Ryan,

Thanks for the heads up - did not show up on my radar screen!

Took some time to think about it, and came up with a quite opposite view. All what follows is a personal interpretation.

Last month Apple announced a huge increase of iPhone 6 sales on the Asian markets. So far the market deal was clear: iPhone for the upper end, Android for the lower end, with ambitions upwards. 2 years ago, Android was supposed to kick Apple out of the market like Microsoft once did.

Now Google sees the opposite scenario happen, and realizes that consumers have no compelling reason for buying an Android, except price - and price has never been a compelling reason, just a non-choice.

So Google tries to clone what made Apple's success: keynotes with wahoo effect (or still learning to on the video … 'do you want to see it live?' - question never asked in an Apple presentation, just because there is no need to ask). Did you notice that the 2 co-presenters are probably Asians, as the targeted audience?

'Now on Tap' is an attempt to attract consumers, and tie up app developers into the Android eco-system.
This is fine for consumer apps, what is the impact for business apps?

There are 2 main differences between consumer and business apps: features and numbers.
- features: today all consumers around the world tend to behave the same (globalization) and, consequently, expect the same features: one app can target billions of people; this provides enough momentum ($) to develop one application per platform: mw, ga and ai*.
Conversely, businesses on different markets (activity and country) have varying needs; moreover, some companies seek differential advantages in their IT - they don't want to share features with their competitors.
- numbers: this feature patchwork narrows the number of target companies and users for a given app, except very broad, horizontal and narrow functions (like CRM, time tracking etc.) - too little $ to develop platform-specific ERPs at an affordable cost.

Economically, business apps require a standard client environment.

This has been the only reason why Windows has become standard and nearly a monopoly: because Windows specs and APIs were public, business app tools came on windows (dBase contributing a lot), then business apps, then the huge market of business users, and finally the consumer market.
Anyone over 50 can remember this clearly.

Is there any chance that this scenario replays?
Certainly no, because the mobile consumer (B2C) market has emerged before the business (B2B) market, just the opposite of what happened 30 years ago. And consumers are sensitive to fashion and marketing, not standards, just because standards don't provide consumer any benefit, not even a significant cost reduction.
And because the consumer market is so huge that the app makers can develop and maintain as many version as the number of platforms.
In some sense, platforms fragmentation provide the bigger players an even higher barrier of entry against new players - so, and this is a paradox, companies that are established on the consumer market (like Facebook and others) do have a objective interest in addressing a variety of platforms.

So everything seems to indicate that the mobile device market will remain fragmented, and there will be no chance to see once a (free) standard client environment except the browser.

That's why business apps have no other choice than move to the browser.

PS: as business app developers, we've always believed that our needs were prominent on the IT market. This is longer been true since roughly 2005: IT are now dedicated to the consumer market, and every announcement should be considered in this perspective.

All what precedes is a personal interpretation.

>Thierry, something else to consider:
>
>What Google just announced at its IO conference is a bombshell for the future of the company. For years the search giant has witnessed the chipping away of its core product — search — due to the rise of mobile applications and their siloed-off experiences. Users are engaging more and more with programs that have no attachment or often need for search on the broad web, and as a result Google's position as the owner of our habits, interests, and needs on the internet has looked increasingly at risk....
>
>[Today] the company demoed a new feature of its Android OS which allows its Now service (a dashboard of notifications focused on your life and interests) to plug in as a layer that essentially hovers above any app running on your phone or tablet. Activated by the home button, it's always there. This means that you can get contextual search information around almost anything you're doing, provided there is text and data that Google can pull from the app itself. And the best part is that developers won't have to make any changes to their existing software to allow the new service — dubbed Now on Tap — to bring search and context into the user's view.
>
>http://www.bloomberg.com/news/articles/2015-05-28/what-google-just-announced-is-a-bombshell
>
>Another acknowledgement of the increasing footprint of non-browser apps on devices, this time by the producer of the dominant device OS. Apart from search, this will make it easier for all sorts of different apps to interact without their developers having to program (or customers pay for) a big Rube Goldberg exercise: exactly the sort of "black boxing" that IT needs to be delivering for its customers. I realize the purpose is to keep Google in the driver's seat but this is an example of vendor and customer interests being aligned, just like Microsoft in the 1990s.