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Instant Apps: What are they and how will they transform media?

2017 will be the year Android’s Instant Apps gain real traction, but it will be the impact on everyday people that promises the biggest differences.

There are a host of well-documented issues around publishing and media companies launching apps, with discoverability being one of the biggest challenges.

Google are looking to smooth the app download experience, and have begun to roll out limited tests of their new ‘Instant Apps’ project with apps from Buzzfeed and Periscope, among others.

The announcement about Instant Apps, made at Google’s I/O Developer Conference last May generated interest among dedicated fans and technology journalists, but the publishing and media world failed to take much notice.

Not to be confused with Facebook’s Instant Articles, Instant Apps are a neat way of bringing apps to the people who need them to solve problems without having to download them. It may not have got as many column inches as the Accelerated Mobile Pages (AMP) project, but could be just as significant for bridging the app – web divide.

Here is a rundown of what Instant Apps are, how they’re being used and what this could mean for media organisations with apps or who are looking to launch them.

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