"a few points. If Apple and Google have won what does that mean for Microsoft? Will they give up and just build "services" for the mobile web? Is the recent move on Office a step in that direction? I am not sure i follow your analysis on deep links. Google can with the right framework (already deployed partially) point search results to deep app sections. This is totally possible. the problem is that the default pattern on a smartphone is not access content from Google but from "bundles" (app or notifications or widgets). And that points to the next questions: what is an app tomorrow? is that still a piece of soft you "download" or will that change?" - Ouriel Ohayon