Posts tagged Beyond
Last fall, Google introduced local product listing ads, which it is now calling “local inventory ads”, in the U.S. This week Google officially announced support for local inventory ads in the UK, France, Germany, Japan and Australia. These are product listing ads (PLAs) from nearby…
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On the surface, Apple’s Worldwide Developers Conference last week was all about new developer tools—well, that and some upcoming features in Mac OS X and iOS, its computer and handheld operating systems. Step back, though, and you can see the outlines of something much bigger: a hint of how Apple sees its future beyond smartphones and tablets.
Brace yourself, because it looks momentous. Think of it as Apple’s plan for your new iLifestyle.
Gathering The Clues At WWDC
Some folks already live deep in the Apple ecosystem. But those iPhones, iPads and Macs were just the first step. Apple now looks to be laying a foundation for a much bigger and more pervasive platform that will bridge iOS and Mac OS X, and move outward from there to encompass practically every aspect of its users’ lives.
It all starts with developers. After years of restrictions, Apple offered numerous software changes that will start opening up its tightly controlled operating software in still-limited yet significant ways. It showered iOS developers with 4,000 new APIs (see our API explainer) and new access to long-desired functions. For instance, apps will be able to communicate with each other, reaching outside those limited and isolating “sandboxes”; they’ll also be able to tap the identity-verification functions of the TouchID fingerprint scanner introduced in the iPhone 5S last year.
The changes will make apps more useful and open up possibilities for new app-based innovations. And that process could get a boost from Swift, Apple’s new programming language, which is designed to make building iOS apps fast and easy work.
Meanwhile, Apple also took initial steps toward some entirely new fields—preliminary moves that are easy to discount because Apple didn’t draw that much attention to them.
In a “blink and you’ll miss it” portion of the presentation, Apple offered a (very) brief glimpse of HomeKit, its iPhone-driven foray into smart homes. The company didn’t offer many details at the time, and its developer document on the HomeKit framework is also fairly sketchy. But the idea is to cut through the clutter of scattershot connected-home approaches by providing a common protocol for automated lighting, climate and security systems so that “third-party apps”—i.e., on the iPhone—can direct them.
In a similar way, HealthKit aims to create a central repository for the jumble of data collected by health trackers and fitness apps, one that can be of use to both you and your doctor.
The big notion in both introductions is “unification.” That word is key to Apple’s plans.
What Apple Aims To Fix
There’s tremendous opportunity in smart homes, mostly because no one has managed to make them work well for the average consumer. In that sense, the connected-home industry is essentially broken.
Right now, wiring up your home involves wading through way too many complex decisions. Should you do it yourself or let Comcast manage it for you? You have to sort through standards (Zigbee? Z-wave? Insteon?) and weigh other options (hub or no hub? Wi-Fi or Ethernet? Throw in your lot with a single manufacturer or mix and match products?). Further complicating things is the fact that most of these approaches are incompatible, so heading down one path essentially means you have to start all over if you change your mind.
Apple has a knack for stepping into nascent, chaotic markets and imposing order with a streamlined offering that, often enough, turns into a blockbuster hit. It’s clearly betting it can do exactly that for smart homes. As the company put it in its developer documentation:
Home Kit makes possible a marketplace where the app a user controls their home with doesn’t have to be created by the vendor who made their home automation accessories, and where home automation accessories from multiple vendors can all be integrated into a single coherent whole without those vendors having to coordinate directly with each other.
Likewise, Apple wants to bring together the piecemeal information gathered by health and fitness apps and make sense of it all. There’s a lot of data from step trackers, heart rate monitors, smart clothes and such, and not all of it lines up.
See also: Why The Quantified Self Needs A Monopoly
In Apple’s vision, the iPhone will match up the metrics and fill in gaps where it can. Actually deriving meaning from all that data in ways that are useful to healthcare providers is a trickier proposition. So the company partnered with the Mayo Clinic and other healthcare centers for their expertise.
It’s not a stretch to think Apple will pull together its health and smart home initiatives. You can easily imagine HealthKit collecting data from connected health gadgets around the home, like digital scales and blood pressure monitors. That makes it a short hop from automating our lights to managing our health and wellness.
Take things just a step further, and Apple’s systems could learn our behaviors and anticipate what we need before we know it ourselves. Lights might change to a soothing color when the system knows I’m tense. My devices could power off automatically because bedtime is near. Diet notifications might land on my wrist as soon as I open the fridge between meals.
Now extrapolate just a bit farther—after all, Apple probably has. A few months ago, it got behind the wheel with CarPlay, its first attempt at pushing iOS into the automobile dashboard. A few months from now, CEO Tim Cook is expected to introduce a new wearable device. So instead of relying on other companies’ electronics, there may soon be a sweep of Apple products all plugging seamlessly into the iLifestyle.
What Apple Gets In Return: The New iLifestyle
Supposing Apple does unify the car, the wrist, the pocket and your desk to manage your home and your health, there’s no way around the fact that it’s going to know a lot about you. An awful lot. And if that’s Apple’s end game, there’s no doubt it will set privacy advocates on edge.
