Since the explosion of the app ecosystem, the common view has been that apps and the web are somehow in contention with one another. Much attention has been payed to metrics such as whether mobile devices or websites get more attention and which devices have the most market share. What's more relevant for understanding the future of apps the web, however, is focusing on the URL. It's been around since 1994, but changed a lot in 20 years to accommodate website-supported functions, app-supported functions, and all technology-supported functions. Taking this evolution into account, we can begin to understand the growing web of apps and form quicker ways to navigate through it similar to how we navigate the web. In this panel, Liron Shapira, CTO and Co-Founder of Quixey, “The Search Engine for Apps,” will be joined by Peter Hoddie, Vice President of the Kinoma® Platform at Marvell, and Kevin Marks, Vice President of Open Cloud Standards at Salesforce.com to discuss the rise of the web of apps, and how deep-linking can bring us closer to a unified functional web.