The mobile marketplace recently reached an important milestone: new technologies now allow for full-fledged applications to exist outside of traditional app stores. Whether accessed through VR portals, triggered in real-life through AR, embedded in messengers and super-apps, or launched directly in mobile browsers, users are now able to completely bypass traditional app discovery, download and setup processes -- providing instant access to a new world of content. Join pioneers leading the charge with this session led by venture capitalist Ernestine Fu and entrepreneur Jia Shen. Discover new methods of content distribution poised to radically change how we interact with one another.