Exploring Open App Distribution with Matt Tubergen, EVP at Digital Turbine

1) The CCME includes powerful companies like Meta and Spotify. What specific insights or unique "pain points" do you believe Digital Turbine brings to the coalition that these companies might not have?

The Coalition’s primary objective is to advocate for a level, competitive playing field in the mobile ecosystem, addressing issues that harm both consumers and developers. Other coalition members primarily provide content or services and are therefore focused on issues like app store commissions and device interoperability. Digital Turbine’s unique contribution stems from our position as an app distribution layer. Our technology is embedded in more than a billion devices globally through our direct partnerships with mobile carriers and OEMs, and we support thousands of app developers worldwide in distributing and monetizing their apps.

Our technology gives us a unique vantage point on the challenges developers face in getting their apps discovered outside the walled gardens - an advantage we want to bring to the coalition to help advocate for an open app ecosystem.

2) Digital Turbine’s Ignite platform is claimed to be a key asset. Can you elaborate on how the data and insights from its operation on over 1 billion Android devices will be leveraged to shape the coalition’s advocacy efforts?

Ignite supports operators and OEMs in growing their businesses by connecting developers and their users directly. It allows us to identify areas of friction that restrict user and developer choice when it comes to app distribution and discovery.

Ignite is privacy-aware by design, focusing on signals that relate to how users discover, download, and engage with apps, without relying on personal information. These insights can inform the Coalition’s advocacy efforts around policies and technical standards that will enable a truly competitive and consumer-friendly app distribution ecosystem.

3) How does Digital Turbine's role in the CCME differ from that of other members? Will the company be focused on a specific aspect of the mobile ecosystem, such as alternative distribution or monetization models?

Yes, our focus is on alternative distribution and creating valuable and safe experiences for users and app developers. One of the core areas of focus for the CCME is app store market rigging, where we can help directly by educating and advising on current market dynamics.

We create safe, scalable ways for developers to reach users directly, regardless of which app store they publish their app on, if any. Other members bring strengths in payments, content, or consumer services - we deliver the infrastructure that makes open distribution a working reality.

4) How will Digital Turbine's existing relationships with carriers and OEMs be utilized to advance the CCME's mission of creating a more open marketplace?

It's important to remember that before Apple and Google launched their app stores, the operators and OEMs had a healthy app store ecosystem. The app store duopolies have done a great job of cornering the market, and in doing so, have eliminated the role of operators and OEMs in connecting users directly with app publishers.

Partnering with carriers and OEMs is a great path to broaden user choice. We’ve spent years building trusted relationships with them to enable on-device discovery and preloaded apps. This allows us to bring open distribution models directly onto devices, which is essential to making an “open marketplace” more than just a concept.

5) There is a delicate balance between fostering competition and maintaining a secure ecosystem. What specific security and anti-fraud measures will the coalition propose to ensure that the alternative app distribution channels are safe for both developers and users?

Security is non-negotiable, which means we prioritize rigorous compliance, fraud prevention, and consumer-safe installations. With that in mind, we also don’t believe that a restrictive environment strikes the right balance when it comes to maintaining security. Implementing the appropriate mechanisms to maintain security is not an exclusive and out-of-reach capability reserved only for the incumbent stores.

In fact, mobile operators and OEMs already deploy their own security and privacy protocols for app distribution on top of the ones required by app stores today, and consumers make choices about which platforms to use for potentially sensitive topics like banking or e-commerce without a centralized and monopolistic approach to security.

6) What is the coalition's long-term vision for the future of app distribution? Do you foresee a future with multiple app stores competing on equal footing with the major incumbents?

Absolutely. The coalition’s long-term vision is a truly competitive marketplace where multiple stores, discovery engines, and distribution methods can compete on merit. Just like users have choices in web browsers or streaming platforms today, consumers should have meaningful choices in how they discover and download apps. That kind of competition will raise the bar for everyone, from the biggest platforms to the smallest indie developers.

7) What can a mobile app developer who feels constrained by the current app store model do right now to support the CCME's mission? How can they get involved, provide feedback, and help shape the future of the app economy?

They can explore alternative distribution channels that are available today, including direct-to-consumer installs, preloads, or on-device discovery. The more developers embrace and validate new models, the stronger the case for an open ecosystem becomes.

Additionally, simply sharing their experiences, especially the challenges and opportunities, can help the coalition’s work stay aligned with what developers actually need. We invite app developers to jump in and help us grow alternative solutions together.

8) The coalition's aim is to foster competition, yet its members are themselves some of the largest players in the mobile space. How can developers be confident that the CCME's efforts will truly create a ‘level playing field’ and not simply shift power to a new group of industry titans?

The coalition was formed because no single company, no matter what size, can open up the ecosystem on its own. By bringing together different players, we’re creating checks and balances within the coalition itself.

Many companies, large and small, are currently not members of the CCME but would greatly benefit from a more competitive ecosystem that the CCME advocates for, such as alternative payment platforms or other app marketplaces.

For DT, the success of the coalition mirrors how we think about the success of our business - empowering developers of all sizes to grow their businesses through innovative solutions.

9) You have emphasized bringing "greater consumer choice”. From a consumer's perspective, what are the most immediate and tangible benefits they can expect to see from the coalition's efforts?

Consumers will gain more flexibility in how they discover, download, and pay for apps. Additionally, better economics for developers means lower costs for users. That means fewer barriers in the install process, more ways to find the apps they want, and the potential for better pricing and richer experiences.

Over time, this freedom of choice will become the new norm, giving consumers greater control over their mobile experience.

10) How does the CCME plan to address the challenges posed by potential fragmentation of the app ecosystem as more alternative stores and distribution methods emerge?

The CCME and its members are actively working with the industry to support real change in support of end users and app developers in areas including, but not limited to:

• Providing technical and industry perspectives to key lawmakers,
• establishing common technical standards and language, and
• Growing a community of developers to implement industry frameworks for user trust, security, and privacy.

Fragmentation is a natural byproduct of disruption and innovation. While we will work to provide frameworks and standards, we ultimately believe that consumer adoption is the most effective way to determine which solutions offer the best value and chart the path for further standardization.