How about a brand new browser app loaded with features not seen before? Well, this thought has been put into shape by a startup called Cake which is here with its ambitious plan to take on honchos like Chrome and Safari to build a better browser for mobile devices. The company recently announced that that it has raised $5 million for those efforts from Peak Ventures, Pelion Ventures, and Kickstart Seed Fund.

To look back, Cake was founded in late 2016 in Provo, Utah by Jase Bosarge, who had originally developed technologies and a resulting patent portfolio that was later licensed to Google for Gmail.

So, basically, the prime idea behind the building of this browser was to reconsider the fact that how consumers would want to search the web for mobile devices. This basically refers to serving up a standard set of links to click on something that no longer makes sense, that is.

To this, Hulet explained that “Browsers today are still very similar today to what they were 15 years ago. They weren’t re-imagined for mobile – they’re basically desktop experiences crammed onto a mobile phone”. With this, the company also claimed that for returning a list of links it takes 87 percent longer to get to the first organic listing on their phone than on their desktop.

How does this work?

Even if almost all the major mobile browsers differ from each other, they seem to be quite similar regarding the way they are being used. First, a default search engine needs to be set, after which the keywords need to be entered, and the user scrolls through the results until stops at what he/she is searching for.

But for this Cake browser, instead of returning a link list, the browser just provides the best result, and then allow the user to swipe horizontally through other related pages. This, in turn, makes moving through search results quicker, and can even help expose certain results users might not have otherwise clicked.

Cake 1
Image Credit: VentureBeat

Here, users would be able to search for whatever they want to as they normally would, and then the users would be able to see a bunch of tabs along the top for each website in question.

Cake 2
 Image Credit: VentureBeat

An option is provided to view All Results when you swipe to the left of the first tab, which showcases the search results in a traditional scrollable format. However, Cake is much more than that, where rather than clicking in and out of each result, users just swipe to the left to read the results already loaded on their own pages.

Cake 3
 Image Credit: VentureBeat

However, the browser doesn’t yet generate revenue, but the company has ideas about how it could insert a search result that’s really an ad in the middle of its returned pages to swipe through. For instance, if a user is shopping for a particular item, like a black cocktail dress – a retailer could advertise their product’s landing page in your shopping search results alongside the organic results.

Here, Hulet added that “We have an opportunity to really reimagine the way advertising works on mobile search. We’re focused on making the best experience for a mobile browser, inclusive of advertising”.

However, apart from this, Cake also injects a number of other search-focused smarts into the mix. Users can search across categories and services at the same time. This refers to the fact that users might as well search for images, news, shopping, or videos from specific domains. For example, if users would want to search for “men’s slippers” from shopping results, Cake would display the results from Google, Amazon, Walmart, Nextag, eBay, and more. Similarly, if on the hunt for funny cat videos, users just need to swipe between results on YouTube, Vimeo, Google, Yandex, and others. With this, users would also choose and reorder the destination websites so that they would perceive results from their favorite sites first.

Cake 4
Image Credit: VentureBeat

However, no matter how much user-friendly this app is, a few shortcomings couldn’t be avoided. For instance, whenever a user taps on any of the rounded search vertical icons at the bottom of the screen after having performed one search query, the app assumes that he/she want to now search in that new vertical for the original search term, instead of letting to enter a new query. Then, users would have to reposition the cursor with a tap, then delete the existing text and type in a new query. Or, in that case, launch a new tab entirely.

Also, the browser lacks a voice search button, which is where mobile search and assistance is headed.

Lastly, the company added that if web search doesn’t work out, the company says it’s open to licensing its technology to other applications. To this, Hulet also added that “We believe the technology we’re in the process of patenting could have multiple applications. We believe a web browser’s a great application. We’d love to explore any conversation”.

So, to cut short, it makes more sense for Cake’s IP than trying to reinvent mobile search with a new browser. There are plenty of other applications where the search is antiquated, by using a bit of innovative polish.