The Rise Of Search & Industry KPIs Changer - Instant Apps Is Window Shopping For Digital Users

An awesome creative? Wow! The user clicks it. CPC guys happy. User taken to Play Store app page. Starts to download it. CPI guys happy. Suddenly, the dumb native pop-up shouts Insufficient Storage! Everyone's screwed now.

With more & more apps for users to discover and try out, frustration hits new heights or lows, everyday. In the form of low storage space, poor connectivity amongst others. You want to check out something but the barricades are more. Come Instant Apps and boom!

Google promises developers with a bit of modifications to the existing code, apps will be as instant as Facebook Instant Articles (Wait! Wasn't deep-linking already there? Or web apps for that matter?). Meaning, you don't need to download apps to actually preview a part of them or do certain actions. WOW, did I hear? So does it mean you can book a Uber or shop at Amazon without downloading them? Or play a level of a 50 MB cricket game just like that? Well. Yes. Maybe.

So who wins, who loses?

The ad network industry, so dependent on impressions earlier and now installs, may see a tough challenge. Revenue takes a hit. Industry KPIs like CTR, CPI, downloads may all change. New KPIs will emerge. VCs may change their template of evaluating digital app-only businesses.

A typical user checks out the app, uses available functions and discards it. Apps which are used once in a while will not get user's prime digital real estate.

Google wins. The huge info of user activities hitherto just with developers and publishers will now be with Google too. Dumb installs will die. Search will rise again.

The above thoughts can be attributed to the author's whims or to the limited info Google gave us at the I/O. Waiting for more revelations. And more insights from the community out here.