I think Google is addressing this with Progressive Web Apps. There's a lot of work yet to be done, but web sites that implement native features such as home scr

I think Google is addressing this with Progressive Web Apps. There's a lot of work yet to be done, but web sites that implement native features such as home screen presence, notifications and (key to making money) integration with Android Pay have a lot of potential. The problem is that it doesn't compare exactly with the iOS model, so everyone assumes it is worse. But completely removing app download friction from the process could be huge.