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Is this Google Now?

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Little did we know that when Google debuted Android 4.1 (more commonly known as ‘Jelly Bean’) in the middle of 2012, we’d be witness to what has the potential to revolutionise how humans interact with technology.

The world is going mobile. And has been for some time (if the analysts are to be believed, we’re currently in the 6th ‘Year of Mobile’). While providers fight for market share and users grapple with the latest mobile innovations, Google is up to something in Mountain View, California - something with serious implications for how the mobile planet searches and discovers content. On a bigger level, Google’s latest mobile product has the potential to revolutionise how we interact with technology...

Google Now gets you just the right information at just the right time.

It tells you today’s weather before you start your day, how much traffic to expect before you leave for work, when the next train will arrive as you’re standing on the platform, or your favorite team's score while they’re playing. And the best part? All of this happens automatically. Cards appear throughout the day at the moment you need them

Google Now integrates into users’ Google accounts (and therefore Gmail accounts, Google Calendar profiles etc), work and home locations and data like favourite sports teams and acts as the first useful digital assistant.

Personalised search from one of the best search providers on the internet. (It’s worth noting that Apple’s Siri is a similar product but, as it’s still in Beta phase, we’re not convinced it offers as useful an experience as Google Now – which, at this stage feels more stable and more ready for everyday use).

What Google Now means to consumers

Privacy: those with privacy concerns may be advised to steer clear of Google Now. For the software to fully optimised, it needs access to consumer’s emails, calendar, locations and more.

Optimisation: as mobile search becomes more relevant, businesses will have to optimise their web presences for mobile devices. This will lead to an improved user experience as more websites become optimised

Competition: as providers and OEMs fight for market share, we’ll see more competition in devices and software. This competition can only be a good

What Google Now means to marketers

SEO: as well as integrating with users’ data, Google Now also acts as a portal to the web. Through this software, users can search the web for localised and relevant information via voice or traditional input.

Google+: Google Now pulls huge amounts of data from Google+ Pages, making a solid G+ strategy more important than ever before. 

Dan Beasley is Head of Mobile at Jam.

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