Mobile software development company Agile Fusion has released a free SDK for Android, iOS, and mobile web application developers. The mURL.cc SDK is positioned as a means of creating "deep links" when sharing in-app content that, when clicked, automatically launches a specified application to display the intended content.
In terms of form and function, if a developer creates a deep link to an application that is not installed on a particular machine or device, then mURL.cc redirects the user to the application's website or a URL hosting a download link.
The firm defines and describes a "deep link" as one that is that is smart enough to determine if an app is already installed, then launch that app within a scenario of "correct context and content" in terms of a user's ID.
According to Agile Fusion, this creates a richer end-user experience which, in turn, helps drive traffic to a developer's app and in-app content.
As a working example, imagine if a user were to click "Accept" in an email an invitation from LinkedIn on a mobile phone. Even if the app is already installed, it doesn't launch the app. Instead, you are directed to the LinkedIn site, where you're required to login and navigate to the appropriate page.
mURL.cc automatically determines if the app is installed once the user clicks "Accept" and launches the app.
NOTE: It is worth nothing that the use of this tool appears to assume that having a dedicated website "app" is a superior experience for the user. LinkedIn and/or any number of dedicated applications designed to serve news feeds, social media services, or perhaps even retail stores (for example) are favored by many; still, the option to keep one's device clear of too many apps and just opt for a simple web log in is arguably still a more attractive and preferred option for many users.