Instant Apps: Evolving The App Store Value Chain

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Instant Apps, originally unveiled during Google I/O 2016, is finally being tested in the wild. Teased as Google’s attempt at making app interaction frictionless, it enables access to supported Android apps without requiring a download. It achieves this by breaking up an app into multiple modules, which are hosted by Google Play and can be accessed through deep links from another app, browser or near-field communications (NFC). Since this requires major updates to existing apps, the SDK is expected to roll out gradually to developers in the coming months. However, most Android users will be able to access supported Instant Apps immediately. Unlike new Android versions, Instant Apps is actually built on Google Play Services and will be available to a massive installed base of users running Android 4.1 Jelly Bean or higher.