B&H Featured as Part of Google's Instant App Initiative


At its annual I/O developer conference this week, Google unveiled a new feature for Android, the aptly named Instant Apps. This new breed of software app allows users to enjoy an app experience without having to download anything from the Play Store. Simply tap a link and you’ll be able to access everything you need to complete a certain application task, minus the lengthy wait time.  

The idea behind Instant Apps is that it’s built on Google Play services. Once a link is selected, Google Play grabs only the necessary parts of the app to accomplish a particular goal—say, watching a Buzzfeed video or buying some new gear from B&H. As demonstrated at the conference, a user would be able to search for a particular item, then, by simply tapping the link that appears in the results page, go directly to that item on B&H’s app and purchase it.

The Instant Apps initiative looks to be a welcomed alternative from having to download full apps or deal with the mobile Web. With it, you’ll be able to complete one-time tasks quickly and hassle free. You’ll also be able to get a good preview of a particular app and, if you like what you see, choose to download the whole thing. Once Instant Apps is rolled out later this year, Google says it will work on all devices running Android 4.1 or higher with Google Play services, so pretty much any Android user will be able to use it.