There's plenty of research out there that suggests paid...

There's plenty of research out there that suggests paid marketing is the way to go. I've posted Harvard Business Review articles to this effect before - happy to again if you care, but I'll need to find them. It's a statement of fact that it hasn't worked to date, but not that it will never work.

App Annie downloads are in line with Rebtel more or less. Few more on Android at the moment in about a half dozen jurisdictions.... Rebtel make lots of money, so those figures are not an indicator that they're done by any stretch. Only that they've got a ways to go.