"We are rapidly approaching a future where a messaging UI becomes the primary way in which we interface with the web of connected services," Yakob writes. "From a consumer perspective, this is amazing. Your experience becomes keenly focused and simplified by not having to jump out of one app and into another to complete your 'Jobs To Be Done,' and it really feels like the internet is magic again…"
This was the initial promise of Siri, but it appears there are significant evolutions to that approach.
Maybe it will be a new app that aggregates the hard work of other apps sitting below it in this service layer. For example, Olo, a food-ordering service, has built up relationships with major chain restaurants around the U.S. (Disclosure: I've served as an advisor to their founder on unrelated issues). Their newest product, Dispatch, lets you get your food in McLean, Va. as easy as you do in the Lower East Side. A user orders, states they want their food for delivery, and Dispatch then bids it out automatically to whatever on-demand services sit in that ever-growing part of the transportation and logistics stack. It is a real-life "hunger game," with Postmates fighting Uber for your business. The user gets something they couldn't get before, in a frictionless way.