Exploring the App Future with Matt Tubergen, EVP (Global Strategy & Partnerships), Digital Turbine

1) We all need a motivational force to drive consistent growth, tap new ideas, and contribute as much as you did in your 20 years in the industry. Please tell us, what drives you?

The mobile app and content industry has always been a source of inspiration and motivation for me, especially given its dynamic nature over the past 20+ years. From the early days of monophonic ringtone applications to the sophisticated AI-driven solutions we see today, this industry is consistently redefining itself.

The pace of innovation and the endless possibilities keep me energized and eager to contribute. What truly drives me is the challenge and excitement of navigating these shifts. Currently, we are witnessing another pivotal change, analogous to the transition from brick-and-mortar retail to online shopping. How users discover, access, and pay for apps is evolving rapidly, opening up new opportunities to rethink traditional approaches and deliver value in innovative ways.

This constant evolution reminds me that adaptability and foresight are key to staying relevant and making a meaningful impact. Being part of this transformation, exploring new ideas, and contributing to transforming the future of this industry continue to fuel my passion and dedication every day.

2) Digital Turbine has evolved over the years, can you tell us more about its solutions and who it serves? What is Digital Turbine’s mission today?

Digital Turbine is dedicated to empowering operators, OEMs, and stakeholders in the mobile ecosystem with innovative solutions that enhance user experiences and drive growth. Leveraging a massive SDK footprint and unmatched tech on-device presence, the company serves publishers, advertisers, and mobile carriers with technologies designed for monetization, user acquisition (UA), and brand engagement.

Publishers benefit from a full suite of monetization tools, including exchanges, an Offer Wall, and a leading mediation platform. While advertisers gain access to massive inventory scale and engaging, on-device experiences to achieve their awareness and growth goals.

With solutions like Ignite, a proprietary DSP, seamless app download, and payment experiences, Digital Turbine creates value for partners and users alike. The company’s mission is to help its partners deliver better, more integrated mobile experiences, making it a trusted growth partner across the mobile ecosystem.

Digital Turbine’s list of business partners includes the world’s largest mobile manufacturers, including- Samsung, Xiaomi, and Motorola. They also help mobile carriers globally including- Verizon, AT&T, T-Mobile, Telefonica, Telcel, and more.

Furthermore, Digital Turbine works with the world’s largest mobile game developers like Zynga, Playtica, Huuuge, major apps in non-gaming categories like Uber and Spotify, and with some of the world’s biggest brands like Unilever, KFC, Samsung, Amazon, Coca Cola, Ford Trucks and more.

3) As a result of the current developer and consumer demand, your team is trying to dissolve the market dominance of Apple and Google with an ‘All-ternative’ app future. Can you explain what and how you are doing it?

Our goal is to make app installation experiences better—not as an opposition to Apple or Google, but as an opportunity to empower users and developers with greater choice. This isn’t about dismantling existing ecosystems but rather advancing the way users engage with apps on their devices.

For over a decade, the way users discover and download apps through platforms like Google Play and the iOS App Store has seen little to no evolution. This has limited innovation in app discovery and engagement.

Imagine living in a town where there’s only one store to buy all your products, and no new stores ever come to offer fresh options or promotions—it gets pretty monotonous, and needs a refresher right? Similarly, we believe the app ecosystem needs fresh ideas and alternatives to create a more dynamic and engaging experience for everyone.

By focusing on user and developer choice, we’re working toward a future where app discovery and engagement are not confined to one or two channels but are shaped by users' preferences and developers’ creativity. This ‘All-ternative’ app future is all about innovation, diversity, and pushing boundaries to make the mobile experience better for everyone.

4) Where has there been success in other markets? How do those markets better serve developers and users, and what is needed in the US and the EU to see that same success?

South Korea offers a fantastic example of success with alternative app stores. There, ONE Store has emerged as the second-largest app store in terms of revenue, surpassing even the Apple App Store. This success is fueled by a collaborative effort with telecom operators who understand the value of providing users with more choices. Built by telcos for telcos, ONE Store embodies the promise of diversity and innovation in app distribution, offering users new and exciting ways to discover and participate with content.

This model demonstrates how alternative app ecosystems can thrive when supported by strong partnerships and user-centric strategies. In the U.S. and EU, we are starting to see similar approaches taking shape

Telecom operators in these regions play a pivotal role in connecting users with great content on their devices, and their involvement is critical for driving the adoption of alternative app stores. By leveraging their reach and infrastructure, operators can provide a richer, more diverse app experience for users and greater opportunities for developers.

To replicate South Korea’s success, we need continued collaboration between telcos, developers, and regulators in the U.S. and EU. Encouraging competition, ensuring fair distribution practices, and fostering innovation will pave the way for an app ecosystem that better serves both developers and users.

5) How are current regulatory policies and Digital Turbine’s recent acquisition of ONE Store International reshaping the industry? How are these changes driving better app developer and consumer equality and choice?

Current regulatory policies, such as the DOJ ruling on Google and the DMA (Digital Markets Act) addressing Apple and Google as gatekeepers, are reshaping the mobile app ecosystem by challenging the status quo and advocating for greater fairness and choice. These regulations aim to level the playing field, encouraging competition and opening up opportunities for developers and consumers alike.

At Digital Turbine, we believe that operators and OEMs have a pivotal role in building and supporting the next generation of mobile infrastructure. This goes beyond just towers and service lines—it extends to creating alternative ecosystems for discovering and installing apps. By diversifying the ways users can engage with apps, we empower both consumers and developers with more options and a fairer marketplace.

