1、India stands at the forefront of mobile-first marketing,where the rapid adoption of smartphones and the growing accessibility of digital services have created fertile ground for mobile app ecosystems to thrive.With over 700 million smartphone users,apps have become central touchpoints for consumer e

2、ngagement across sectors like retail,finance,healthcare,and entertainment.This shift has fundamentally transformed how businesses build and nurture relationships with their customers.However,despite the growing importance of mobile apps,brands face significant challenges.The app marketing landscape

3、is constantly evolving,shaped by emerging technologies,shifting user behaviours,and complex privacy regulations.Marketers must also navigate increasingly fragmented user journeys across multiple channels,alongside fierce competition and high uninstall rates.To overcome these hurdles,brands need to f

4、ocus on optimising digital customer journeys,leveraging data to uncover opportunities for deeper engagement,and maximising customer lifetime value.By using insights to enhance retention,drive personalised experiences,and make smarter business decisions,businesses can ensure their mobile strategies d

5、eliver sustained growthAs Indias diverse consumer base embraces these digital ecosystems,an unparalleled opportunity emerges for brands to deliver meaningful,high-impact mobile engagements that foster loyalty and drive sustainable growth.VIDHUR BHAGAT Regional Vice President-APAC BranchForeword Tabl

6、e of ContentsChapter 1:The Current State of Mobile App Ecosystem in IndiaChapter 2:Driving Growth:Mobile App Customer Acquisition StrategiesChapter 3:The Evolution of Mobile App Engagement and Retention Strategies Chapter 4:Following the Digital Breadcrumbs:Decoding Mobile Attribution and Measuremen