimenting and getting ahead of your competitors’ apps.

4. How do you see the world of ASO and App marketing evolving?

The app industry has grown massively over the past few years. Although marketing apps successfully takes way more effort in 2017 than it did a few years back, the market is far from saturated. I think a lot of apps will be integrated into messenger platforms in the future, also, accessing apps instantly, without having to download them from the store will become more relevant, thus changing the roles of the stores and ASO. As many opportunities related to data collected from users are still to be uncovered, the value of data gathered through mobile devices and apps will likely increase even more in the future..

5. Tell us about your most challenging ASO “experiment”

At Phiture we improve many different apps for our clients. These are often apps that have great teams behind them with really well designed app App and Play Store assets. When clients approach us they want to get even better at ASO driving even more installs. We’ve had many challenging experiments particularly with designing and testing store assets. The hardest have been the ones when we’ve wanted to develop and test something completely new - based on a large body of research, branding, data and outstanding design. Which is why for A/B testing we keep a [...]

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