Application

An application is a program that’s designed to execute a specific function directly for users. Applications can also run on existing services and other supporting application to provider additional value or services. For example, Salesforce is a services and Docusign has an application that helps users send and receive documents on top of Salesforce.

An app or mobile application is a type of application software designed to run on a mobile device, such as a smartphone or tablet. Apps have historically been generally small, individual software units with limited functionality, but as the size of the phone storage is increasing, mobile apps have evolved to have more complex functionality. This use of mobile apps has been popularized by the Apple App Store and the Google Play Store.

The year 2017 carried an astounding $77 billion in projected mobile app revenue, with 197 billion mobile app downloads (compared to 2016’s 149 billion). Generally, mobile app strategies are broken down into steps: mobile user acquisition, mobile user activation & onboarding, mobile user retention, and mobile user referral.

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