How It Works
Google has compiled all things all people want to know all the time (weather, traffic, schedules, birthdays, etc.) and put them into one application. They've also included a few you probably didn't think of, but will undoubtedly make your life easier such as flights, hotel and restaurant reservations, status of package delivery and even measurements of your physical activity.
Consider it your personal dashboard for all things necessary. Through customization it's possible this app could end up making people more dependent on their smartphones than ever before.What It Means
Faster, easier and with more integration – those are the trends of mobile marketing. Google Now marks the end of waiting for the consumer to come to marketers, and the beginning of the marketer being aligned with the consumer in a continual wavelength. Once intregrated with someone's life, Google will know everything from how fit they are to what they shipped their cousin last Christmas. This will result in a new level of niche advertising that all competitors in mobile will need to aspire to. Let the race for adoption begin.
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