Nicole Lumley

Web2App funnels are becoming an increasingly important part of mobile growth. Instead of sending users straight from an ad to the App Store, brands can use the web to build intent, personalise the experience and qualify users before asking them to install. But every extra step creates another opportunity for users to drop off. In 2026, the challenge isn't simply getting users into the app. It's understanding where intent disappears between the first click and revenue. Where are the biggest...

AI is everywhere and something that is becoming increasingly prominent within the apps industry. As the conversation develops, however, the questions facing leaders are becoming more difficult and more important. It is no longer enough to ask “How can we use AI?” The real questions are: Are we building what users actually need? Is AI creating genuine value? And what happens to the app itself when AI starts changing how people discover, choose and use products? At Appsforum London, these are...

It is safe to say that consumers are now feeling the weight of subscriptions. From streaming services and fitness apps to productivity tools and mobile games, default payments have become the standard business model for digital products. However, the cost of living is increasing and many people are watching their monthly spend. Consumers are becoming more selective about where they spend their money and as a result, subscription fatigue is becoming one of the biggest problems facing app...