So one of the examples they use is really powerful: buying movie or concert tickets. I'm in an app like IMDb or Facebook or whatever and I see a movie trailer.

So one of the examples they use is really powerful: buying movie or concert tickets. I'm in an app like IMDb or Facebook or whatever and I see a movie trailer. I'd love to be able to buy tickets immediately. Right now, unless the app developer specifically hard-linked to a ticketing app, I have to manually open that app, search for the ticket, then return to where I was before. With an app link, I can simply open that movie page inside MovieTicket.com or Fandango or whatever, and buy my tickets (using whatever logins are already associated with that app and account) and then pop back to where I was before. Same thing if I have a special type of audio or video file in a text document. Rather than having a link to that file open in a web browser that then tries to open up inside an app, it can open up inside the native app, and then pop back to my document after it is done playing. It's not that different from the "open in" option in iOS or intents in Android -- except you can also have that sort of stuff apply to web markup. So a link to a content type accessed on the mobile web will still execute in-app, rather than in a mobile web view, which might not be as full-featured as the content owner wants.