The next versions of both Apple and Googles mobile operating systems (iOS9 and Android M) will have dramatic consequences for publishers trying to get users to use their mobile app instead of the mobile web browser. The next version of the iOS and Android operating systems will take deep linking to a new level.
Both Apple and Google have worked simultaneously on improving app linking, and essentially blurring the lines between content displayed in an app and content in a mobile website.
Users will be accustomed to searching at the operating system level (either through voice or touch input) in future versions of mobile operating systems, the search results will display web, app and local file results. The browser will not necessarily be the starting point for searching for content and users will be accustomed to search results displaying content available in apps, websites and local files.