Thomas is an independent growth advisor for consumer mobile apps. He is also an app marketing content curator at @thomasbcn and and was awarded the 2022 App Growth Award for Outstanding Contribution to the App Community.

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

I help small and medium non-gaming apps grow their business at the intersection of marketing, product, and data.

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

I’ve been curious about app businesses soon after the launch of the App Store a decade ago. Around that time, I started trying out and experimenting with apps, and one day, the founder of a subscription app trusted me to handle acquisition for them.

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

I am most excited about the constant change we face and the need to invent a playbook that hasn’t been written yet. One specific topic that interests me a lot lately is hybrid monetization models in non-gaming apps, e.g. subscription + in-app purchases + eCommerce.

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

Palta, Phiture, Duolingo and others – mostly for their capacity to quickly iterate and create new growth models.

What do you like most about working in apps?

Having to constantly learn along the way, working with peers and how easy it is to approach them.

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

The communication between the 2 operating systems and developers is quite poor right now, so I’d look to improve that first before going further.

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

Improving the intersection/collaboration of web/browsing vs apps for companies operating on both.

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

I’d love to be a chef, not clear if I have the skills or the drive to do such a hard job. Alternatively, a gardener.

iOS or Android?


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

Slack, Strava, Twitter,

What’s on your Spotify / Music party playlist?

Berlin soft electro DJs (mostly from SoundCloud)

Any Netflix/ TV show recommendations?

Silicon Valley

Is there anything else we should know about you?

I am a craft beer and Mediterranean food fanatic.

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

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