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Cake browser, the startup that wants to change mobile search

A startup called Cake Browser has an ambitious plan to overcome browsers like Chrome and Safari in creating a better browser optimized for mobile devices. The company has announced that it has raised $ 5 million from Peak Ventures, Pelion Ventures and Kickstart Seed Fund.

A startup called Cake Browser has an ambitious plan to overcome browsers like Chrome and Safari in creating a better browser optimized for mobile devices. The company announced that it has raised $ 5 million from Peak Ventures, Pelion Ventures and Kickstart Seed Funds. +

Cake Browser designed for mobile

Cake was founded at the end of 2016 in Provo, Utah by Jase Bosarge, who had originally developed technologies and a subsequent patent portfolio, later licensed to Google for Gmail. Last July, the company took over, as CEO, Ancestry.com's product manager for 14 years, Kendall Hulet.

Cake Browser intends to revolutionize mobile browsers

The idea behind the browser to rethink the way consumers intend to search the web from mobile devices, based on the premise, among others, that a standard set of links to click something that no longer makes sense.

"Today's browsers are still very similar to those of 15 years ago," explains Hulet, "they have not been reimagined for mobile devices: they are basically desktop experiences crammed onto a mobile phone."

User experience with CakeBrowser

In Cake, the idea is largely to eliminate the index page in favor of a set of search results that can be scrolled in various formats, such as web search, image search, video, news and shopping.

Cake Browser: only the best result

Instead of presenting a list of links, the browser loads only the best result and then lets you scroll horizontally through other related pages. This makes it faster to move between search results and can even help you discover results that you wouldn't have otherwise selected. In the case of searching for a particular news item, it could mean that you will find yourself scrolling through stories of news sources that you might otherwise have missed – such as CNN or Fox News, depending on how you orient yourself.

You can choose which search engine provides you with the news – Google, Yahoo or Bing – but you cannot customize the sources to build an information bubble in which you are only exposed to those sites whose content corresponds to your belief system.

In other formats, the customization options are different.

For example, in image search, you can enable or disable sources such as Imgur, Flickr, Picsearch and others, as well as search engines. In the video, you can enable or disable the results of YouTube or Vimeo or Google, Bing, Yahoo or Yandex.

cake browser mobile

The Cake Browser business model

The browser still does not generate revenue, but the company has ideas on how it could insert an insertion that really is a search result just through the results to be scrolled. For example, if you were buying a particular item, like a black cocktail dress, a retailer could advertise the product landing page in the shopping search results along with the organic results.

"We have the opportunity to reinterpret the way advertising works on mobile search," says Hulet. "We are focused on delivering the best user experience for a mobile browser, including advertising."

Advertisements are not yet present in Cake at the moment.

How Cake Browser works

Although certainly a different kind of experience – more like a social consumer app with its youthful, brightly colored card-style design – doesn't always work exactly as advertised, but this could also be because of tests and refinements yet in progress. Furthermore, some small things are more cumbersome in the use of what they should be, at least at the moment.

When you tap any of the rounded search icons at the bottom of the screen, after executing a search query, the app assumes that you want to search the new search term already used in that new format instead of letting you insert a new one query. You have to reposition the cursor with a touch, then delete the existing text and type in the new query, or start a new tab. Also, after doing it (before typing your query), if you realize that you intended to search for the image format and not, for example, proceeding with the web search, touching the buttons below to switch from one to the other does not work; that is, you must enter the keywords before you can choose the button for the desired search format. This is not a big problem, but strange to notice buttons that suddenly do nothing.

No voice search on cale Browser

It should also be noted that the browser does not have a voice search button, which is an aspect towards which everyone on the mobile is moving. Many of these are minor details of a beta version that could be improved over time, but, for the moment, they certainly impact the overall experience.

That being said, it is rare to see someone trying to innovate mobile browsers, so it is worthwhile to follow Cake's efforts to see if he intends to make further improvements. The company also claims that it is open to licensing its technology to other applications. Cake now available for iOS and Android.