The Dynamically-Delivered Future of Mobile Apps

[Commentary] I’m going to outline another way of thinking about app delivery that I think will be possible in the near future; one which makes discovery faster, installation transparent and the home screen close to redundant.

This concept, called “dynamic delivery,” involves delivering an app to your phone, not directly because you told your phone to install that app, but rather in response to a request for some content or action that is best delivered by installing that app. This shift in the model of how we own and access content is the beginning of a trend that will extend to the apps that provide us with access to that content.

[Chris Maddern is co-founder of Button, a customer acquisition and retention platform for the on-demand mobile economy]