Game developer Glu Mobile Inc plans to capitalize on the growing market of over-the-top streaming services or anything related to streaming. Glu aims to enable app streaming on devices. This means that users will not be required to download apps when accessing applications from app stores. However, an analyst thinks this could potentially threaten both Google Pay Store and Apple App Store.
These apps will be streamed by "clicking a link on a mobile website, in a text or e-mail message or through social media", according to Bloomberg. The app streaming should answer the problem in going through a lot of apps just to find what the user wants to install. Furthermore, apps with larger size need more time to download. The first issue that users have to deal with was pointed out by Glu studio's Senior Technical Director Richard Au.
The app streaming they are going to develop will "present the experience of your app without all the barriers". Au also added streaming apps through social media can help boost engagement. For instance, both Facebook and Twitter users can invite other to play the games by only clicking on a link.
Though there are the perks of app streaming, it also has disadvantages. Just imagine someone who does not have a stable or available internet connection. App streaming will be useless. This is when downloaded apps have the edge since constant network connection is not required. Forrester Research Analyst Mike Facemire reflects this same sentiment. He said that streaming removes offline network capabilities.
Other than the issue that users might encounter, app streaming could likely threaten Apple App Store and Google Play Store. Recon Analytics Analyst Roger Entner it is specifically threatening when it comes to revenue. Bloomberg further reports that both of the app stores actually offer more than 2 million applications. Apple and Google's revenue comes from their 30 percent cut in an app's price.
Based on App Annie's data, worldwide app store revenue amounts to $52 billion in 2016. It is expected to reach $102 billion in 2020. 451 Research Analyst Raul Castanon-Martinez added that there will be an estimated 100,000 app that are enabled for streaming within five years.
App streaming is not an entirely new concept. In fact, Google has introduced what they call as "Android Instant Apps". Naturally, this will only be viable for those who are using Android devices. It works the same as app streaming. Users are able to run Android Apps instantly. With Instant Apps, a person only has to tap on a URL to open the said app without installing it.
As posted in the Android Developers Blog, Google is looking to expand Instant Apps. This means that more apps can be streamed. The question is whether Glu can actually come up with app streaming for iOS devices too. It remains to be seen what the reception will be from the users.