Google’s new tech set to deliver even more data to search giant

Overnight Google unveiled a new set of technology it has been developing, as the internet company firmly establishes itself as a hardware player in its own right after years of collaboration.

Mumbrella casts an eye over what the tech is, and what it does.

The phone


Google phones have been around for a while, but this is the first time the company has designed and built one from scratch.

Because of that Google has ditched the Nexus brand name in favour of Pixel, with a standard five-inch and XL at 5.5 inches.

Its biggest selling point appears to be its artificial intelligence play Assistant, which promises to answer your questions and help with everyday tasks, like reminding you to buy milk at the supermarket.

A new camera promises “stunning photos in low light, bright light – any light”, while its is also offering unlimited cloud storage for your data.

Telstra has exclusive telco rights to the phones in Australia, while units will be available from JB Hi-FI starting at around $1,000.

The phone has been launched with a slick campaign from Droga5 New York which highlights how ‘new’ everything is, except for – ahem, the headphone jack.

It also touts the phone as the first designed for virtual reality content.

The VR headset

Which brings us to the VR headset. Conscious that current headsets are heavy and uncomfortable Google shied away from bulky plastics instead going for a device designed in conjunction with clothes makers, made from fabric.

It’s called Daydream View.

The unusual design makes it lightweight, portable and, more importantly, affordable. Priced at $119 its considerably cheaper than rivals such as Oculus and on a par with Samsung’s tech.

This should herald another surge in VR adoption from the public, leaving marketers looking at how they can take advantage of emerging technology.

Importantly though phones will have to comply to certain specifications in terms of screen quality in order to be compatible with it. Conveniently, the Pixel phones are the first two off the rank.

The connected home

Piggy-backing off the success of Amazon’s Echo device, a voice-activated hub that sits in your home and reacts to commands, is Google Home.

The device is designed to interact with other Google AI-powered devices to allow you to control things such as music, the lights and other commands.

All of this will help Google to build a better profile of who you are and what you do and don’t like.

All of that, of course, will be crucial information for advertisers looking to target consumers across Google’s other ad-funded channels.

And that will be the crux of these new devices for marketers, giving Google even greater firepower in the battle for marketing dollars.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.