Nicole Lumley

Is the app dead? No it’s not but it has moved on. It's a question that is deliberately provocative but the role of the app is changing. What once was the centre of the customer journey is now becoming part of a much wider ecosystem. As contributing factors such as AI reshape how people discover, interact and buy from digital products, it is becoming harder to ignore. At Appsforum London 2026, Peggy Ann Salz, Content Strategist and Founder of MobileGroove, Veronica Lee, Global Cross-channel...

For years, mobile growth has been built around a simple equation: acquire users, convert them and keep the funnel moving. But as customer acquisition costs continue to put pressure on app businesses, there is a growing realisation that the most expensive user might not be the one you fail to acquire, it could be the one you acquire and then lose. When every install comes at a cost, churn has consequences far beyond a shrinking user count. Acquisition doesn't end at the install A user...

And just like that, Appsforum London 2026 has come to an end! Over two packed days, senior app growth and revenue leaders came together to tackle the challenges shaping one of the world’s most competitive mobile markets. With 500+ app developers, publishers, marketers and industry experts and 60+ leading speakers, there was plenty of opportunity to learn, connect and share what’s really working in the world of apps. Two days focused on sustainable growth This year’s conversations went beyond...