What are the threats facing apps’ scaling efforts and how can they overcome them?

Users are spending increasing amounts of money on mobile apps—both initial downloads and in-app purchases. The past decade has seen consumer spend skyrocket; only one app achieved more than $100 million annual revenue in 2012, compared to 233 in 2021. The data shows a steady increase year on year, and we can safely predict the trend will continue in an upwards trajectory.

It’s great news for apps who clearly have a receptive audience willing to spend big on products and experiences they enjoy. But where big money is exchanged, fraud is always close behind. What dangers do apps face? How are user acquisition targets at risk? How can they protect their increasing revenue?

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