alex jubien-think mobile
Post on 20-Oct-2014
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TRANSCRIPT
Deep linking
@AlexJubien
@AlexJubien
Pioneer of mobile development
2003 - 2007
Games
2003 - 2007
Games Apps
Deezer
2008 - 2012
(main competitor of Spotify)
Deezer Viadeo
2008 - 2012
(main competitor of Spotify) (main competitor of Linkedin)
ThinkMobile Mobile Strategy Consulting
2010 at Deezer: Project ‘Url Handler’
The issue
Why does it happen?
HTTP URLs are not supported by apps / no standard format for URL in apps
Why does it happen?
HTTP URLs are not supported by apps / no standard format for URL in apps
=> Deep linking is the solution
What the hell is deep linking?
What the hell is deep linking?
A way to open an app directly to a specific section or content,
thanks to a link
Example: specific ad
Your app Another app
Ad2App Your app
What Deep Linking allows:
Ad2App
SMS2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
Ad2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
Ad2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
Ad2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
Ad2App
Social2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
What Deep Linking allows:
Ad2App App2App
Social2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
Deep Linking =
Everything2App
Leverage your digital marketing efforts also for your apps
How it works / Url Scheme
Url Scheme
A technical mechanism to launch an app,
with parameters
myapp://myparameters?yy=zz
Url Scheme
A technical mechanism to launch an app,
with parameters
myapp://myparameters?yy=zz
Ex.: fb://, skype://, deezer://, spotify://, …
Url Scheme
twitter://user?screen_name=AlexJubien
QR Code made with
Issues
• Not a standard • Not multi-platform • Not a HTTP url / crappy fail when not
handled: • Desktop web browser • App is not installed • …
How it works / Flow
Click
Desktop web
Mobile?
Yes
No
Analyze User Agent
www.myDomain.com/content/xyz
App Store
App Installed
?
No
IOS / Android
?
Google Play
Android
iOS
Android URL Intent Filter
App Store
App Installed
?
Yes
No
IOS / Android
?
Google Play
IOS / Android
?
Android
iOS
Web redirect myApp://content/xyz
iOS
Android
Focus: Social2App / Growth Hacking
Viral mechanics
Production ! Consumption
Viral mechanics
Production ! Consumption
Features in product lead users to share contents on
social networks
Viral mechanics
Production ! Consumption
Features in product lead users to share contents on
social networks
Consumption of these contents generates
acquisition or retention (and thus more production)
=> Benefits both for users and for the digital service
Viral mechanics
Production ! Consumption
Features in product lead users to share contents on
social networks
Consumption of these contents generates
acquisition or retention (and thus more production)
Social2App
Download Deezer
Launch app
Social2App
AppStore
Download Deezer
Launch app
INSTALL
Sharings generates downloads
Social2App
AppStore
App
Download Deezer
Launch app
INSTALL
and re-engagement
Social2App
AppStore
App
Cookie used to record choice
Download Deezer
Launch app
INSTALL
iOS Smart App Banner
• Allows deep linking • But quite no publisher do
it right! • Not multi-platform • Can’t remember choice
Resources
Related frameworks / tools
(acquired by Yahoo!) APPURL
URX
Related frameworks / tools
(acquired by Yahoo!)
Do you really need them? => at least, ensure your techies study them
APPURL
URX
Facebook / App Links
Facebook doc
Twitter App Card
• Proprietary mechanisms
for rich media formats in their native apps
• Twitter doc
Google App Indexing
Search results on Android open app directly! (doc)
Deferred Deep Linking
• Uses ad tracking technologies • Allows to open app directly to the right
content or section at 1st launch AFTER INSTALL
• Tapstream tech / Article
• Quixey / AppUrl: ‘The Problem’ (part 1) – Article
• Quixey / AppUrl: ‘The Solution’ (part 2) – Article
Some articles
• Quixey / AppUrl: ‘The Problem’ (part 1) – Article
• Quixey / AppUrl: ‘The Solution’ (part 2) – Article
• HasOffers: ‘Past, present and future of mobile marketing’ – Article
• Facebook: ‘An industry standard for linking on mobile’ – Article
• AppTweak: ‘The future of deep linking from app to app’ – Article
Some articles
Recommendations
Simple and cheap
• Rely on your website (desktop or mobile) • Implement iOS Smart App banner (the
right way!) • Use intent filter on Android
Simple and cheap
• Rely on your website (desktop or mobile) • Implement iOS Smart App banner (the
right way!) • Use intent filter on Android • Suboptimal, many issues (UX, not flexible,
not suited for ads, bad tracking, …) • Costs on app side, quite no maintenance
Advanced
• Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! • Remember UX should prevail
Advanced
• Want to get big on mobile? => Grab your techies and build your own deep linking routing platform! • Remember UX should prevail • Add support for FB App Links, Twitter App
Cards, Google App Indexing • Use these slides as your cookbook!
For your techies
Tricky points
• App has to be able to launch on any
section or content • Nicely handle what is supported… and
what isn’t! (implement a fallback? – at least, track failures)
• Fragmentation and maintenance • Proper tracking is hard to build! • Particular case when app is uninstalled
Reco on URL Scheme
• AppURL recommends not using schemes like yelp, imdb or spotify. These schemes may look nice, but there's no system for avoiding naming conflicts with them.
• Instead, AppURL recommends you use your website's (sub)domain as your scheme.
Crappy tinkering
• To detect if app in installed from Javascript : " http://stackoverflow.com/questions/1108693/is-it-possible-to-register-
a-httpdomain-based-url-scheme-for-iphone-apps-like/1109200#1109200
" http://stackoverflow.com/questions/13044805/how-to-check-if-an-app-is-installed-from-a-web-page-on-an-iphone
" http://jesseditson.com/clean-ish-mobile-web-deep-linking-for-ios-and-android
" http://fokkezb.nl/2013/09/20/url-schemes-for-ios-and-android-2/
Various
• A directory of URLSchemes: http://handleopenurl.com/
• A proxy-standard for app to app communication / using part of an app in another one: http://x-callback-url.com/