There’s an App For That
We all know how it works, and we’ve all done it. In the recent past, we are with our friends, families, or coworkers and one person will note this cool new app they’ve downloaded. They tell you how easy it makes accomplishing whatever task they set out to do, and highly recommend you download it. That is the critical word in all of these conversations we have had in the past: Download. In order to interact with an app, its features and options, we have needed to download it to our respective mobile devices. Google is looking to change this, streamlining the process to alleviate your download woes.
I’ve used this phrase countless times with my Android smartphone. Setting timers, alarms, or settling an inane argument with friends. However, “Okay Google” is destined to become something even more. Google is looking to acquire apps that would be willing to participate in an experimental project where they allow Google to stream their apps through an Okay Google command. This means that instead of finding the best restaurant reservation app on the App store and downloading it to your phone, you will be presented with a multitude of options on how to reserve restaurants; and can then interact with these apps without ever having to download their software.
This idea, although in its fledgling stages, shows potential to change the dichotomy of the apps economy and shift the paradigm of success for app developers. Presenting users with the ability to peruse every app that offers (for example) restaurant reservation systems and use them without navigating to a native app screen promises to challenge developers to distinguish themselves from the competition. If this experiment becomes a reality, app quality will increase and those apps that do not meet standards will fall to the bottom of the “Okay, Google” results page into irrelevancy.
This centralization of information will allow Google to better understand its users’ behaviors and tailor advertisements to these more well-defined personas. As this app integration becomes more widespread, we can expect the ads to follow. Being inundated with paid app advertisements is something we are used to and something that looks to continue as the mobile world advances.
This new experiment is a glimpse into how we might be interacting with our apps (or lack thereof) on our mobile devices. I, for one, welcome the idea of being able to use any app I want at any time without having to download each one. Okay, Google. Let’s see what you’ve got.
Keep this conversation going here.