Mobile app experience company Airship has acquired App Store Optimisation (ASO) specialist Gummicube. Airship said that by linking Gummicube's ASO technology and expertise with its own App Experience Platform (AXP), brands can now optimise value across the entire mobile app lifecycle, driving greater organic growth, ROAS, retention, loyalty, and monetisation.
The combined entity offers brands a single set of enterprise solutions that together offer app store optimisation, customer journey orchestration, no-code native app experiences and app UX experimentation. Both Airship and Gummicube customers will quickly benefit from access to new technology and expanded expertise to bookend growth and retention by more efficiently and effectively addressing both sides of the mobile app value chain – attracting and growing more valuable app customers, then retaining and monetising them.
Gummicube almost doubled its revenue year-over-year, with nearly three-quarters of total revenue coming from enterprise brands and plans to nearly double its staff in 2022 to support continued growth. All 80 Gummicube employees have joined Airship, with co-founders Dave Bell and Anh Nguyen becoming VPs and Co-general Managers of the Gummicube division at Airship. Airship said it will continue to innovate and invest in Gummicube’s solutions, while empowering customers with richer cross-platform data to better inform each step of the mobile app journey, from the experiences new app customers are served, to the insights that drive the next wave of app audience growth.
“Driving consumers to download an app is a critical first step but keeping them engaged and maximising value for everyone involved requires leveraging data to demonstrate customer respect and relevance with experiences that reward them for their loyalty,” said Airship CEO and President, Brett Caine. “Together, Gummicube and Airship enable marketers, product owners and developers to optimise their entire mobile app experience – from the point of discovery to loyalty. This industry-first combination will drive greater app success for brands and unlock huge value for our business.”
Gummicube CEO and Co-founder Dave Bell said: “Gummicube and Airship are both 100 per cent dedicated to helping mobile apps succeed. Before today, brands had to find their own answers to the two most fundamental questions: one, ‘how do I attract and grow more quality users’; and two, ‘how do I retain them and grow value for everyone involved’. “Now, our combination will drive more measurable value for customers than anyone else. This has never been done before!”
Splitcube, Gummicube’s A/B testing platform, enables developers, marketers and brands to test every one of their store listing assets to continually optimise conversion rates in the app stores. Gummicube’s DataCube aggregates billions of data points from the App Store and Google Play Store to visualise search and behavioural trends. DataCube helps app marketers understand how the app stores merchandise their apps and those of their competitors, to grow app audiences and market share more quickly by optimising app visibility. These SaaS technologies are combined with an experienced ASO team, who can work hand-in-hand with clients to manage processes and measure success.
Airship is dedicating the month of June to #MAXMonth where there will be a wealth of content, events, and resources to help brands master mobile app experiences and unlock more value by optimising the full app lifecycle. Learn more here: https://www.airship.com/max-month/.