  With the recent growth of conversational systems and intelligent assistants
such as Apple Siri and Google Assistant, mobile devices are becoming even more
pervasive in our lives. As a consequence, users are getting engaged with the
mobile apps and frequently search for an information need in their apps.
However, users cannot search within their apps through their intelligent
assistants. This requires a unified mobile search framework that identifies the
target app(s) for the user's query, submits the query to the app(s), and
presents the results to the user. In this paper, we take the first step forward
towards developing unified mobile search. In more detail, we introduce and
study the task of target apps selection, which has various potential real-world
applications. To this aim, we analyze attributes of search queries as well as
user behaviors, while searching with different mobile apps. The analyses are
done based on thousands of queries that we collected through crowdsourcing. We
finally study the performance of state-of-the-art retrieval models for this
task and propose two simple yet effective neural models that significantly
outperform the baselines. Our neural approaches are based on learning
high-dimensional representations for mobile apps. Our analyses and experiments
suggest specific future directions in this research area.
