How might the limitations of app store discoverability impact innovation among smaller developers?

Evolving Beyond the App Store: The Future as a Discovery Platform

The Limitations of the Traditional App store Model

For over a decade, the app store – primarily Apple’s App Store and Google Play – has reigned supreme as the gateway to mobile experiences. Though, this dominance is showing cracks. The walled garden approach, while offering security and curation, increasingly stifles app discovery, innovation, and user choice. High app store fees, stringent guidelines, and the sheer volume of apps (millions!) make it incredibly difficult for developers – especially smaller ones – to gain visibility. Users, too, are facing “app fatigue” and a growing reluctance to constantly download new applications. This is driving a shift towards option methods of accessing and experiencing digital content.

The Rise of Discovery Platforms

The future isn’t about just apps; it’s about seamless access to functionality, nonetheless of whether it’s packaged as a native application.This is where discovery platforms come in. These platforms prioritize surfacing relevant experiences based on user intent, context, and preferences, rather than relying solely on app downloads.

here’s how they differ:

* App Stores: Focus on distribution of pre-built applications.

* Discovery Platforms: Focus on access to functionality, often through web apps, mini-programs, or integrated experiences.

Examples of emerging discovery platforms include:

* Super Apps: WeChat, Alipay, and Grab are prime examples, offering a wide range of services – from messaging and payments to ride-hailing and e-commerce – all within a single interface.

* Mini Programs: Popular in Asia, these lightweight applications run within existing platforms (like WeChat) without requiring separate downloads.

* Progressive Web apps (PWAs): Web applications that offer a native app-like experience, including offline access and push notifications.

* Search-Driven Discovery: Google’s advancements in indexing web content and surfacing relevant actions directly within search results (e.g., booking a flight, ordering food) are blurring the lines between search and app functionality.

* Social Commerce Platforms: TikTok, Instagram, and Pinterest are increasingly becoming destinations for product discovery and direct purchases, reducing the need to leave the platform for dedicated shopping apps.

Key Technologies Fueling the Shift

Several technological advancements are accelerating the move towards a discovery-focused ecosystem:

* WebAssembly (Wasm): Enables near-native performance for web applications,making PWAs and web-based experiences more powerful and responsive.

* Instant Apps/App links: technologies like Google’s App Links and Apple’s associated domains allow deep linking directly into specific features within an app, bypassing the need for a full download in some cases.

* Improved Browser Capabilities: Modern browsers are becoming increasingly capable of handling complex web applications, further blurring the lines between web and native experiences.

* AI-Powered Personalization: Artificial intelligence and machine learning algorithms are crucial for understanding user intent and delivering relevant experiences within discovery platforms. Personalized recommendations are key to cutting through the noise.

* Enhanced APIs: Robust APIs allow seamless integration between different services and platforms, enabling a more interconnected and fluid user experience.

Benefits for Developers and Users

This evolution offers significant advantages for both developers and users:

for Developers:

* Reduced Distribution Costs: Lower or no app store commissions mean more revenue retained.

* Wider Reach: Access to a larger audience through established platforms.

* Faster Iteration: Easier to update and deploy web-based experiences compared to native apps.

* Lower Development Costs: Developing and maintaining a single web application can be more cost-effective than building and maintaining separate native apps for iOS and Android.

* Increased Discoverability: Platforms actively promote relevant experiences to their users.

For Users:

* Seamless Experience: Access to functionality without the friction of downloading and installing apps.

* Reduced Device Clutter: Less storage space consumed by numerous applications.

* Enhanced Convenience: Rapid and easy access to services directly within the platforms they already use.

* Personalized Experiences: AI-driven recommendations deliver more relevant content and functionality.

The Impact on App Store Revenue Models

The rise of discovery platforms poses a direct challenge to the traditional app store revenue model. Apple and Google are facing increasing pressure to adapt. Potential responses include:

* Lowering Commission Fees: Reducing the 30% cut on app sales and in-app purchases.

* Offering More Flexible Distribution Options: Allowing developers to offer alternative payment methods and distribution channels.

* Investing in Discovery Features: Improving search algorithms and recommendation engines within their app stores.

* Embracing Web Technologies: Supporting PWAs and other web-based experiences more fully.

Case Study: wechat – A Super App Success Story

WeChat, with over 1.3 billion monthly active users,exemplifies the power of the super app model. Originally a messaging app, it has evolved into a extensive platform offering:

* Mobile Payments: