![]() An events ticketing app that shows relevant events in its Instant App based on your search.A retail company that uses its Instant App to promote special offers based on search results.But it’s easy to imagine some great use cases for how companies might use the platform as a way to lure potential new customers. There’s a lot to be learned in the coming months as Google grants more developers access to Instant Apps. Of course, losing a download might not truly be a bad thing if a happy user can get the information they need or complete the action they want quickly - all from the Instant App.Īll in all, it’s hard to imagine too many drawbacks to supporting Instant Apps. This may require mobile marketers to rethink how they measure success, especially since metrics like downloads and time spent in app won’t be as relevant. Whether it’s an Instant App or the full download, your app has to deliver on its promise.Īnother drawback: It’s possible that some apps may lose downloads to Instant Apps if the light version of the app provides all the information a user needs - which in many cases is a good user experience. If your Instant App fails to deliver a great experience, then it won’t matter how discoverable it is - you’ll lose potential customers. Companies can put direct links to Instant Apps on web pages, emails or other marketing materials to encourage potential users to try an app.Ī try-before-you-download approach can be a double-edged sword for companies. With Android Instant Apps, discoverability takes another big step - not only can users find an app with a web search, but they can experience it as well. Recently, search results for both Google Play and the iOS App Store have started to improve. Since the dawn of the smartphone, app discovery has been a challenge for app makers as searches for the web and for the app stores were completely separate. It’s very similar to a classic try-before-you-buy model - which, as long as your app meets expectations, will be a huge help. That friction is alleviated with Instant Apps - where now potential customers can get a taste of what the app experience is like before committing. One of the biggest challenges in app marketing for years has been to get customers to commit to and download an app. ![]() There are two massive benefits for companies and developers to start using Android Instant Apps as soon as it’s available. The case for creating Android Instant Apps According to Google, this can be done by skilled developers for many apps in a day or less - depending, of course, on the complexity of the app. You simply need to modify the project to create two builds: the normal app APK and the instant version. ![]() You’ll also have the opportunity to download the app.įor developers, Google promises it will be fairly simple to update existing apps to add an Instant apps layer. Imagine that you can experience something that loads as quickly as a web page, but with a native look and feel and with access to certain features on your phone. You can then click on the Instant App links to try the app without actually downloading it. Google is accepting applications from developers on an app-by-app basis - and we’ll let you know as we get our hands on it and learn more about its features and limitations.įrom a user experience point of view, Android Instant Apps will eventually look something like this: You search for a piece of information on your phone, and when you see search results, you’ll see a combination of web pages and app results (from Google Play). The limits for Instant Apps’ file size and features are still to be determined. ![]() It’s more like a preview with limited interaction. Instant Apps lets you experience what you love about apps - fast and beautiful user interfaces, high performance, and great capabilities - with just a tap.”īut it’s important to note that the Instant App version of an app isn’t full featured. But from what we know today, here’s what brands and developers should be aware of: What it is: Android Instant AppsĪs Google puts it, “Android Instant Apps enables Android apps to run instantly, without requiring installation. Now, however, it has a name - and Google also has launched a developer website to support the effort.Īndroid Instant Apps isn’t expected to be widely available until later this year. Google’s been working on this for a while the company announced back in November it was testing the concept of streaming apps along with showing content from those apps in search results. But while it only took a few minutes to unveil Android Instant Apps, the impact could be long-lasting for brands and app developers alike. Perhaps it was fitting that Google spent only seven minutes in last week’s I/O two-hour keynote to describe something with the word “instant” in its name.
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