Actions for Google Home: Time for brands to get creative

By Clark Boyd

Google’s Home device was launched in November 2016 in the US, and as recently as April 6 2017 in the UK.

As a direct rival to Amazon’s Echo in the battle to gain control of the intelligent digital assistant market, Home has made great strides already. Some sources estimate that Google may already have an installed base one-third the size of Amazon’s Echo, which launched in late 2014.

Ultimately, the more effective and useful hardware will gain the public’s vote. What makes the hardware useful will be the software that powers it – and more specifically, the functionality that it provides.

Google has increased the number of Actions available via Home, and third parties are encouraged to get involved and develop novel uses for Google’s voice-enabled assistant.

It feels as though we are at something of an inflection point for this technology.

As such, it seems timely to take stock of where we are, showcase some innovative uses of Actions, and also look at how marketers can start to profit from this largely untapped opportunity.

Google ‘Actions’ = Amazon ‘Skills’

Google Home is powered by Google Assistant, which has recently been rolled out across all Android devices. Assistant responds to voice commands, and can perform an increasing number of actions.

Actions are Google’s equivalent of Amazon’s ‘skills’ on Alexa; the full list of Actions can be accessed and enabled from the Google Home app.

Amazon has undoubtedly stolen a march in this regard, with over 10,000 skills already available. Most observers estimate there to be between 100 and 130 Actions available on Home.

A further 20 Actions were added last week by Google – but we are really just starting to scratch the surface of what this technology can achieve.

Google has opened this up to third-parties and has also provided a comprehensive guide to help developers get up and running.

The aim here is to move from a fairly one-dimensional interaction where a user voices a command and Google’s Assistant responds, to a fluid and ongoing conversation. The more interactions a user has with a digital assistant, the more intelligent the latter will become.

Actions: The fun and the functional

We can broadly separate the list of actions into two categories: the fun and the functional.

Some of the more frivolous features of digital assistants do serve to humanize them somewhat, but their use rarely extends beyond the gimmick phase. Just say “Ok Google, let’s play a game”, and the assistant will tell a joke, make animal noises, or speculate on what lies in your future.

On the side of the functional is an integration with If This Then That, which opens up a potentially limitless list of possibilities.

If This Then That integrates with over 100 web services, so there is plenty of room for experimentation here.

There are also a number of integrations with Google products like Chromecast and YouTube, along with third-party tie-ins with Spotify and Uber, for example.

<img src="https://searchenginewatch.com/wp-content/uploads/sites/25/2017/04/integrations.png" alt="" width="606" height="347" srcset="https://searchenginewatch.com/wp-content/uploads/sites/25/2017/04/integrations.png Go to the full article.

Source:: Search Engine Watch