Our recent investment in ONE Store International underscores this vision. As the second-largest app store in South Korea, ONE Store has proven that alternative app distribution can thrive with the support of carriers and OEMs. By bringing this model to other regions, enhanced by Digital Turbine’s massive footprint with carriers around the world, we aim to foster growth in alternative app ecosystems that differ fundamentally from the centralized approaches of Google Play and the Apple App Store.

These changes driven by regulatory shifts and strategic investments are creating a more equitable landscape where developers have more distribution options and consumers enjoy greater choice in how they access content. It’s an exciting step toward a more dynamic and inclusive mobile future.

6) What role will mobile carriers play in creating credibility for third-party stores, and how will the removal of the mandatory commissions influence these changes? How can carriers support third-party stores in acquiring new developers and consumers?

Mobile carriers play a pivotal role in establishing credibility for third-party app stores due to their influence and control over device firmware. Beyond providing network services, carriers compete by delivering value-added content and features on the devices they sell. This positions them uniquely to promote third-party stores as part of their competitive offerings.

By integrating special apps, exclusive promotions, and tier-1 content partnerships into their promoted stores, carriers can differentiate their services and enhance user experiences. For instance, carriers already bundle perks like free Netflix or Amazon Prime subscriptions with their plans, showcasing their ability to curate and distribute high-value offerings.

The removal of mandatory commissions further incentivizes carriers to support third-party stores and even direct distribution mobile app partnerships, enabling them to work directly with developers to offer better revenue-sharing models and tailored app promotion strategies. This creates a win-win scenario where developers gain broader visibility and users benefit from exclusive content, fostering a vibrant ecosystem for alternative app distribution.

7) What are the possible risks of an open app store economy and how is your team working to prevent or minimize these potential risks?

An open app store economy brings exciting opportunities for choice and competition, but it also introduces potential risks, particularly around application security and user privacy. Ensuring a safe and trustworthy ecosystem is paramount, and our team takes this responsibility seriously.

Carriers maintain a zero-tolerance policy for preloaded software that does not meet rigorous security and privacy standards. Digital Turbine, with over a decade of experience providing mobile preload services to operators, has developed exceptionally stringent monitoring and compliance processes. In fact, our requirements exceed those of Google Play and the Apple App Store.

For example, we leverage advanced tools and protocols to vet applications, ensuring they meet the highest security and privacy standards before being distributed. Additionally, we work closely with carriers to implement robust oversight mechanisms, providing users with the confidence they need in an open app store economy. By prioritizing security and privacy, we aim to minimize risks while fostering a dynamic and diverse mobile app ecosystem.

8) Apart from alternative app solutions, how are Digital Turbine’s monetization and User Acquisition solutions promoting fair and competitive markets among app developers?

Digital Turbine stands out as a leader in providing greater value and transparency to app developers through our innovative exchange, which supports bidding. This ensures developers achieve optimal monetization while enjoying clear insights into demand dynamics. Our unique FairBid mediation solution is the only one in the industry designed to ensure true fairness: it does not prioritize its own direct demand, which allows app developers to access a balanced and competitive ecosystem for monetization.

Additionally, we empower developers with brand advertising opportunities that significantly enhance user engagement and retention rates, creating lasting value for their apps. What truly sets Digital Turbine apart is our ability to specifically support non-Google Play-certified inventory, making us the only exchange catering to this segment. This flexibility opens doors for developers to monetize a wider range of apps and audiences, maximizing their revenue potential.

By combining these unique features, Digital Turbine provides an unmatched platform for app developers to thrive in an ever-evolving marketplace.

9) To transform this revolutionary vision into an on-ground reality, what can we expect in the next 6 months, 1 year, and 5 years from now, both within the industry and at Digital Turbine?

Here is all that you can expect from us in the coming time:

Next 6 months

We anticipate the rollout of mobile app stores across key regions, including the EU, US, and LATAM. These new stores will lay the foundation for a more diverse and competitive app ecosystem, offering developers and users greater choice.

1 year

Within a year, we expect to see a significant shift in the industry as large publishers begin reallocating their media budgets to drive installs through alternative app stores rather than relying solely on Google Play and Apple’s App Store. This will signal growing confidence in the new distribution channels and their effectiveness.

5 years

Looking further ahead, we envision a tipping point where the majority of app installs for developers occur outside the traditional app store duopoly. This will mark a new era of app distribution, characterized by greater competition, innovation, and opportunities for developers and users alike.

At Digital Turbine, we are committed to driving this transformation and building the infrastructure needed to make this revolutionary vision a reality.

10) What is your go-to source of gaining industry knowledge for personal and professional growth? Kindly share one that our readers can adopt.

First and foremost, talking one-on-one with other professionals in the industry is invaluable. These conversations provide real-world insights and perspectives that you can’t always get from articles or reports. Networking and exchanging ideas with peers often spark innovative thoughts and solutions.

For specific resources, the All-In Podcast is a fantastic listen for keeping up with trends and big-picture thinking. For a more niche and focused take on the mobile app economy, Mobile Dev Memo is an excellent resource, providing in-depth analysis and industry updates. 

Additionally, I recommend checking out Dr. Augustine Fou’s work—his views on ad fraud and digital marketing are both thought-provoking and, at times, refreshingly controversial, offering a critical lens on prevailing practices.