As mobile usage skyrockets, app developers and brands continuously struggle in a highly competitive ecosystem to earn users' trust, increase downloads and app usage, and eventually monetize.
At the same time, users grow more sophisticated in terms of their mobile devices and their daily use.
They demand seamless, easy-to-use interfaces.
They consider and value personalization as a service.
They want less friction when using apps: unistalling apps brings no remorse after they feel annoyed or spammed.