Is it possible to initiate a fully automated app installation (after a user clicked a "Install app" button)? Or do I simply have to open the respective Google Play page in the browser, and the user has to handle installation from Google Play as usual?
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No. It is impossible to install apps from the API without user intervention. There are a number of reasons for this, you could perform privilege escalation, to mention one. Instead, you just have to redirect the user to the Google Play app.

Kristopher Micinski
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OK, makes sense. Thought there might be an mechanism, which asks the user inside the app about privileges etc... – mrd May 20 '12 at 20:06