<s>
In	O
the	O
context	O
of	O
mobile	B-Application
apps	I-Application
,	O
deep	O
linking	O
consists	O
of	O
using	O
a	O
uniform	B-Protocol
resource	I-Protocol
identifier	I-Protocol
(	O
URI	B-Protocol
)	O
that	O
links	O
to	O
a	O
specific	O
location	O
within	O
a	O
mobile	B-Application
app	I-Application
rather	O
than	O
simply	O
launching	O
the	O
app	O
.	O
</s>
<s>
Deferred	B-Protocol
deep	I-Protocol
linking	I-Protocol
allows	O
users	O
to	O
deep	O
link	O
to	O
content	O
even	O
if	O
the	O
app	O
is	O
not	O
already	O
installed	O
.	O
</s>
<s>
Depending	O
on	O
the	O
mobile	B-Application
device	I-Application
platform	O
,	O
the	O
URI	B-Protocol
required	O
to	O
trigger	O
the	O
app	O
may	O
be	O
different	O
.	O
</s>
<s>
Unlike	O
the	O
Web	O
,	O
where	O
the	O
underlying	O
technology	O
of	O
HTTP	B-Protocol
and	O
URLs	O
allow	O
for	O
deep	O
linking	O
by	O
default	O
,	O
enabling	O
deep	O
linking	O
on	O
mobile	B-Application
apps	I-Application
requires	O
these	O
apps	O
be	O
configured	O
to	O
properly	O
handle	O
a	O
uniform	B-Protocol
resource	I-Protocol
identifier	I-Protocol
(	O
URI	B-Protocol
)	O
.	O
</s>
<s>
Just	O
like	O
a	O
URL	O
is	O
an	O
address	O
for	O
a	O
website	O
,	O
a	O
URI	B-Protocol
is	O
the	O
address	O
for	O
an	O
app	O
on	O
a	O
mobile	B-Application
device	I-Application
.	O
</s>
<s>
Examples	O
of	O
URIs	B-Protocol
that	O
launch	O
a	O
mobile	B-Application
app	I-Application
:	O
</s>
<s>
The	O
format	O
of	O
the	O
URI	B-Protocol
used	O
to	O
trigger	O
or	O
deep	O
link	O
an	O
app	O
is	O
often	O
different	O
depending	O
on	O
the	O
mobile	B-Operating_System
operating	I-Operating_System
system	I-Operating_System
.	O
</s>
<s>
Android	B-Application
devices	O
work	O
through	O
intents	O
,	O
BlackBerry	B-Application
10	I-Application
devices	O
work	O
through	O
BB10	O
's	O
invocation	O
framework	O
,	O
Firefox	B-Operating_System
OS	I-Operating_System
devices	O
work	O
through	O
Web	O
Activities	O
,	O
iOS	B-Application
devices	O
work	O
through	O
the	O
open( 	O
_:options:completionHandler	O
:	O
)	O
application	O
method	O
,	O
and	O
Windows	O
Phone	O
8	O
devices	O
work	O
through	O
the	O
UriMapper	O
class	O
.	O
</s>
<s>
fb://profile/33138223345	O
is	O
an	O
example	O
of	O
a	O
mobile	O
deep	O
link	O
URI	B-Protocol
.	O
</s>
<s>
The	O
URI	B-Protocol
contains	O
all	O
the	O
information	O
needed	O
to	O
launch	O
directly	O
into	O
a	O
particular	O
location	O
within	O
an	O
app	O
,	O
in	O
this	O
case	O
the	O
profile	O
with	O
id	O
'	O
33138223345	O
 '	O
,	O
i.e.	O
,	O
the	O
Wikipedia	O
page	O
,	O
within	O
the	B-Application
Facebook	I-Application
app	O
,	O
instead	O
of	O
simply	O
the	O
info	O
for	O
launching	O
the	B-Application
Facebook	I-Application
app	O
fb://	O
.	O
</s>
<s>
eBay://launch	O
?	O
itm	O
=	O
360703170135	O
is	O
the	O
URI	B-Protocol
of	O
a	O
deep	O
link	O
into	O
eBay	O
’s	O
iOS	B-Application
app	O
while	O
eBay://item/view	O
?	O
id	O
=	O
360703170135	O
is	O
the	O
URI	B-Protocol
of	O
a	O
deep	O
link	O
into	O
eBay	O
’s	O
Android	B-Application
app	O
.	O
</s>
<s>
The	O
greatest	O
benefit	O
of	O
mobile	B-Protocol
deep	I-Protocol
linking	I-Protocol
is	O
the	O
ability	O
for	O
marketers	O
and	O
app	O
developers	O
to	O
bring	O
users	O
directly	O
into	O
the	O
specific	O
location	O
within	O
their	O
app	O
with	O
a	O
dedicated	O
link	O
.	O
</s>
<s>
Just	O
as	O
deep	O
links	O
made	O
the	O
web	O
more	O
usable	O
,	O
mobile	O
deep	O
links	O
do	O
the	O
same	O
