One of the Google’s Moonshot projects, app-streaming, was announced to go live last week. It consists in showing up apps content in the mobile-search results, regardless of whether the content is indexed. Users will be able to click a "stream" button to get the full app experience without installing anything.
Although it is yet working for nine apps Google partnered with, the functionality could have an enormous impact as Google brings more services on board. It gives apps a way to engage with users they otherwise would not have had the chance to, so it's a win almost regardless if they get an install as a result.
http://www.businessinsider.com/google-app-streaming-2015-11
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