As the 'long tail' of apps becomes a reality, Pollen VC helps startups with user acquisition strategies

Mobile Groove's chief analyst Peggy Anne Salz writes about the 'long tail' of apps and how London-based Pollen VC aims to take advantage of the phenomenon to fund startup's user acquisition strategies.

Fuelled by billions of smartphones, trillions of sensors and powered by nearly 5 million developers worldwide, the global app economy is entering a new and critical phase of growth.

But the sheer volume of apps (1,200 apps coming online daily based on January 2015 figures from Pocketgamer.biz) exposes a dangerous disconnect between the strategies app companies and developers must pursue to grow their business, and the app store and the financing models that will allow them to succeed.

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