S3Corp. Tech Blog

The digital landscape is shifting, and businesses are making critical decisions about how they engage users. One prominent trend is the gradual phasing out of mobile websites by e-commerce companies. Instead, these companies are directing users toward downloading dedicated apps, signaling a significant shift in strategy. Urban Ladder, for example, still offers users the option to browse their mobile websites, but many companies have completely abandoned such platforms, focusing instead on apps. In some cases, desktop websites are also being sidelined.

For users accustomed to the convenience of browsers, this change can be frustrating. One Urban Ladder user expressed annoyance at being prompted to download the app, asking, “I am already there! Why do I need to wait more and reach the app?” This frustration highlights a broader issue: a seemingly forced transition for users comfortable with web browsing. However, there is another perspective worth exploring.

The Rise of App-Centric Internet Usage

Consider Lucky Singh, a smartphone user in rural India. His interaction with the internet is limited to Facebook. Without a data plan, he occasionally uses mobile data to check Facebook, and for tasks like email, he prefers a desktop. For Lucky, internet access on his phone means using the Facebook app, not a browser. Surveys conducted in Indonesia revealed a similar trend: respondents claimed not to use the internet but spent significant time on Facebook. This points to a fundamental misunderstanding—users perceive Facebook as separate from the broader internet.

On the other hand, in urban areas, younger users are developing an app-first mindset. Wishy Arora, a product specialist at Cleartrip, noted during MetaRefresh that children interact with devices by engaging directly with app icons. Browsers are often ignored in favor of app stores, where new apps are explored and downloaded. For these users, the concept of a browser is almost obsolete, replaced by apps as the primary interface.

The Decline of the Mobile Web

The preference for apps over mobile websites is evident in user behavior and company strategies. Data shared by Chris Dixon, a partner at Andreessen Horowitz, reveals a dramatic decline in mobile web usage, with app engagement dominating. This trend raises important questions: Why are companies pushing users toward apps? What advantages do apps offer businesses compared to mobile websites?

Apps provide two primary advantages. First, all traffic on the mobile web ultimately flows through search engines, particularly Google. Apps bypass this dependency, allowing companies to directly control user interactions. Second, apps offer more freedom in designing user experiences. Businesses prioritize acquiring and retaining engaged users rather than merely generating traffic. A user who downloads an app demonstrates a higher level of commitment and is more likely to engage consistently.

From a business standpoint, these motivations make sense. However, for users accustomed to the openness of the web, this shift is concerning. How many apps can a user reasonably maintain on a limited mobile screen? Dries Buytaert, the founder of Drupal, suggests that the web is undergoing a fundamental transformation. According to his hypothesis, the web will evolve from a “pull-based” system, where users actively seek content, to a “push-based” system, where content is delivered directly to users.

The Push-Based Web: A Future Redefined

The “push-based” web represents a significant departure from current norms. Instead of searching for information through browsers or apps, users will receive content tailored to their needs, much like utilities such as electricity or water operate invisibly in the background. ReadWrite explains this transformation as a “Big Reverse,” where the web becomes an integral yet invisible part of daily life.

This shift may lead to an ecosystem resembling cable TV, where a few dominant apps occupy prime positions on user interfaces, while smaller players struggle to gain visibility. Financially robust companies will dominate distribution, leaving innovative yet underfunded apps to face early extinction.

This centralization raises additional concerns. Apple and Google, controlling over 96% of the app marketplace, have the power to influence which apps succeed. They can restrict access to certain services, potentially stifling innovation. Smaller developers face significant barriers in navigating these controlled environments, limiting the diversity of available apps.

The Circular Nature of Openness

Despite the challenges, there is hope for a resurgence of openness. As LukeG observed, technological ecosystems often follow a cycle: open systems explore new possibilities, closed systems package these ideas for mainstream adoption, and eventually, new open solutions emerge. This dynamic suggests that while apps dominate now, future innovations could restore a balance between open and closed systems.

In Vietnam, mobile app development and outsourcing are thriving, with companies like S3Corp leading the charge in creating cutting-edge solutions. Businesses are racing to mainstream their apps, often compelling users to adopt them as the sole option for engagement. However, the long-term implications for the mobile web remain uncertain.

A Question of Balance

The evolution of the internet raises important questions. Will apps continue to dominate, relegating the web to a background role? Or will new technologies restore the web’s relevance as a central platform? For users and businesses alike, the answer will shape the future of digital interaction.

What do you think? Where is the mobile web heading, and what is its ultimate destiny?