AppMetrica — a new mobile app development application entering the Vietnamese market
With a solid technology foundation, Yandex is one of Europe’s leading Internet companies. Entering the Vietnamese market, this company's purpose has been revealed - it's a new product, AppMetrica.
Yandex is an Internet company founded in 1997, and after 26 years of establishment, it has developed into an online empire. From the beginning as a simple search engine, until now, Yandex has developed into a diverse ecosystem of products to serve Internet users.
Recently, VietNamNet had the opportunity to talk with Mr. Daniil Vostorgov — Product Owner of AppMetrica — an internal tool for analyzing mobile applications developed by Yandex. The talk helped to lift the veil of information about Yandex, and at the same time revealed the reason why this technology company decided to enter Vietnam’s Internet market.
— What is the reason Yandex chose this period of time to enter the Vietnamese market?
Mr. Daniil Vostorgov: Vietnam is a country with a stable economy in recent years. Along with that, the advertising market also develops strongly with a variety of new users and projects.
After analyzing the Vietnamese market demand, we realized that users are looking for more new and unique advertising tools. The number of advertisers and partners in the Yandex advertising network is growing year by year, and new players and projects appear on the market. Thus, we can see the great potential of the Vietnamese market.
Yandex advertising tools are already available to users all over the world, including Vietnam. In addition, we are constantly expanding the available inventory, developing formats for app advertising and the capabilities of our advertising network in mobile apps around the world. As our advertising network grew in the region, so did the demand for analytics. After analyzing market needs, we decided to adapt AppMetrica’s capabilities for the local market. In addition, a number of unique features, such as Data Stream API, are available for Yandex Advertising Network users.
— What specific strategy will the company have to compete with the fierce competitors in Internet advertising?
Mr. Daniil Vostorgov: Сompetition is the best driver for further development in this industry. The more opportunities and challenges the market has, the more it is growing rapidly.
Our goal is to provide local advertisers with quality and effective tools. AppMetrica offers users a number of unique technologies and options.
For example, the technology for fast data processing in real-time — Data Stream API, is a new streaming way to export large amounts of raw data from AppMetrica This technology is useful for analysis and development teams that need to unload raw data and test hypotheses quickly.
Mr. Daniil Vostorgov, Product Owner of AppMetrica
— What is the competitive advantage of Yandex in the Vietnam market?
Mr. Daniil Vostorgov: We are very flexible for the regions — that’s our concept. Yandex is ready to adapt to the characteristics of each market and its users, including developing customized solutions and technologies for specific regions. AppMetrica also has another important advantage when we look at the development of the tool not only through the eyes of the developers but also through the eyes of the users.
In all of our products, we take technology as a starting point. For example, we use Cat Boost, a machine learning algorithm developed by Yandex, to train advertising algorithms. Cat Boost is used to process categorical data and to rank responses. AppMetrica also has ClickHouse — a database where we store information and quickly retrieve it when needed. These technologies are all open source and available to users. These powerful options tools are our competitive advantage.
— Can you describe a specific case where a mobile app owner needs AppMetrica?
Mr. Daniil Vostorgov: AppMetrica is an application marketing and analytics platform. This tool can meet needs at different stages of the product lifecycle.
If developers want to understand how users interact with an app once it’s installed, AppMetrica allows you to track key metrics like installs, user retention, conversion rates, and levels, user interaction...
Based on these metrics, developers can optimize the app’s functionality and interface to improve user experience, thereby increasing the number of people who feel positive about using the app.
— Does AppMetrica have customers in Vietnam yet? Before Vietnam, what results has AppMetrica achieved in other countries?
Mr. Daniil Vostorgov: AppMetrica is used by customers around the world. There are more than 40,000 apps currently using the platform. We present in many countries such as Vietnam, India, Israel, Brazil, Turkey.
According to a report by Data.ai, during the period from April 2022 to April 2023, among the SDKs (Software Development Kit — tools and software used to develop applications through a certain platform), AppMetrica has an average download rate of 15%.
— What is the goal of Yandex in Vietnam?
Mr. Daniil Vostorgov: Yandex is already present in the local market with its advertising products. We are also interested in developing the analytics business. Yandex is currently forming a community of customers and experts in Vietnam and wants to create a custom solution that can directly reach the developers there.
— What advice would Yandex want to share with businesses and consumers in Vietnam?
Mr. Daniil Vostorgov: My advice is that in this day and age, any decision should be based on numbers. All metrics need to be evaluated holistically. AppMetrica, which combines marketing, product, and crash analytics, will help developers do that.
