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Why Microsoft and Google love progressive web apps

Progressive web apps have become a reality.

Although progressive web apps or PWAs have been around for about three years – an initiative mainly driven by Google – they became a reality this week when Google Chrome released 70.

The new version of Google's web browser includes a number of robust new features. The biggest news, however, is the new support for PWAs that work with desktop Windows. (Support for Mac and Linux should be displayed in Chrome 72.)

Google and Microsoft compete on many fronts. When it comes to PWA, companies are perfectly aligned. I'll explain why below, but first we'll clarify exactly what PWAs are.

PWAs: Easier for Everyone

A PWA is a website that can look and feel like an installed app or application on a smartphone B. Tablet, Laptop, or Desktop

PWA use background-executing scripts (JavaScript Files), which are called service agents that cache assets and enable higher performance. Service personnel enable offline execution and access to offline storage. And they can show push notifications.

PWAs are a small benefit to users, but a great advantage for developers, brands, and businesses.

Because PWAs rely on CSS3, JavaScript and other standard tools, they can easily be ported to other browsers and platforms.

PWAs even support or replace a Mobile First design strategy that lets you create the PWA for mobile devices and then on all devices.

Because PWA App Store bypasses, they help solve the problem of app fatigue, where users resist wading into an app store to find another app that they will try and forget once. When users visit your website, you can offer the PWA installation on-site and start each time you visit this website.

Most major retailers offer apps that offer loyalty and discount features and a better shopping experience. But most of these dealers' customers are not interested in downloading the apps. PWAs can be run when they visit the store and offer additional features that run like regular apps.

Several test cases have proven that PWA dramatically improves interaction, conversions, interaction, push-to-open rates, and opt-in.

Pinterest launched a PWA that should replace access to the service with a normal browser experience. Significant benefits have been reported, such as a 50% increase in advertising CTR and 40% increase in spend by users who spend more than five minutes on the site. The PWA not only surpassed mobile Internet usage, but also the use of mobile apps.

Also, PWAs support all types of devices, including Chromebooks.

The old decision for developers was to separate apps for Windows, macOS, Linux, iOS and Android – but still not delivering Chromebooks, unless you've created a sixth implementation with a Chrome extension.

The new option is to create PWAs and provide all platforms, including Chromebooks, with a single implementation. 19659002] And the same work can facilitate access to PWA from Smart TVs and other IoT devices.

PWAs feel like apps, but the content search engine is indexable and shared by the user.

PWAs are also relatively safe. During installation, they have no access to the hardware of the system. This access must be granted on a case-by-case basis, resource by resource, after the user has given explicit permission. Access to storage, location, and Bluetooth requires three separate permissions. For example, users can say yes to bluetooth but decline the storage and location requirements.

This is more or less the way mobile apps work, but it's an improvement on the traditional way desktop applications work.

Bottom line: is that PWAs will eventually turn browsers into app platforms – real apps, not the terrible web apps of yesteryear.

Why Microsoft is All-in with PWA on PWAs

Thanks to Chrome 70 PMAs, PWAs in Windows 10 work just like normal apps. That is, they support Notifications, Live Tiles, and Cortana, and are available from the Chrome menu, the Start menu, or as a pinned app in the system tray. And they are available in the Microsoft Store.

Google and Microsoft are so far sympathetic when it comes to PWA. This is because PWA increases the number and size of apps available to Windows users.

But the biggest reason is that Microsoft hopes to re-enter the smartphone market with its Andromeda device. Instead of entering a market without apps, it would instead enter a market with all the PWAs.

Many of these apps are primarily designed to replace Android apps. And so many of the apps that were previously available only for Android devices and Pixelbook devices will now also be available for Windows Surface Phone devices, or whatever Microsoft calls Andromeda.

It's a win-win situation for Microsoft and Google. Microsoft gets tons of apps for its devices. Google gets everyone to make everything from the Internet, which supports the current ChromeOS strategy and the future Fuschia strategy.

Progressive web apps do not always mean progress

There are dark sides.

Discovery for PWAs is decentralized. You can not just go to an app store and find what you're looking for with a search.

Google maintains a directory of PWAs. But to my knowledge, there is not a single resource for all PWAs.

What we do not know is whether the industry can ensure that PWAs represent a single app platform, or whether PWAs allow or develop fragmentation

Microsoft and Google have worked together so far on PWAs, and that's a good one Thing.

Apple, not so much. And while Apple is starting to support PWAs in Safari, it's not clear that the company is motivated to support common standards. And Safari functionality is missing. One thing broken for PWAs on iOS, for example, are web push notifications.

The raw power of PWAs is generally lower than that of native apps.

Another disadvantage is that PWAs are strongly isolated. Therefore, it is difficult and unlikely for different PWAs to share resources or data directly.

PWAs are not perfect.

I still think they will be very tall.

PWAs are much more efficient and developers for both users. They are much more flexible, cross-platform, and more space-efficient than web apps, websites, mobile apps, or desktop apps.

Brands and organizations like Starbucks, Twitter, Burger King, Home Depot and NASA are switching to PWAs. Maybe your company should do that too.

Now that PWAs have really arrived on Windows, it's time to take them seriously in your organization. Take stock and analyze all of your company's apps and see which PWAs can be converted to PWA.

It's more work, but in the long run it will increase tenfold.

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