Google Confirms Acquisition Of Agawi, A Specialist In Streaming Native Cellular Apps
Native apps have overtaken the online as the primary place the place smartphone customers go for leisure, info and extra. So it ought to come as no shock that one of many corporations that income probably the most from our use of the online is on the lookout for methods to get us to make use of the it extra once more. In line with The Info, Google final yr secretly acquired a startup referred to as Agawi, which had developed know-how to make use of and stream cellular apps over the online with out downloading them first, utilized in purposes like in-app provides to preview and promote gaming apps.
Google confirmed the deal on to TechCrunch in a terse word. “The Agawi workforce has joined Google. We aren’t sharing different particulars,” a spokesperson stated.
Earlier than the affirmation, there have been a number of clues that pointed to it being right. Agawi itself is not a reside enterprise: its site is lifeless (type of sarcastically), and its numerous Twitter accounts haven’t been up to date since 2013.
There are three former Agawi staff now listed as working at Google on LinkedIn, all software program engineers, together with co-founder Rohan Relan. Two different co-founders, Peter Relan (who had been the chief chairman) and Rajat Gupta (the CEO) don’t embrace Google of their LinkedIn resumes.
The Info describes Google’s transfer to purchase Agawi and combine its know-how as a part of the search big’s bigger efforts to get individuals again to utilizing the online, and particularly away from downloading apps to be able to take pleasure in content material. However loads of the numbers about how Google has developed its personal apps platform, Android Play, don’t appear to help this. For instance, the firm has paid out $7 billion to builders and has greater than 1 million apps in its retailer.
There’s however a reasonably clear purpose why Google would need to swing extra consideration to apps and the way they is perhaps consumed over the online: it makes nearly all of its revenues from net searches and the advertisements that run towards them.
Efforts like Apple’s new deep-hyperlink-based mostly search in iOS 9 pose a menace to Google’s core enterprise mannequin as a result of supplies an various method to discover content material inside apps that don’t use Google or the online.
Google has in fact labored on methods of constructing out its apps enterprise, together with search in native apps: it’s enhanced its personal deep-linked apps service, with some 50 billion hyperlinks inside apps now listed to be searchable on-line, and with one hundred apps built-in into Google Now.
A method Google might use Agawi’s know-how might be improve how app search in Google works. Its streaming know-how might be used to let individuals seek for after which preview apps earlier than downloading them.
Apple’s new search providing, which makes use of deep-hyperlink know-how to floor content material from inside apps, primarily provides its iPhone and iPad customers a approach to search inside these apps, thereby giving customers much less of a necessity to make use of Google’s search engine, and the online basically. Apple’s search presently solely covers apps that an individual has put in on his or her telephone, however it appears solely a matter of time earlier than that will get prolonged to the broader catalog of uninstalled apps, too.
Agawi, which began out in Peter Relan’s YouWeb incubator, has been round in a single form or one other since 2010 (its first identify was iSwifter). In concept its know-how might be used for all types of content material, though it targeted its efforts initially on gaming after which creating advert models the place you possibly can play the video games from inside the advertisements.
This latter product can also be fascinating from a Google perspective. Google, whose Android OS powers nearly all of smartphones globally, can also be a pacesetter in cellular promoting.
Whereas we’ve seen a whole lot of developments from different corporations in wealthy media and programmatic advertisements, in addition to from the likes of Fb and its personal in-app efforts, this can be a signal of how Google itself could also be trying to innovate once more in its cellular promoting strategy.
The truth is, you possibly can consider this advert unit as an excellent-charged app-set up advert. From what we perceive, you’ll be able to set a restrict on how lengthy you possibly can stream a recreation within the advert unit, to make it right into a preview, which then converts right into a obtain hyperlink from the app retailer.
Up to date all through with Google affirmation and extra info.