Mobile app analytics and tracking company adjust has announced the opening its new Middle East headquarters in Istanbul. The move comes as another major step for rapidly globalizing company who launched in the US market via an office in San Francisco a short while ago. The Istanbul office will also support regional operations and drive growth eastwards as the mobile advertising industry expands.
adjust is a smart business intelligence platform for mobile app marketers, combining attribution for advertising sources with advanced analytics and store statistics such as rankings, ratings and reviews.
Formerly adeven, the Berlin-based company claims today to be a European success story in mobile business, having provided services to almost 80% of the European market. Ambitious about expanding rapidly across the globe, it has first entered the US market by opening an office in San Francisco in late 2013, and, at the same time, started signing international clients that include big shots like Baidu, Deutsche Telekom, Universal Music and Viacom.
Christian Henschel, the CEO and co-founder of adjust, told Webrazzi that the new Istanbul office will be a gateway to the new Asian markets and play a crucial role in adjust’s further expansion. He said that, apart from Turkey, Istanbul office will be looking to Saudi Arabia, Israel and India for opportunities.
The office will be headed by Hendrik Volp, the Chief Revenue Officer of adjust, who has overseen the successful setup of other sales offices in the US and Europe. Henschel said “Finding and building the right team can take a little time and with Mr Volp’s experience we are confident that we will rapidly establish ourselves in the region”. Volp will be supported by regional sales manager Ender Ozcan, who has over five years of experience in the Turkish mobile industry on which the company plans to focus in the first place.
Turkish market is relatively a well-served one compared to the MENA, with a mobile penetration ratio of over 91%. However, there is still so much room for growth for mobile businesses as the smartphone penetration is still as low as 30%.
“Consumers in Turkey are attracted to free apps, so the revenue model is focused around mobile advertising, which grew by 24 percent last year to 44.8 million Turkish Lira,” said Christian Henschel, CEO and co-founder of adjust. “That is a lot of money in someone’s advertising budget that needs to be accounted for, and with attribution analytics, brands can do just that.”
Henschel says the company has acquired over 400 new enterprise clients since the start of the year and achieved revenue growth of 20 to 30 percent month-on-month.
On the occasion, Hendrik Volp, the head of Istanbul headquarters, has also shared his ideas on Turkish market. Game applications dominate the market, followed by messaging and dating apps, says Volp, adding that local delivery apps such as taxi and food delivery service apps will also become more popular as the local community embraces the convenience of smartphones. “Future global mobile advertising trends will also be reflected in the Turkish market” he said, “geofencing solutions and iBeacon technology will be expanding, so at adjust, we will be evolving our mobile app attribution and analytics product to meet these needs. Native advertisement and rich media advertisement will also continue to grow.”