No overarching rules or scenarios exist to dictate when or if a particular app should pursue a bundle-up or bundle-down strategy. The decision often comes down to the age and framework of a company, business needs and pressures, or the overall user experience.

"Many of these apps have a strong social context and adding features that can benefit from this context can enhance the value proposition for their users," says Tejas Mehta, a research analyst with Parks Associates "It also gives them a competitive advantage as the users of these apps can avoid downloading multiple apps for different features."

Mehta says too many unrelated features in an app can create clutter and degrade the user experience, which in turn could affect the success of the software or service. Unbundling often results in a cleaner user interface for developers, who can then release updates and experiment without affecting key features, according to Mehta.

From the article "Social, messaging apps struggle with decision to 'bundle' or 'unbundle'" by Matt Kapko.

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