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Much of the discussion around Google Assistant is about Google Home. But the wizard is much more widely distributed on smartphones.
Richer user interface on smartphones and screens
Wednesday, Google announces a redesign of the wizard that makes the experience on smartphones, especially Android, more user-friendly and visually interactive:
The new design combines the best of text and conversations on your phone, giving you the right information just when you need it. Just ask your Google assistant something on your phone. You can then interact with images, sliders and buttons to get the help you need in a fraction of the time.
Transactional Opportunities
This also paves the way for more transactional and trading interactions. Changes to the new design include:
- Larger images and visual tools
- Controls and sliders (for example, smart home controls for lighting or speaker volume)
- Interactive messaging user interface for touch editing
Many of these changes will be useful to consumers, but the most important changes for distributors and brands are likely to be more important.
Use cases of subscriptions and digital goods
Google Assistant now supports digital product sales and premium subscriptions. Actions for Google Assistant previously allowed brands and retailers to sell physical assets. The company now allows you to sell premium content or services from a Google Assistant interaction:
As of today, users can perform these conversational transactions with your action via speakers, phones and smart screens. This will be taken care of in the United States to start with other local to come.
Google provides examples of the game world (for example, level upgrades). He also cites the Headspace Meditation app, which will allow an immediate upgrade of paid experiences. And these subscriptions or digital products can be purchased on one device and consumed by another (purchase on smartphone, use via Google Home, for example).
Support for Google Sign-In
In order to make this cross-platform experience possible and simpler, the company also announced the connection to Google for the wizard. Google indicates that Starbucks uses a single sign-in and found that "the number of sign-in conversions by its users has almost doubled for their users compared to their previous implementation that required manual account entry."
Although Amazon continues to hold a dominant share of the smart speaker market, Google recently beat Echo in terms of device shipments, according to third-party reports. This is also a benefit in the massive installed base of Android users; Amazon does not have a smartphone user base, although it does have Alexa apps for iOS and Android.
Why is it important
Google has implemented a multi-platform wizard strategy (smart speaker, smart display, smartphone), and these changes reinforce this approach. They also provide new monetization features useful for developers, publishers, and brands.
About the author
Greg Sterling is a collaborative editor at Search Engine Land. He writes a personal blog, Screenwerk, about the connection between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow on Twitter or find it on Google+.
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