Google’s quiet acquisition of a startup called Agawi last year, could reportedly prove significant for the future of apps.
The little-known company, whose name is apparently an acronym for “any game, anywhere, instantly”, allows users to stream apps and games without actually downloading them.
According to The Information, “Google is engaged in a long-term effort to erode the central role of downloaded apps in hopes of regaining some power it has lost in the mobile world.”
Simply put, the technology giant wants to shift consumers away from apps and back to the mobile web.
Why? Google is first and foremost a search company, which makes a huge portion of its money from advertising.
While it owns Google Play, not a lot of apps in the store integrate search, which limits how much Google can earn from users.
Google Now has been used as an example of how the company intends to transform the mobile web.
The search assistant continuously delivers relevant cards of information relating to weather, direction, sports results and news, which users can read without ever having to open a separate app.
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However, even if Google’s alleged intentions prove true, we’re unlikely to see the integration of Agawi’s technology into Google’s existing services for a while yet.
The Information says that people familiar with Agawi reckon the process could take around a year.