Google I/O 2016: Creating a world rooted in experience

Jack Blog

June 13th, 2016 By Jack Morton

We at the Jack Morton New York office gathered round to watch the Google I/O keynote livestream last month. Google I/O is the information giant’s annual developer festival with hands-on learning, technical talks, and a chance to hear more about Google’s latest developer products. The event got us thinking about brand experience and how innovations from Google are creating new possibilities for consumers—and for brands.

1. With Daydream, the VR market extends to Android

First, there was Google Cardboard. Now there’s Daydream, Google’s answer to VR headsets. Why is Daydream so exciting? As brands and their agencies continue to find the right space to bring VR into brand experience, Daydream will greatly expand the already buzzing VR market to Android phones. It also provides a comfortable headset with a remote and hardware. We’ll be watching Daydream closely to see how we can use it to extend brand experiences.

With Daydream, the VR market extends to Android

2. Google Assistant will enhance the mobile experience

The AI personal assistant Google Now was impressive, but Google Assistant is even more so. AI is one to watch, for consumers and for brands. Not only can you ask the bot simple questions, but you can also make plans and purchase tickets to events from supported partners. Think concert tickets, restaurant reservations, and more, all on the go–making it a ripe platform for brands to engage with their mobile-first audiences.

3. Google Home seamlessly connects people with online services

Google Home, the voice-activated home product that helps people manage everyday tasks, reinforces the internet of things by combining the best search engine in the world with entertainment (think Chromecast) and utility-driven products (like Nest). Google Home will leverage Google Assistant’s AI, and offer consumers the ability to customize the hardware in a variety of colors, an option that differentiates the device from Amazon’s Echo and is sure to appeal to the millennial crowd. The product is primed to be a hit with brands and consumers because of its seamless integration with existing Android products, in addition to upcoming third party partners. Unlike Amazon’s Echo, Google Home can easily incorporate other personal information from your existing Google accounts (Calendar, Gmail, Maps) to be even more useful. While the idea of a smart home has been spreading, Google Home is bringing us closer to this hyperconnected and user-centric reality.

Google Home seamlessly connects people with online services

4. Android N reminds us that UGC lives on

We know Google has an open source platform and that Android offers more customization than any other OS. But Google recently courted user-love in an unexpected way: by soliciting names for its new operating system. Google is looking to drive awareness and engage fans by crowdsourcing a name for the next evolution of its famed Android system. This move reminds us that focusing on the user and driving participation is key, even for titans like Google.

Focusing on the user and driving participation is key, even for titans like Google.

5. Fashion-forward wearables are still trying to make their mark (and find their audience)

We heard about Google’s Project Jacquard, which transforms everyday objects into interactive surfaces. However, I/O gave us a much-needed update by showcasing their first clothing item. Meet The Levi’s® Commuter™ Trucker Jacket, a smart-jacket built with conductive yarn to create interactive denim. The jacket is targeted at urban cyclists and aims to deliver on both fashion and function. Users can answer incoming calls, adjust music, and use map capabilities. In the past, wearables and fashion have had a tough time resonating with consumers, but this jacket gives us hope for the future of smart (and fashionable) clothing.

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