Overview of the most recent Google Launch Event and the implications the new hardware will have on marketers.

1. October 4, 2017
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Google Launch Event

2. Introduction
Google announced a slew of new products this week. Back in June, we had
exclusive access to these products, and we’re excited to finally be able to
talk about them.
Once again, Google reinforced their approach of going from Mobile to AI
first with a focus on democratizing machine learning capabilities through
their AutoML platform. Allowing developers all around the world to access
ML algorithms with some of the highest accuracy rates in the industry. In
turn, Google hopes this will lead to more and more experiences that can be
accessed through their hardware and software.
Conversely, Google Assistant was the star of the show today, as Google
focuses on releasing products to bring its software into more facets of our
lives. AI and ML will continuously work to personalize these experiences,
eventually leading to a world where our devices operate in the background,
only to be summoned when we actually need them.
In this review, we’ll take a deeper dive into the Pixel 2, Home devices, Pixel
Buds, and Google Clips – analyzing how this new hardware will accelerate
consumer experiences and the implications it will have on marketers.
Tom Edwards – Chief Digital Officer,Agency
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3. Pixel 2
The Pixel 2 was the big expected announcement today as well as the star of the show. Every
great new phone comes with a large screen, incredible camera, and processing speeds that
were unthinkable just a few years ago. These are table stakes. The differentiator is going to
be the software and the role that Google’s assistant will play in your lives. Device based
Machine Learning makes this possible by allowing for serverless data interaction and a more
secure user experience
Simply squeeze the sides of the Pixel 2 to invoke the Assistant, and jump into launching
apps, asking questions, making plans, and much more. As always, you are able to carry out
actions with the Assistant through voice or text input. Later this year, Google plans to roll
out Lens, its image recognition software that was teased earlier this year. Once the Pixel
phones receive this update, Assistant will play an even greater roll, taking visual information
into account to informitsdecision making.
Googles answer to Apples AR Kit, was AR Core, and the Pixel is one of the first phones to
be able to showcase its full capabilities and we were shown a few examples of that today
including exclusive ARstickers forthe Pixel.
Implications
The Pixel 2 brings more advanced hardware into the hands of consumers. Using this device,
consumers will have a greater personalized experience, new way to visually search
information, and an improved AR experience. The device and it’s underlying software will
continuously ingest contextual intelligence, personalizing your experience the more you use
it. As a brand marketer, this further reinforces the need to create experiences that tailor to
these new interaction models.
Voice based capabilities become increasingly more important as the focus shifts more and
more onto Google’s Assistant. Additionally, the ability to enhance user creation by offering
AR tools will become a key interaction point. Branded or contextually relevant Stickers will
offer similar benefits to lenses and filters and brands should look to take advantage of AR
Core’s capabilities.
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4. Google Home Mini & Max
Google knew that it had to have an answer to Amazon’s massive success with the Echo Dot.
Today, we’re introduced to the Google Home Mini, a small circular device with a modern
mesh covering that comes in a few different colors. At a price point of just $49, Google
hopes to get the device, andits corresponding Assistant, intoas many homes as possible.
We were also introduced to the Google Home Max, a Sonos type speaker with Google
Assistant built in. The differentiator in the Max is that it’s truly a smart speaker in the sense
that it will tune itself based on its contextual surroundings. It will respond to any
obstructions, play softer in the morning or crank the volume if it senses the washing machine
running.
Additionally, Google announced a few software upgrades that will roll out to its family of
Home devices. The most notable one being Voice Match, which is discussed further on the
next slide. We’re also given hands free calling from mobile devices and a feature called
Broadcast, whichturns all yourHome devicesintosomewhatof an intercomsystem.
Implications
Google is serious about getting its Assistant into your home. Based on initial reactions to
these releases, it looks like they may be able to take a piece out of Amazon’s market share,
making it even more important to think about how your brand can offer Assistant based
experiences, called Actions.
While Alexa requires an invocation term to launch a Skill, Google Actions can be invoked
just by asking a related question or query. Additionally, they’re very well integrated into the
visual Chabot aspect of the Assistant. As a marketer, now is the time to take voice based
experiences seriously, to get ahead of the competition and reap first mover advantages. A
year fromnow, Assistant Actionsand AlexaSkills will be as commonplace as the mobile app.
