Mobile Marketing discusses the role of the partnership channel in driving mobile app installs and engagement with Florian Gramshammer, MD EMEA, Impact . Mobile Marketing: So Florian, what are some of the issues you see with app marketing today? Florian Gramshammer: One of the biggest issues is retention. According to eMarketer, on average, 87 percent of an app's new users will stop using the app within seven days. These are people you have paid to acquire, who are now providing you with no value at all – it's a major problem. Added to this, there's a lack of diversified sources to acquire new users, with the vast majority of ad spend in the user acquisition (UA) space going [read article...]