The recent history of software development has witnessed a battle between web-based software and native apps. At this point, native apps seem to be winning especially in mobile computing. In fact, the trend towards mobile apps seems to be strengthening with the increased popularity of "branded" apps. Such apps are rapidly replacing the use of traditional system applications in mobile devices. We argue that the transition to branded apps by no means predicts the demise of the Web as a software platform. However, there is still work ahead in turning the Web into a platform that can compete with dominant native platforms. At the same time, the focus in the industry is moving from PC and smartphone markets towards new device categories. In our view the industry needs to shift its focus from devices and device-specific apps to liquid software, i.e., multi-device experiences that allow people to use all of their devices seamlessly.
Taivalsaari, A., & Mikkonen, T. (2015). From apps to liquid multi-device software. In Procedia Computer Science (Vol. 56, pp. 34–40). Elsevier B.V. https://doi.org/10.1016/j.procs.2015.07.179