Acquiring new users is costly, difficult to maintain, and competitive. The app market is incredibly crowded. With so many options to accomplish the same tasks, users are less inclined to stick around. An app's functionality needs to be on par with user expectations. According to Andrew Chen, the average app losses 77% of its DAUs within the first 3 days after the install. 

Beating mobile churn in such an economy requires opening up channels of communication on the part of app developers, marketers, and support agents, and keeping these channels in-app. At its core, increasing engagement (thereby reducing churn) is about establishing lasting relationships.