At last week’s I/O conference Google made some huge statements about mobile apps. Firstly – and most obviously – there are the Firebase announcements, where Google basically rebranded everything to do with app indexing and app store optimisation – and then gave marketers some official tools to do the job for the first time. That makes a big difference to how marketers do the job now, but Google did hint at much bigger things to come with Android Instant Apps. Increasingly the lines between apps and web are becoming blurred; the announcement of Android Instant Apps is a huge leap ahead in this respect. Android Instant Apps allows users to download only the parts of a mobile application corresponding to a URL, so a user is able to see a map or place an order without downloading the whole application. Get the full story at The Drum Read also "The age of apps is over and cards are taking their place" at Inc.com