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Martech Mashup: Google Instant Apps released

Hold on to your seats. Google's Instant Apps are ready to be released into the wild.

App-etite for Construction

Last year Google announced Instant Apps for Android at its annual I/O developer conference. They're essentially a new kind of app designed to fill in the blanks between web and native apps. 

Google says Instant Apps can provide the speed of a website and the functionality of an app. They can be downloaded with a single click, circumventing the need to visit an app store.

Google used the example of using a parking app when visiting another city.

Darwinism

Now the first batch of Instant Apps are ready for beta testing. These include apps for BuzzFeed and Periscope.

While more details were thin on the ground at time of writing, Instant Apps could give brands powerful new customer service tools. 

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