Sure. So let's say you run Skype. Currently the way skype works is to add somebody, they have to find out their Skype name, tell it to you, you receive it, they

Sure. So let's say you run Skype. Currently the way skype works is to add somebody, they have to find out their Skype name, tell it to you, you receive it, they type it into a search box, pick from a list, then wait for the other person to confirm. That is, shall we say, terrible. Deep app links would let you just send somebody skype://user/jim89 or better yet skype://invites/9384jr83 which provides a massively better on boarding experience. Not only that, but I am working on an app where you don't even have a username, so there's nothing to type in a search box. A URL-based scheme like this one allows you to eliminate an entire field and the whole "create an account" step.