Here's What Marketers Need to Know About Google's Mobile Upgrades
Now on Tap has ad potential
The future of marketing on Google devices is Now. The search giant held
its annual developers conference today, providing a look at the future
of its mobile operating system, the next iteration of what is
tentatively called M—the next letter in the alphabet after the current
OS, Lollipop.
At Google I/O, there were plenty of new features for developers and
marketers to consider with an upgrade to Google Now, the hub of user
activity that manages calendars, commutes, reservations and other daily
tasks by integrating with apps.
Google is taking all the user habits it can learn, making suggestions
and offering immediate choices like which restaurants to visit,
reminders and offerings.
"This is the future of how we interact," said Michael Facemire, a
principal analyst at Forrester. "It could come off as a little scary, or
it can come off as very convenient."
In addition to the Google Now update, there were new features enabling
offline use of Maps and YouTube, and there was a new operating system—Brillo, for the Internet of Things—that connects homes, cars and screens.