Google reaches deeply into the app data

There is something special about the experience of Google now and now something extremely magical about Google now on tap.

I’ve just gotten a chance to play around with an early build of Now on Tap, Google’s wild new feature that, in essence, does Google searches inside apps automatically. It works like this: when you’re in an app — any app — you hold down the home button. Android then figures out what is on the screen and does a Google Now search against it. A Now search is slightly different from your usual Google search, because it brings back cards that are full of structured data and actions, not just a list of links.

When I first watched the keynote, I thought of the Tim Burners-Lee Semantic Web vision (paid pdf only now).

The real power of the Semantic Web will be realized when people create many programs that collect Web content from diverse sources, process the information and exchange the results with other programs. The effectiveness of such software agents will increase exponentially as more machine-readable Web content and automated services (including other agents) become available.

Its not the semantic web thats for sure, the problem is that its amazing and the user experience is magical but its all within Googles own stack. This rather bothers (even) me for many of the ethics of data reasons. I’m sure app developers may be a little miffed too?

Following my thought, Wired had a intriguing headline Google’s Ingenious Plan to Make Apps Obsolete.

What makes Google Now’s pull away from apps even more compelling is that it was joined at I/O by a series of gentle pushes in the same direction. Google’s doing everything it can to get us all back to the web.

Now if I think the Wired piece is interesting but they are shouting down from the wrong tree. Google are climbing another tree somewhere else. Ok enough with the analogies what do I mean?

If I saw Google on tap working in the browser instead of on top of apps I would be extremely impressed and be really making solid ties between Tim Berners-Lee’s agents in the semantic web. But instead we are left with something slightly disappointing, like a parlour trick of sorts.

Don’t get me wrong its impressive but its not the big deal which I first thought it was. I’m sure the Chrome team are already working on ways to surface semi structured data to Google now, and when they do… wow!