Mobile app is good marketing and, a well-designed one, should ease the learning curve for new users.

http://prefundia.com/blog/getting-to-100000-users-paypals-60m-referral-program-that-nobody-knows-about/
PayPal spent $60 million on their referral program.

User adoption is expensive and, with exception of flukes like Tumbler and Facebook, many companies had to spend $10s of millions to get their users.   From this, you can see why crypto has struggled with mass adoption.  Bitcoin foundation barely has any money and Ethereum itself only raised like $20 million and promptly spent it all.  To get all the Joes and Janes on board, you probably have to spend $50+ million on just marketing / advertisement and wisely at that.



I think NEM will be the first crypto project to have a world class marketing budget.  There's 2 marketing funds added up to 450,000,000 XEM.  Developers / non-profit has to wait until $1,350,000,000 marketcap or $0.15 XEM and then they'll have like $67 million to utilize.  $67 million could fund a few 30-second TV ads, probably do a ton of YouTube and social media ads, product placements,  interviews on popular talk radio, et cetera.  


 
To think Ethereum has already hit that marketcap but they were too amateur, inexperienced and lacked pre-launch foresight to think about long-term marketing & advertisement.