2020: An train in mastering change

Oren Kaniel Oren Kaniel Feb 17, 2021

“Intelligence is the power to adapt to alter.”

Stephen Hawking

2020 has given us the chance to apply one of the vital essential classes in life and enterprise – the area of change. Individually, as a company and as a society.

To grasp something, you need to first apply it. And we have practiced going by change loads over the past decade. AppsFlyer itself was born due to a major change available in the market – the introduction of smartphones, app shops and the app ecosystem. When our firm began, we used our principal benefit to create the primary phases of a startup – the power to adapt rapidly. We’re continually altering our plans, merchandise and even our mission. This allowed us to construct one thing huge software program corporations could not.

Mastering change made 2020 one in every of our greatest years thus far. We began with elevating a $210 million collection D spherical led by Normal Atlantic, adopted by the latest late stage addition by Salesforce Ventures. Mastering change has allowed us to increase the AppsFlyer market to eight,000 companions, help greater than 10,000 app builders, attain 1,000 workers throughout our 19 workplaces, and exceed $200 million in annual recurring income (ARR).

Working in one of many fastest-paced industries in historical past, we all know that at all times now we have to enhance our skill to adapt to alter. Through the years, we have created fashions that enable us to continually enhance our agility and endurance. We create revolutionary frameworks to grasp change as an evolving enterprise software program firm, and use our broad attain, affect and market fame for the better good of the ecosystem.

One of many fashions we create is our invariant construction. This mannequin assumes that the whole lot is consistently altering, aside from some issues that can by no means change – the invariants. We concentrate on the invariants whereas remodeling and testing the variants – the mutable future. That is the supply of our tradition of studying and innovation.

Our invariants are our 4 pillars:

  1. buyer obsession
  2. safety and privateness
  3. Incentive to innovation
  4. knowledge accuracy

“It is not the strongest that survives, nor the neatest, however the one which adapts finest to alter.

Charles Darwin

When COVID-19 arrived, we rapidly tailored to the brand new actuality, and it was clear that our strong tradition made this transition simpler than anticipated. I’m very proud to share that, in line with an inside survey performed earlier this 12 months on residence workplace work, 96% of AppsFlyer workers are very proud to be part of our firm. This cautious transition allowed us to proceed to concentrate on our prospects and companions, who have been additionally adapting to this shifting actuality and telecommuting. To make this attainable, we launched a set of options for COVID-19/residence workplace, which allowed our prospects to do business from home with consolation and ease. As well as, as a few of our shoppers wanted to rapidly adapt their advert spending, we launched our Zero Finances Advertising plan, providing free engagement software program instruments and APIs to assist manufacturers develop and apply their proprietary media methods.

Just a few months later, in June 2020, we skilled one other tectonic shift that impacted all the app ecosystem, when Apple introduced the iOS 14 privateness coverage updates. As a trusted trade chief, 1000’s of app builders are involved. , who now wanted to decipher what these modifications meant to their enterprise, turned to us for steering and help. At instances it regarded like AppsFlyer had turn out to be an Apple service heart. Whereas difficult, we’re given this chance to help the trade on this time of want and work with our prospects and companions to develop new options.

“With huge powers come huge responsabilities.”

Spider man

Given our market management, we really feel the nice duty now we have to our prospects, companions, finish customers and the ecosystem as a complete. 2020 allowed us to attach the whole lot we do in our nice mission: that of placing finish customers and the ecosystem on the heart of the whole lot we do. It additionally renewed the that means of our neutral stance. AppsFlyer permits creators to leverage the ecosystem and platforms no matter system, channel, app retailer, media or know-how, for the good thing about their finish customers, maximizing privateness. It is a mission that every of our 1,000 workers identifies with, seeks to place into apply and is impressed by.

Privateness is one in every of our principal pillars and our long-term space of ​​experience. Our agility and powerful relationships throughout the app economic system have allowed us to create revolutionary options that allow the ecosystem to adjust to Apple’s new tips: the privacy-centric attribution for iOS 14, which leverages differentiated privateness, the campaign-to- internet alternative app and innovation for SKAdNetwork. We have additionally determined to streamline the launch of two new merchandise to assist with using combination knowledge: Xpend – an advert spend aggregation answer – and Incrementality – which helps manufacturers take a look at and show the incremental development of their promoting campaigns. advertising and marketing.

“There is no such thing as a room for small desires.”

Shimon Peres

I wish to thank our buyers for his or her help all through this 12 months. It made us notice that there actually is not any room for small desires, and we launched into the wildest and longest mission we may ever think about. Thanks for supporting our mindset that “the recipe comes in second place“. This allowed us to put money into merchandise that do not essentially generate instant returns, and to concentrate on creating the perfect software program that may enable the ecosystem to develop nice services and products for finish customers, defending and bettering their privateness.

To ensure that us to be actually customer-obsessed, we first must be obsessive about these round us. 2020 has given us a singular alternative to set a superb instance and absolutely decide to serving to one another by the pandemic and telecommuting. We have additionally quadrupled our help neighborhood by the AppsFlyer Cares and its fund devoted to COVID-19. A whole bunch of AppsFlyer workers from all over the world acquired concerned in serving to communities in want. Now we have little doubt that giving to others, particularly in instances of nice uncertainty, will not be solely helpful to our communities, but in addition encourages creativity and innovation amongst individuals. One of the best ways to be courageous is to be grateful.

I thank the brave group at AppsFlyer and all their members of the family. I’m lucky to work with an incredible group of people that take our duty to all the ecosystem very critically. Their energy, agility and dedication to pondering like founders, along with their dedication to our mission, is a continuing supply of inspiration for me. I am pleased with every of you, individually and as a group.

Due to our 8,000 trade companions. On this ever-changing trade, everybody deserves readability, training and selection – not uncertainty and confusion. In 2021, we hope to proceed to unify ecosystem collaboration between companions, together with massive platforms, for the good thing about the ecosystem and, in fact, finish customers. There are answers that may maximize consumer privateness whereas offering worth and a very good consumer expertise. A few of them have been launched in 2020 and others can be launched within the coming weeks and months.

And at last, I wish to thank our prospects for trusting us. We take this duty very critically. We’re dedicated to supporting you and your wants by present and future modifications as our trade evolves.

2020 was one of the vital difficult years the world has seen in many years. But it surely was additionally one of the vital enlightening. In a single day, all of us needed to change and adapt. Residing a change means you might be fortunate to be alive. The human spirit is resistant, and 2020 proved that. I’ve no doubts that 2021 will nonetheless carry new challenges, and I’m extra assured than ever that we, and also you, are higher ready for one more 12 months of challenges, studying and improvements.

No modifications, no alternatives. So let 2021 come. We’re, as ordinary, just one% prepared.

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