#141: The App Stores reverse engineering with Simon Thillay, Head of ASO at AppTweak

Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a tablet on so many occasions. I don’t think you are that curious about how your local mall works but I bet you would like to take a look under the hood of those major mobile app stores. In this episode, Simon will give you that chance.

Today’s Topics Include:

• A quick explainer for reverse engineering, metadata, and semantic meaning
• The fundamental dynamics of an app store
• What is Atlas and how it was built
• The Atlas testing
• What does Atlas allow app marketers to do?
• Is Atlas useful for App Search Ads too?
• What's next for the Atlas?
• Things Simon would like to change about the app industry

Links and Resources:

• Simon Thillay’s LinkedIn
• Apptweak website
• AppTweak Unveils Atlas, the First App Store Semantic Engine
• Business Of Apps - connecting the app industry

Quotes from Simon Thillay:

"Reverse engineering is fairly common in tech - it's basically trying to recreate how something works by starting with the end result.” “The point we want to make is that the words' meaning can actually change depending on the contexts where it's been used." “What we're doing at AppTweak is not just building the Atlas but it's also building tools that are powered by Atlas that can make the life of marketers easier."

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