“There’s an app for that” used to be a tongue-in-cheek slogan in the iPhone’s early days. Now, it’s a fact of life: By 2020, it’s estimated that 6.1 billion people will rely on smartphones. Users will install 210 billion apps between now and then, a trend that will earn developers a collective $57 billion in revenue in 2020 alone.

Apps are quickly becoming a brand imperative. But going after downloads or in-app purchases isn’t enough anymore; those are just the beginning stages of a product’s life cycle. To make apps a part of long-term growth strategies, companies must evolve these products based on users’ behaviors.

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