Introduction

Since 2020 reset the mobile app playing field, entering the digital marketplace with a mobile application has become more challenging than it appears. Many brands realize this only after launching their applications and facing poor reviews and user churn.

According to Statista, the global mobile app market is projected to grow significantly across all consumer segments and reach USD 627 billion by 2030. Competition among consumer brands will be increasingly intense.

While users have numerous brand choices, Forrester’s 2025 Global Customer Experience Index highlights a widening gap between the experience brands intend to deliver and what users actually experience.

The mobile ecosystem remains highly fragmented, with multiple device manufacturers, screen sizes, operating system versions, and network operators. Combined with users’ ability to publicly review and rate applications, even minor quality issues can quickly damage a brand’s reputation.