This transcript has been automatically generated and may not be 100% accurate.

... will commit Digits I'm Steve Ursillo cool is deploying so-called de links inside apps as a way to protect its fifty billion dollars a year search empire from consumers shift to mobile ... it has won over with a PDA and others but faces a long slog convincing app developers one by one to participate ... Rolfe Winkler joins us now from sentences go to explain what that the link is Roth thanks so much for being here ... ac is a good good good so what is that the plank ... well first we should back up in explaining ... strategically what's happening for who will now this is a company search engine that ... built on the web right ... we use spiders to crawl the web to find links created Index ... uninjured relevancy to send you where you want to go when you put in keywords ... now ... EonMobil in the mobile world we're all using our phones ... that's not how we work we are using a mobile web so much we are inside apps ... rate and apps however silos you can just send spiders out to crawl all the various apps that are out there ... to create the kind of index the cool has always had for the wet ... okay so it ... makes sense it's different beneficial desktop Web the mobile web is a lot different so now ... he's being the links explain that what what is this mean for Google ... silica was doing is it's working with app developers themselves doing something called out indexing where the app developer sign up with the will to allow Who Will scrawl is to crawl there out ... great and they create something called deep links ... it's similar to the idea of a web link it would appear in a search results but instead of directing you to ... the web itself ... he would actually send you from the search result directly into an app ... that is installed on your phone ... that's interesting ok so ... I know when you say that it swung over with a PDA based a few search something in you get with Petey result they will just take you to Wikipedia app or a web page ... exit well you can do a number of things so today on an injury phone if you search for sake heard the movie ... to get a whole bunch of good results including forward with some from with the PDF some from the internet movie database IMDB ... both of those results will show up in a global search but you have an option you can either go to the web version of that results ... for you can go inside the app is the app is installed ... on your phone now the reason this is interesting is because of course apps or two for your bites ... rate their tune for the small screen ... he may have other functionality ... for instance ... OpenTable ... no was ... based on your location your phone can identify the year in sentences go where I am and can give the nearby restaurant recommendations or maybe more efficient ... if you're doing a search ... to get directed into the app itself ... as opposed to ... the mobile web that's one of the reasons this is so important ... ok and so for Google in general ... the thought that it was a pergola how important really is this for that ... well we think about it they have a fifty billion dollars some about fifty billion dollar after potties in business ... yields on links on the way of ... life on our phones we spend over eighty percent of our time ... he naps ... so that when you think about it could be a substantial threat to a very lucrative advertising business known today ... with the police in app indexing is still new they're not making money from this ... but I was talking to a source who works at ... Ayad ... The scream all advertising for new RX ... he says AdWords for deep links ... will be huge ... well fascinating stuff role of Sir where coupled with a cutting its share of this thank so much for joining us ... reduce heat ... and I'm Steber slow thanks so much for watching digits