The Unbundling of Apps and the Challenges of Discovery in the Mobile Era

The Unbundling of Apps and the Challenges of Discovery in the Mobile Era

In the age of smartphones, the unbundling of apps has become a popular trend. Benedict Evans highlights that single-purpose applications have an advantage on smartphone interfaces compared to desktop websites. On a desktop website, adding a new feature was as simple as adding a new tab on the site's navigation. However, on mobile, all apps are just two taps away, leaving little room for additional features on the home screen. This has given startups the opportunity to unbundle features from larger companies' products, leading to the creation of separate single-function apps.

Both iOS and Android interfaces aggregate at the app launcher level, where users have a screen of different icons for different services. However, notifications are becoming another OS-level aggregation. Apps like WeChat and Baidu Maps have taken service aggregation to the next level by bundling different services within a single app. On the other hand, virtual assistants like Siri, Google Now, and Microsoft's Live tiles aim to move the aggregation model down the stack into an OS-level service.

The shift in the aggregation model also brings about new possibilities for discovery. Traditional app stores have not scaled well as a discovery platform, similar to how Yahoo’s hierarchical directory became outdated after 1996. Search within maps, for example, is naturally constrained to a limited number of use cases. Baidu Maps, by bundling every possible maps-based use case within its app, can offer a superior maps experience. The hidden use cases can be revealed when users perform relevant searches, eliminating the need for cluttered home screens or menus.

This trade-off between app discovery challenges and feature discovery challenges arises from the nature of app bundling. Apps with only one or two features are easy to discover but may lack visibility in the first place. On the other hand, apps with numerous integrated features face the challenge of feature discovery, despite having a large user base. Contextual integration, such as maps or social features, can help address the discovery problem, but it is most effective within constrained contexts.

Lenin's question, "Who, whom?" remains relevant in the mobile era. The question revolves around who controls the traffic and to whom they give it. Mobile technology may have reshuffled the deck, but it hasn't changed the fundamental problem of traffic distribution and discovery.

In conclusion, the unbundling of apps and the challenges of discovery in the mobile era are interconnected. Startups have the opportunity to unbundle features from larger companies, while established companies unbundle their own apps into separate single-function apps. The aggregation model and the shift towards service integration within apps offer new possibilities for discovery. However, there are trade-offs between app discovery and feature discovery, which must be considered. Three actionable pieces of advice for developers and businesses in this context are:

1. Consider unbundling features from existing products to create separate single-function apps. This allows for a more focused and streamlined user experience.

2. Pay attention to contextual integration within your app. By leveraging contextual cues like maps or social features, you can enhance feature discovery and tailor the user experience to specific use cases.

3. Explore alternative discovery platforms beyond app stores. Utilize search engines, social sharing, and other marketing strategies to increase visibility and drive traffic to your app.

In the end, the challenges of app discovery and feature discovery persist, but there are ways to navigate and leverage the evolving mobile landscape to reach and engage users effectively.