One year since the launch of Android's virtual helper Google Now, Apple has failed to hit back with anything remotely as intuitive. Although it's the most robust smartphone assistant to date, Google Now has been sort of a quiet success.
On a recent trip to escape the cold weather, Google Now became a trusted sidekick. It knew I had been researching activities at my destination and provided me with unsolicited information on the topic. At the airport, Now gave me a nice surprise by displaying my digital boarding pass. A person on my flight asked me what the point was, and I didn't really know the answer until my gate changed, and Google Now updated the boarding pass automatically.
This may seem kind of magical to some, but it's really not. Think about how intimately our smartphones know us: our search history, what we read, who we talk to, where we go. Yet most remain indifferent to this knowledge. Google Now changes that. The subtle reminders from Google Now come in the form of "cards" that take on different themes, like the weather and your daily commute to work. Right now there are only a few dozen of these so-called cards. But as Google continues to develop this feature and when it opens up cards to third-party developers, you really will start to see Google Now take off.
The search giant has shown that it understands the future isn't just about providing the next beautiful-looking device; it's about deeper integration with the user and lessening friction points of daily tasks.
For instance, I shouldn't have to open an app to search for movie times, nor should I have to navigate to my e-ticket. My phone already has all the data about when I'm going to need that ticket. Google Now acts on that information. Of course, the tradeoff here is privacy. We need to continue keeping Google accountable on that front. And although Google Now wasn't always perfect, the hiccups are tolerable because the more you use it, the smarter it gets. That's more than I can say for any other virtual assistant, Apple's much-beloved Siri included. Though it's probably more correlation than cause, each company's stock value seems to have responded in kind.
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