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5. Personalized Voice Experience
Googles introduction of Voice Match is a major enabling factor towards a pervasive
digital assistant. The technology allows the Google Assistant to recognize individual
voices, leading to multi-user support functionality. What this means is that based on
contextual commands, Assistant will be able to provide personalized answers based on
who is asking the question.
It does so by analyzing vocal constructs, pitch, and tone to match an individual voice
back to a Google account. By doing so, Google is able to include a personalized
mobile phone dialer allowing users to make calls from their number, utilizing their
individualcontact list.
What this really allows is the ability to have multiple users tapping into a truly
personalized digital assistant. If dad asks ‘how long is it going to take me to get to
work this morning?’ the Assistant will analyze the traffic routes to Dad’s work, and not
his wife or kids. All of that information will be pulled and tracked through individual
Google accounts, allowing the Assistant to move from one device to another –
keeping track of daily schedules,preferences, andmore.
Implications
The ability to have multiple users on one device will be a major selling point for
Google in its race against Amazon. It will also proliferate the idea of personalized daily
schedules which are facilitated by thispervasive assistant.
As a brand marketer, you must be asking yourself the question of how you can
integrate yourself into those schedules. You need to be able to provide services and
experiences that can be accessed from these assistants. Building relevant Google
Actions is going to become more and more important as the Assistant integrates itself
deeper into ourdaily lives.
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6. Pixel Buds
The Pixel Buds are Googles answer to Apples Air Pods, with a little more punch packed
in. They offer instant pairing, a rechargeable carrying case, and use touch controls on the
ear pods.
However, the integration with Google Assistant is what differentiates these headphones.
Simply holding your finger on the right earbud will invoke the assistant, but unlike Siri, you
won’t have to wait for any beep or confirmation. Once finished, lift your finger and the
Assistant will begin its response. This interaction model seems to make for a more
conversational type of experience.
The coolest part of today’s demo revolved around the Google Translate feature that
these headphones enable. Paired with a Pixel 2, your Earbuds will be able to facilitate a
conversation with someone of a different language. Tell the Assistant which language
you’d like to converse in, speak normally, and your phone will play a response in that
native language. Once your partner responds, your Pixel Buds will play perfect English
back to you. The demo seemed to work really well during the event.
Implications
AirPods and now Pixel Buds have indicated an industry wide shift towards integrating
virtual assistant access directly into headphones. We’re moving towards a world of
ambient computing, in which our computers will exist in the background and only be
invoked when they are truly needed.
These headphones are a step in that direction and will also increase the rate at which
proxies act on our behalf. It’s important for marketers to start thinking about how to
market to these assistants, as they will increasingly be doing more and more bidding for
us, whether we’re aware of it happening or not.
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7. Google Clips
Clips was one of the surprise products that we were given today. Essentially, it’s a small
camera that can be placed or attached almost anywhere and relies on machine learning to
analyze and take 3 second clipsof its surroundings.
The algorithm, called Moment IQ, learns the faces, individuals, and pets that are important
to you, based on the amount of time you’re with them. Additionally, it will recognize good
lighting and framing conditions for those instances. Once it recognizes a smile or action, it
will begin shooting – resulting in more spontaneous captures while allowing you to be in all
the shots.
Google is keen on the privacy aspect associated with this device, stressing that no data can
leave the device or even be backed up to a cloud until the user has a chance to review or
share it. However, in public, if the ML algorithms determines a correct instance, there’s
nothing to stopit frompicking up andrecordingactionsthe recipientmay not want it to.
Implications
The device is clearly marketed towards parents and dog owners, who want an easier way to
capture life’s moments as they happen. Looking forward, 2018 will be a year in which
computer vision dominates our user experiences. This camera will evolve to be contextually
aware and we wouldn’t be surprised if it acquiresAssistant functionality as well.
As Google Lens is pushed out to more and more phones, look to see that software be
integrated into other devices as well, Clips being one of the first. For brand marketers, now
is the time to start seriously thinking about how SEO is going to change in a world where
voice and computer vision dominate search.
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Steve Harries
VP, Innovation & User Experience
@Steve_Harries22
Jeremy Olken
Innovation Strategist
@JeremyOlken

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