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AppURL initiative gains momentum, adds industry support

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Harmeet
New Update

MOUNTAIN VIEW, USA: The AppURL Initiative, an open initiative to connect native apps to the web with http URLs, announced four new supporters: Any.do, Mashape, Mobile Action, and app rewards service My Bean Jar.

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The initiative, which enables deep linking directly to content inside apps, officially launched in August. The AppURL Initiative invites browsers, carriers, manufacturers and app developers to join the consortium.

How AppURL works

Suppose someone wants to send a web link to a friend. No matter what email or web platform they use, or device they are on, the link looks and functions the same way. Apps mostly use similar, but slightly incompatible versions. So when they send an "app link", many times the app cannot open the link and it defaults to a browser or worse, nothing at all. AppURL fixes that problem by launching the right app automatically, ultimately allowing for better information access between users.

"At Mashape, we believe that universal deep-linking is vital to the app ecosystem, so we are happy to lend our support to the AppURL Initiative," commented Augusto Marietti, CEO of Mashape. "Since we started Mashape, our core focus has been establishing a marketplace where developers consume APIs that help them build the next amazing App. Enabling apps to function similar to the Web benefits not only developers, who gain reach, but ultimately, users can consume and browse Apps regardless of platform."

The new AppURL Initiative supporters join an impressive list of global mobile thought leaders who pledged their support last month, including Quixey, Gogobot, DuckDuckGo, UCWeb, Hubbl, Blekko, Swrve and Appurify.

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