for	O
mobile	B-Application
apps	I-Application
.	O
</s>
<s>
Unlike	O
deep	O
links	O
on	O
the	O
web	O
,	O
where	O
the	O
link	O
format	O
is	O
standardized	O
based	O
on	O
HTTP	B-Protocol
guidelines	O
,	O
mobile	O
deep	O
links	O
do	O
not	O
follow	O
a	O
consistent	O
format	O
.	O
</s>
<s>
This	O
causes	O
confusion	O
in	O
development	O
because	O
different	O
sets	O
of	O
links	O
are	O
required	O
to	O
access	O
the	O
same	O
app	O
on	O
a	O
different	O
mobile	B-Operating_System
operating	I-Operating_System
system	I-Operating_System
.	O
</s>
<s>
Google	O
allows	O
app	O
developers	O
who	O
have	O
both	O
iOS	B-Application
and	O
Android	B-Application
apps	O
to	O
surface	O
in-app	O
content	O
via	O
mobile	O
Google	O
searches	O
.	O
</s>
<s>
Developers	O
will	O
need	O
to	O
submit	O
their	O
app	O
and	O
deep	O
linking	O
apps	O
on	O
both	O
iOS	B-Application
and	O
Android	B-Application
to	O
be	O
indexed	O
by	O
Google	O
.	O
</s>
<s>
Alternatively	O
,	O
developers	O
can	O
use	O
Google	O
's	O
short	O
links	O
to	O
deep	O
link	O
mobile	B-Application
app	I-Application
users	O
if	O
the	O
app	O
is	O
installed	O
and	O
direct	O
others	O
to	O
the	O
webpage	O
.	O
</s>
<s>
Deferred	B-Protocol
deep	I-Protocol
linking	I-Protocol
is	O
one	O
aspect	O
of	O
mobile	B-Protocol
deep	I-Protocol
linking	I-Protocol
.	O
</s>
<s>
Deferred	B-Protocol
deep	I-Protocol
linking	I-Protocol
allows	O
mobile	O
developers	O
and	O
mobile	O
marketers	O
to	O
deliver	O
a	O
seamlessly	O
and	O
automated	O
user	O
experience	O
,	O
whether	O
the	O
app	O
was	O
previously	O
installed	O
or	O
not	O
,	O
improving	O
conversion	O
rates	O
and	O
user	O
retention	O
.	O
</s>
<s>
While	O
there	O
is	O
currently	O
no	O
industry	O
standard	O
for	O
deferred	B-Protocol
deep	I-Protocol
linking	I-Protocol
,	O
various	O
platform	O
providers	O
offer	O
differing	O
levels	O
of	O
support	O
:	O
</s>
<s>
Apple	B-Application
iOS	I-Application
:	O
No	O
official	O
support	O
.	O
</s>
<s>
Android	B-Application
support	O
on	O
the	O
Google	B-Application
Play	I-Application
store	I-Application
:	O
Google	O
gives	O
app	O
developers	O
the	O
option	O
of	O
passing	O
the	O
original	O
deep	O
link	O
through	O
the	O
Google	B-Application
Play	I-Application
App	O
Store	O
using	O
the	O
Intent	O
:	O
"	O
The	O
deep	O
link	O
should	O
take	O
users	O
directly	O
to	O
the	O
content	O
,	O
without	O
any	O
prompts	O
,	O
interstitial	O
pages	O
,	O
or	O
logins	O
.	O
</s>
<s>
Android	B-Application
support	O
on	O
non-Google	O
app	O
stores	O
:	O
No	O
support	O
.	O
</s>
<s>
This	O
is	O
the	O
majority	O
of	O
Android	B-Application
app	O
installations	O
,	O
since	O
Google	B-Application
Play	I-Application
makes	O
up	O
less	O
than	O
1/4	O
of	O
the	O
volume	O
of	O
Android	B-Application
apps	O
downloaded	O
.	O
</s>
<s>
Installs	O
driven	O
by	O
Facebook	B-Application
ads	O
(	O
iOS	B-Application
and	O
Android	B-Application
)	O
:	O
Developers	O
can	O
bring	O
users	O
to	O
the	O
content	O
inside	O
the	O
installed	O
app	O
with	O
using	O
Facebook	B-Application
's	O
Deep	O
Linking	O
for	O
Mobile	O
Install	O
Ads	O
technology	O
:	O
"	O
When	O
a	O
person	O
taps	O
on	O
a	O
mobile	B-Application
app	I-Application
install	O
ad	O
on	O
Facebook	B-Application
,	O
the	O
developer	O
can	O
choose	O
to	O
send	O
them	O
to	O
a	O
specific	O
place	O
in	O
their	O
app	O
after	O
its	O
downloaded	O
,	O
such	O
as	O
a	O
product	O
page	O
rather	O
than	O
the	O
homepage.	O
"	O
</s>
