Frederik Lanwer

In your own words, what’s your role in the app business right now?

Working in a client-facing position at the industry’s leading measurement and analytics company, my role is to guide Adjust’s existing customers and other app developers and share my knowledge to help them navigate a fast-paced and constantly changing ecosystem. My goal is to provide consultation to app marketers in developing efficient strategies that enable them to measure and grow their apps across platforms, from mobile to CTV and beyond.

How did you end up working in apps? / get started?

After completing my master’s studies in International Marketing, Management and Entrepreneurship, I was looking for my first job in a marketing-related role. I was interested in digital marketing and decided that I wanted to join a smaller company in a fast-paced industry and environment. It turned out that most of the companies that fit those criteria were based in Berlin back then, so I eventually ended up as a Junior Account Manager at Applift.

What are you most excited about in apps right now? (tech, trends, people, verticals)

A large part of my role is educating our clients about our product, the app industry and ongoing trends. Since I started working in apps, the ecosystem has been changing constantly. This is something that has kept me excited over the past years. I also value communication. There are many people I’ve met over the past 10 years from whom I’ve drawn inspiration and whom I look up to. The app community, especially in Berlin, is special, and it’s always great to reconnect at local events and conferences.

What other companies in the app space do you rate/ inspire you and why?

I don’t think there is one specific company. I value the innovation many companies are bringing to the market, especially when it comes to addressing some of the challenges and recent changes in the ecosystem.

For example, stricter privacy regulations from both Google and Apple in recent years meant marketers had to completely reassess their approach to measurement. The way that the app industry has navigated this, and leveraged new technology to eventually emerge stronger, is inspirational.

In addition, I find inspiration from any SaaS company in the space that manages to maintain a high level of engagement with its clients, and I’m constantly on the lookout for new ideas and approaches.

What do you like most about working in apps?

Definitely the fast pace of the market, the dynamic ecosystem, and seeing our clients evolve, as well as the diversity of the different products we work with.

The clients I’ve been working with over the past few years have been from all sorts of different verticals, ranging from gaming to various non-gaming verticals such as eCommerce, travel, finance, health and fitness or food delivery.

Each of these apps follows a different business model and strategy. No app is like another, which keeps our jobs challenging and interesting at the same time. I enjoy helping our customers grow and navigate through all the challenges that we’re facing in the industry on a day-to-day basis.

What one thing would you change about the app industry / market?

I’d like to have more transparency and clarity regarding privacy-related topics, especially with emerging changes such as Apple’s App Tracking Transparency (ATT), Google’s Privacy Sandbox, and the Digital Markets Act (DMA) in the EU. Our customers expect us to help them understand how these changes will impact their businesses moving forward, and the more transparency we have, the better we can help our clients to be successful.

It is often hard to understand what is required and how to apply all the different frameworks and regulations to one’s business. While we’ve seen innovation bloom, at the same time, I’d wish for clearer guidance and a more marketing-centric approach.

Where do you think there’s an opportunity for apps / or unmet needs?

Due to the complexity of our ecosystem, there is a need for more independent and unbiased guidance and consultation. The market is moving fast, and there is a lot to keep up with. We see this on a day-to-day basis through the interactions we’re having with our clients, so we must enable them to recognise changes, as well as the challenges and opportunities that come with them.

I see many opportunities in upcoming technologies (such as AI) and new channels (i.e., CTV or Console), along with innovative approaches to measurement. Any change always leads to innovation. As the industry changes we can see how those apps and app marketers that utilize these technologies and channels are excelling and staying ahead of the curve.

If you weren’t working in apps what would you be doing?

From a professional standpoint, I dreamed of becoming an architect when I was younger but dropped that idea after finishing school. I still find passion in renovation projects, so that’d be something I might dive into. Other than that, I’d probably follow some of my passions and either travel across the globe with my camera taking photos or expand my record collections and try my luck as yet another DJ in Berlin.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Strava, Soundcloud, Duolingo.

Is there anything else we should know about you?

With a bit of luck, you’ll find my DJ mixes on Soundcloud or find me playing some records at a Berlin club on the weekend (sometimes even at an Adjust Happy Hour).

Do you know someone driving change and growth in the app industry? Nominate an app leader here.