What Happened
Microsoft is rolling out a redesigned Outlook.com with deep integration with a host of add-ins from partner platforms, such as Uber, PayPal, and Boomerang. Some newly announced partners including Evernote, Yelp, IFTTT and Wunderlist will be integrated into the web version of Microsoft’s email client in coming weeks. Through such integrations, Microsoft gets to build out its platform with new functionality, while the partner services get a boost in reaching potential users.
What Brands Should Do
For brands looking to increase audience reach through this kind of platform integration, the Outlook API is available for building your own branded add-ins. Moreover, brands should consider forging partnerships enabled by deep-linking platforms. For example, InMoji can help brands extend reach and build engagement with users of messaging apps via custom-branded, clickable emoji and stickers.
Source: The Next Web