Google and Apple’s Take on Context

Share on facebook
Share on google
Share on twitter
Share on linkedin

If you’ve been following tech giants Google and Apple recently, you’ll notice some similarities in their most recent developer conferences: both of them are making strides towards making their mobile experiences more contextually aware.

At the most recent Google IO conference, the Android team announced it’s latest release, M, which includes Now on tap, a set of features that allow users find relevant information on the fly, even if they are in the middle of another task. For example, if you receive an email from a friend wanting to see the latest Mad Max film (if you haven’t seen it yet, you’re probably missing out on one of the greatest action films in the last 20 years), you can invoke Now on Tap to pull info on the film, get its rating on Rotten Tomatoes and look up the cast on IMDB. This feature totally nails an important problem for most search users – not just querying info but finding relevant info at the right time without having to leave the current application.

In the same building just yesterday at WWDC 2015, Apple unveiled its own set of contextual features via updates to Siri personal assistant, alongside a weird new name for their OS X (yes, I get that El Capitan is inside Yosemite, but it actually reminds me of this dude), as well as an inexplicably long presentation launching Apple Music (with an appearance by Toronto’s own Drake, rambling incoherently, but in a pretty cool vintage Apple jacket).

Siri now anticipates what you want to do based on your location, the time, the current app that’s open or what you’re connected to. Say you are running and you plug your headphones into your iPhone, Siri knows to start playing that awesome workout playlist. Alternately, if you plug it into your car, it will line up your favourite podcast. Again more context, making for a better mobile experience.

We at Flybits are also making mobile experiences more contextual, helping enterprises to do so with a powerful set of tools that allow anyone in the organization, from marketers to developers, to build highly personalized experiences – quickly and easily. And since this post is on the company’s blog, I won’t resist a shameless plug — get in touch with us to find out more!

Enjoy What You're Reading?

Fill out the form below to sign up for our newsletter, where you can stay up to date on all of our resources that will help you contextualize your customer experiences. 

Related Articles

How Banks Can Build Better Data Alliances

Hyper-personalization is changing the face of digital marketing. By unifying proprietary data with third-party and contextual data sources, customer-centric leaders in financial services can create experiences that meet customers’ needs in real time. Banks can push this evolution forward even further by creating alliances with other non-competitive brands and playing the role of “concierge” to tailor meaningful experiences down to the individual consumer.

Read More »
Does Your Bank's AI Partner Have The Right Data Strategy?

Does Your Bank’s AI Partner Have The Right Data Strategy?

It would be a mistake to think that the AI revolution will be this easy. Training a great algorithm — the AI equivalent of building a great app — isn’t enough to create a successful AI initiative at your bank. An algorithm is only as good as the data it’s trained on. And data management and governance in financial services is extremely complex, especially with data privacy laws like GDPR and CCPA now on the books. Adding to the complexity, it’s become increasingly clear that the easiest way for banks to access innovation in AI is to collaborate with fintechs.

Read More »
Navigating-Changing-Customer-Expectations-In-Financial-Services

Navigating Changing Customer Expectations In Financial Services

It’s no secret that Big Tech companies like Apple and Amazon have shifted customer expectations over the past decade. Frictionless digital transactions, next-day shipping, and other streamlined omnichannel experiences have become the norm across multiple industries. Companies that can’t deliver may already find themselves falling behind.

Read More »