{"id":10794,"date":"2016-10-31T16:54:12","date_gmt":"2016-10-31T16:54:12","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=10794"},"modified":"2020-07-30T12:59:15","modified_gmt":"2020-07-30T11:59:15","slug":"browsers-not-apps-are-the-future-of-mobile","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/browsers-not-apps-are-the-future-of-mobile\/","title":{"rendered":"Browsers, not apps, are the future of mobile"},"content":{"rendered":"<p class=\"opening_paragraph\">A common refrain in discussions over the future of mobile is that \u201ceventually, all mobile apps will be iOS or Android apps.\u201d<\/p>\n<p>But many of these commentators have a vested interest in helping native mobile apps survive. Proclamations of an all-native mobile app world ignore the fact that browsers and the web are fast becoming the mobile operating system of the future, and native apps are slowly dying.<\/p>\n<h2 id=\"native-apps-are-good-for-some-things-but-not-all-things\">Native apps are good for some things but not all things<\/h2>\n<p>Native apps are, of course, great at certain things. They\u2019re great for frequent, heavy use tasks like communicating with friends, family, and colleagues \u2013 something we do multiple times a day, every day. Apps like Snapchat, WhatsApp, and Facebook Messenger need to access cameras, microphones, and the OS directly. So it makes sense for these types of apps to be native <a href=\"https:\/\/www.intercom.com\/blog\/mobile-apps\">iOS and Android apps<\/a>.<\/p>\n<p>But is there really a need for any other type of app to be installed natively? The mobile web, and browsers of today, can easily take care of almost everything we want to accomplish. Let\u2019s not forget, native mobile apps were a short-term fix for short-term connectivity problems. In a 4G, wifi-everywhere world, those problems have all but disappeared.<\/p>\n<p>For example, companies like Patagonia have already bid farewell to their native mobile app thanks to advances in mobile web capabilities and standards.<\/p>\n<blockquote class=\"twitter-tweet tw-align-center\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">What was that about websites being irrelevant and this being an app only future? <a href=\"https:\/\/t.co\/tFrw18KG25\">pic.twitter.com\/tFrw18KG25<\/a><\/p>\n<p>\u2014 Adam Kmiec (@adamkmiec) <a href=\"https:\/\/twitter.com\/adamkmiec\/status\/737992375839162368\">June 1, 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<h2 id=\"we-spend-more-time-in-mobile-web-browsers-than-we-think\">We spend more time in mobile web browsers than we think<\/h2>\n<p>It\u2019s not just companies that are turning away from native apps &#8211; the average American now <a href=\"http:\/\/qz.com\/253618\/most-smartphone-users-download-zero-apps-per-month\/\">downloads zero apps per month<\/a>. This has little to do with us spending time on phones \u2013 compare this app fatigue with the amount of time we\u2019re spending in browsers.<\/p>\n<p>Everyone\u2019s familiar with Firefox, Chrome, Safari, and Internet Explorer \u2013 \u201ctraditional\u201d browsers with address bars, search functionality, and buttons to skip forwards and backwards. But they\u2019re not the only browsers we use every day.<\/p>\n<p>We\u2019re spending increasing amounts of time inside messaging apps and social networks, themselves wrappers for the mobile web. They\u2019re actually browsers. And these browsers give us the social context and connections we crave, something traditional browsers do not.<\/p>\n<p>For example, Facebook is our browser for the the social web. It makes it easy for us to browse through and discover the friends, businesses, and content we\u2019re most likely to enjoy. Instead of having to \u201cpull\u201d content through traditional browsers, Facebook \u201cpushes\u201d content to us based on our interests and those of our friend networks. We\u2019ve also seen a number of aesthetic shifts, with several new features to help Facebook\u2019s iOS app approximate a real browser.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-10800 aligncenter\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Browser-interaction-392x700.png\" alt=\"browser-interaction\" width=\"392\" height=\"700\" srcset=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Browser-interaction-392x700.png 392w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Browser-interaction-168x300.png 168w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Browser-interaction-336x600.png 336w, https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Browser-interaction.png 640w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: small;\"><em>The new Facebook in-app browser features back and forward buttons, which let you bookmark pages and input your own URL<\/em><\/span><\/p>\n<p>Slack, meanwhile, is our browser for work. It makes it easy for us to discover documents, conversations, and data. In the past, we had to seek out the information we needed from our colleagues, and we\u2019d miss out on information we didn\u2019t know we needed. Today, our colleagues \u201cpush\u201d documents and updates to us through browsers like Slack, making our work lives simpler and more integrated.