09:30 AM
FUTURE FORWARD
What’s Next for the App Ecosystem?
This panel brings together visionary founders who dared to imagine what comes next.
- Where the future of apps is moving—from AI-driven personalisation to super-app ecosystems and privacy-first design.
- The unique propositions that set their products apart in a crowded marketplace.
- The conviction behind their journey—why they believed in their idea enough to take it to market, and how they navigated the risks of building something new.
10:25 AM
KEYNOTE
What We Can Learn from Super-Apps
It’s the age of consolidation for users who want to do more with less. With apps occupying prime real estate on phones, brands are looking to diversify their offerings to retain customers for longer. It’s a fact that unified platforms collect richer customer data across services. But what does it take to go from app to ecosystem?
10.45 AM
Tech Talk
Moving from Automation to Autonomy with Agentic AI
Traditional AI in marketing has focused on repetitive, rules-based tasks—automating push notifications, segmenting audiences, or running A/B tests. Enter the age of Agentic AI which doesn’t just execute instructions; it decides what to do next based on goals, context, and outcomes. Are brands ready for an intelligent agent orchestrating the user journey in real time?
- Instead of pre-set funnels, Agentic AI can autonomously adjust the app journey based on live signals (behaviour, location, device, time of day).
- Marketers set objectives (e.g., increase retention, boost LTV), and Agentic AI autonomously experiments with creative, timing, and channel mix to achieve them.
- Agentic AI interprets contextual signals (purchase history, app usage, external data like weather or events) to autonomously craft personalised experiences.
11:00 AM
COFFEE
11.30 AM
CASE STUDY
Quality of Attention – Content Shifts in a Trust Deficit Economy
- New formats, from volume-driven to context aware
- Incentivising user-generated creation
- Measuring depth of engagement
11.50 AM
Tech talk
Anticipating Customer Needs with an Integrated View of Data
Disruptions in the customer journey may be inevitable, but they don’t need to be relentless. Understanding where the friction lies can help cross-functional teams enable proactive outreach through digital interventions at critical moments. Helping users navigate the app to find what they are looking for, or adding more value through personalised journeys starts with a clear view of where users are at, and where they want to be.
12.05 PM
PANEL DISCUSSION
Ask the Experts: Tackling the Red Flags for App Marketers
Mobile and app marketing is under more scrutiny than ever. Rising acquisition costs, fragmented attribution models, and users who churn soon after install are exposing weak links in campaign strategies. This panel brings together leading experts to dissect the most common red flags in mobile and app campaigns;
- High CPI with flat installs
- Low retention & high churn
- Creative fatigue and poor performance.
12.35 PM
TECH TALK
Game On: Playable, Video Ads and End Cards
High-performing creatives do more than just drive installs — they improve ROAS for advertisers, which in turn helps publishers lower churn and strengthen long-term monetisation by bringing in users who engage more consistently, leading to higher ARPDAU and improved retention.
12.55 PM
LUNCH
01.55 PM
CASE STUDY
Push Notifications Move from Intrusive to Intuitive
If you misuse push, you lose push. Trust is fragile, and every irrelevant notification puts opt-in rates at risk. Push should feel like part of their environment: ambient, helpful, contextually intelligent. If a notification doesn’t create immediate benefit, it will 100% be dismissed as noise. So, what does it take to ace push notifications?
02.15 PM
TECH TALK
Agentic Commerce — When AI Agents Curate on the Customer’s Behalf
There’s a seismic shift in the marketplace. A move towards a world in which AI anticipates consumer needs, navigates shopping options, negotiates deals, and executes transactions, all in alignment with human intent yet acting independently via multistep chains of actions enabled by reasoning models. How does this interface between users and marketers fundamentally transform how marketers will plan their strategies?
02.30 PM
PANEL DISCUSSION
The AI Paradox: Speed to Scale but Attention in Short Supply
The paradox is clear: AI makes it easier to build and create, but exponentially harder to stand out. The bottleneck shifted from production to attention. Content creation is exploding, product development is accelerating, and creative variations are multiplying, but the audience remains the same. More marketers now compete for the same pool. Where does one go from here?
03.20 PM
TECH TALK
Add-to-Cart Advertising — Shoppable Ad Formats
Shoppable video ads seamlessly combine the power of video storytelling with direct ecommerce functionality, offering a unique opportunity for brands to engage consumers at various points in their shopping journey.
- Build emotional connections with consumers
- Maximise creativity with powerful storytelling ad formats
- Allow consumers to engage with and instantly shop your ad
03.35 PM
COFFEE
04.05 PM
CASE STUDY
What Does Meaningful Onboarding Look Like?
Globally, most apps will lose 70–80% of new users within a week if onboarding is weak. A frictionless first experience can change that. For example, the use of progressive disclosure — introducing features gradually rather than overwhelming users — has proved to be more intuitive to user behaviour, and aids in making them feel comfortable in seeing the value before being asked to commit. How can marketers show early value to users who download the app?
04.25 PM
CASE STUDY
Making Discounts Truly Count: Planning for Sale Season
- When to show an offer
- What price point to offer
- Which features a user values most
- When a user is likely to convert
04.45 PM
FIRESIDE
What’s Next? The Many Paths to App Monetisation in the Lifetime Value Battle
- Subscription tiers
- Digital goods
- Membership communities
- Personalised upgrades
- In-app commerce
05.15 PM
