Whether it’s in sports, music, or business, rivalries always seem to make things more interesting. By allowing people to pick a side, rivalries make them feel like they truly belong to a tribe, which is a primal human need. Rivalries also push competitors to constantly outperform each other and, in turn, provide their target market with an ever-enhancing customer experience.
But imagine if some of the world’s fiercest rivals put their differences aside and teamed up to assemble the best product or service on the market. Could you imagine how electric an NSYNC-Backstreet Boys concert would be? Or the sheer power of a Microsoft-Apple supercomputer?
In the digital age, you could say mobile websites and apps are rivals. Brands developed mobile apps to phase out the use of their fast yet janky mobile websites when the demand for mobile devices exploded. Unfortunately, they soon discovered that mobile apps are quite sluggish and require more steps to access than mobile websites, like finding and downloading them from the app store.
To develop an app that offers the speed of a mobile website and the user experience of a mobile app, Google decided to end the rivalry between mobile websites and apps