One thing that is absolutely critical about consumer apps, is that they require phenomenal scale and growth in a very small amount of time. Scale that cannot be bought by marketing, PR and paid media alone. Scale that cannot be managed by distribution alone.

This scale can only be created if consumers feel an inherent organic reason to want to use the product and keep using it many times in a day. At the same time it has to appeal to consumers of different ages groups, across different cultures, across different languages, different needs and different economic standings.