For every major category and interest, you can beat there’s a mobile app built around it or to service it. According to Nielsen, the average user engages with north of 25 different apps per month, spending over an entire day’s worth of time crushing candies, booking Ubers, posting Instagrams and Snapchatting selfies. While usage continues to rise and apps evolve in functionality, they still remain a bit of a walled garden in terms app economics and the overall app ecosystem. That’s where two companies, Button and App Annie, come in, both of which raised new venture funding in the past several days.
At the beginning of the year, we covered what to expect from Uber in 2015 given everything the global technology platform accomplished in 2014. A focal point of that success is based off of the adoption of Uber’s API, a third-party plug into other relevant applications. Button is the deep link between Uber and other mobile applications such as Resy, a restaurant reservation app. This is just the beginning of deep linking between mobile apps as users continue to increased time and interest in their smartphone experience.
Over the past few years we have seen various trends of decoupling and integrating applications. InMarket is one mobile application company that has intentionally built an ecosystem of apps as opposed to delivering a all-in-one experience, knowing that users have targeted reasons to engage.
Creating a more seamless mobile browsing experience within the mobile app ecosystem is easier said than done. Button and others have their work cut out for them but have paved a solid road with partnerships such as Uber and Resy.
The interconnectedness of the mobile app ecosystem, while be it important, isn’t the only piece of the puzzle to solve. App Annie is looking to provide usage intelligence, including active users, engagement trends and much more across a broader app ecosystem.
What Button and App Annie are building are both pivotal pieces of the evolution of mobile apps. Look for both to make significant headway in 2015 in order to build a new type of app ecosystem and ultimately a better user experience on mobile devices.