That’s where TouchID—currently, the iPhone’s somewhat gimmicky fingerprint scanner—might alleviate some privacy fears. So far, most talk about this biometric authentication has focused on whether it could be used for mobile security or payments. (PayPal is reportedly exploring that very notion.)
But TouchID could also easily emerge as the guardian of your digital lifestyle by requiring biometric proof of your identity before unlocking your health data or home controls—even your car. (That might be an especially compelling proposition should Apple mount the scanner on an iWatch.) The likely consumer message: You can trust the system because your literal hearts and homes are safeguarded by your own fingerprint.
None of this will happen overnight, of course. But Apple has laid down a serious iLifestyle foundation. Now all it has to do is deliver on it—and convince people that an Apple-branded way of life is what they wanted all along.
Images courtesy of Flickr users Jon Rawlinson (Apple store logo), Mackenzie Kosut (Apple home with view), Fauzan Alfi (Apple gadgets), Philipp Zumtobel (iWatch concept), Blake Patterson (Tim Cook in motion). Carplay image courtesy of Apple.
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You’re going to have to use every bit of your community management savvy to crank up your Google+ following to 1,000 and beyond. If you don’t yet have 1,000 followers on Google+, here’s how to go back to basics and grow that fan base.
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“Suppose Microsoft disappeared.”
It’s quite a hypothetical, given the software giant’s piles of cash and 130,000 employees. Yet Satya Nadella lobbed it in one of his highest-profile appearances as Microsoft’s new CEO, an on-stage interview Tuesday evening at the Code Conference with veteran tech journalists Walt Mossberg and Kara Swisher.
“What is that sensibility that gets lost?” Nadella asked. “What is it that’s not going to be expressed?”
Asking what the world would be like without Microsoft is Nadella’s way of forcing his colleagues to define what Microsoft stands for—and to erase the stench of failure from the company’s name.
Mossberg and Swisher pressed Nadella to explain why the company had missed the massive shift to mobile computing.
“We all walk into the future with our backs to it,” said Microsoft’s poet-CEO.
Instead of dwelling on Microsoft’s mistakes, Nadella said that it was the “hunt for … that inflection point that matters more,” and said we were entering a “post-post-PC era.”
In other words, Microsoft would do better trying to discover what comes after smartphones than trying to play catch-up in that market.
He suggested that tablet computing had untapped potential—an argument which dovetails nicely with the company’s recent launch of the Surface Pro 3.
What Microsoft was good at, Nadella said, was “building platforms, and building software for productivity.” Tellingly, he didn’t say “Windows,” and he didn’t say “Office”—Microsoft’s multibillion-dollar franchises which have defined its past two decades.
Tying Microsoft’s products together and forcing groups to work in lockstep was a thing of the past. The “One Microsoft” strategy is about having a coherent offering for consumers and developers, not tying all of its products together in ways that don’t make sense. That’s why Microsoft rolled out Office for Apple’s iPad before it had a touch-interface version ready for its own Surface tablet.
“That’s no longer going to be a tactic,” Nadella said.
Translating The Future
Nadella gave a concrete glimmer of his new vision for Microsoft with the unveiling of Skype Translator, a tool for real-time translation of voice conversations. A live English-to-German demonstration ran smoothly, though Steffi Czerny, the managing director of DLD Media, panned the quality of the translation.
Still, it was a showy act of technical prowess, combining the popular Skype chat tool with the years of research and development behind Microsoft Translator, and plenty of cloud-computing resources to make it all run.
And there was a bit of a hasty quality to it that itself spoke to Microsoft’s changing ways.
Asked whether Skype Translator, which Microsoft said would be out later this year, would be free or paid, Nadella punted. “I don’t know,” he said. “I’ll figure it out.”
Nadella’s Microsoft doesn’t have all the answers, nor does it pretend to. Instead, it’s asking the right questions.
Photo by Owen Thomas for ReadWrite
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Why You Need to Think Beyond Google When It Comes to SEO
When thinking about search engine optimization (SEO), sometimes individuals focus too much time on optimizing for Google. Major search engines simply aren't your only source for getting discovered online and driving traffic to your site. Hello …
To SEO or not to SEO, that is the question
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When it comes to conversion rate optimization (CRO) for B2B sites, A/B testing is a great place to start — but it’s only one tactic in what should be a site-wide strategy. B2C and e-commerce sites are largely focus on improving their product pages to boost transactions. However, as I…
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The Internet was born decades ago in computer science laboratories and only produced a trickle of information compared to what we see now. It has grown to the point where it flows with the pulse of our world. Users who limit queries to engines that search only webpages risk missing the most current waves of information as they flow out. Part of the challenge is recognizing the fragmented nature of information online. While Twitter, Instagramc and CNN serve different purposes, all form voices in the online conversation. When searching for particular information, it’s smart to hear all voices. A variety […]
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