“In a lot of instances, intent is often generated in one app, but that intent or demand that’s been manifested is typically satisfied in another app,” Jaconi said. “What Button is enabling is breaking down the barriers between, ‘Hey, I’ve got this user who’s expressed this intent, now how do I satisfy it?’”
Premium dining reservation app Resy is Button’s referral partner.
Once a customer books a table through Resy, Button’s platform asks if they’ll need a ride to dinner. If the answer is yes, and they’re a non-Uber user, there will be a “Get An Uber” install card right within the confirmation page. It also includes such prompts as “Change Your Reservation,” “Add To Calendar” and “Cancel Reservation” to keep differing app functionalities tailored to a single app experience.
If that customer is already an Uber user, Resy will follow up with a push notification to automatically send a car based on their current location along with a reminder in advance of their upcoming reservation.
Additionally, Button wants to improve metrics for app retention, usage and time spent on related applications. When a partner app generates a sale (such as an Uber ride), a 15-20% commission is typically paid to Button, which it splits with the traffic referral source.
“Apps, messaging services, the social platforms – they’re connected 24/7,” said Jaconi. “This is the new Internet. Your ability to fold in context, content and infer intent [with as few] taps as possible can result in something really magical if you can crack it."