<\/p>\n<p>WhatsApp is our browser for close tie friend networks. Whether 1:1 or in small groups, we\u2019re drip fed content personalized to us, from our closest connections. These connections \u201cpush\u201d content to us to browse and consume. We trust their recommendations \u2013 it\u2019s the most personal way to browse the web.<\/p>\n<p>The above messaging apps are, of course, native apps. But critically they contain new functions that replace activities formerly performed in other native apps, or anywhere else for that matter. By offering a dizzying array of features thanks to millions of smart integrations by outside software developers, there is only very little need to ever leave these new types of browsers.<\/p>\n<p>In fact, these messaging and social browsers are so successful, we tend to only need three to discover, retrieve, and consume all the content we crave. No wonder Facebook, Google and many others are placing massive bets in this area. If you own the browser, you own the audience.<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Time-spent-in-apps.png\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: small;\"><em>According to comScore, users spend 50% of their app time in the most used app, and almost 80% in their top three apps.<\/em><\/span><\/p>\n<h2 id=\"bots-the-new-way-to-browse\">Bots, the new way to browse<\/h2>\n<p>What\u2019s so exciting about these new browser models is that so much is still in flux.<\/p>\n<p>Bookmarks were a core part of operating systems since the 1990s, represented by desktop icons and \u201cstart\u201d menus. As we spent more time in desktop browsers, we relied on different, new types of bookmarks. We bookmarked web page urls and domain names. We installed toolbars to access services like MSN News, Google Search and Yahoo! Mail. We manually curated our own content.<\/p>\n<p>What we\u2019re seeing on mobile is that bots are appearing as a new type of dynamic bookmark for mobile web browsers. Instead of going into the address bar, typing a url, and waiting to receive content every time, bots can push us the content as we need it. They can learn the content we\u2019re most likely to engage with, and serve us more relevant content over time. They curate content for us.<\/p>\n<p>For example, take the \u201c@music\u201d feature in Telegram. It uses an inline keyboard that allows you to find and listen to music, without even sending any messages. And it updates its own messages on the fly as you flip through the pages of search results.<\/p>\n<p>So instead of a) a separate native mobile app (such as Spotify) or b) having to search and discover music in a browser such as Chrome, bots will be able to feed users full blown experiences that let them book reservations at restaurants or buy goods, without ever leaving their social or messaging apps.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-10799 aligncenter\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/10\/Bot-interaction.gif\" alt=\"bot-interaction\" width=\"320\" height=\"570\" \/><\/p>\n<p>Over time, bots are a way for us to bookmark our interests and our behaviors. The content retrieved for us is actionable. We can book things and buy things. We can read things. The curation process is powered by our close friend networks and artificial intelligence.<\/p>\n<h2 id=\"what-this-means-for-tomorrows-startups\">What this means for tomorrow\u2019s startups<\/h2>\n<p>The web is and will always be the most popular mobile operating system in the world \u2013 not iOS or Android. It\u2019s important that the next generation of software companies don\u2019t focus exclusively on building native iOS or Android versions of existing web apps.<\/p>\n<p>Just make sure those web apps render and work well in the new wave of mobile browsers \u2013 messengers. Don\u2019t build for iOS or Android just for an imaginary distribution opportunity. Distribution exists where people spend most of their time today \u2013 social and messaging apps, the new mobile browser for a bot-enabled world.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A common refrain in discussions over the future of mobile is that \u201ceventually, all mobile apps will be iOS or Android apps.\u201d But many of these commentators have a vested interest in helping native mobile apps&hellip;<\/p>\n","protected":false},"author":168,"featured_media":10796,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[202,339,201],"coauthors":[366],"class_list":["post-10794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-apps","tag-bots","tag-mobile"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Browsers, not apps, are the future of mobile - 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