Forget behavioral targeting*, Google wants to predict what you want based on where you are — geographically, not virtually — and when you’re there.
How will they do that? By transforming the mobile experience, of course.
Stephen Arnold, a Kentucky-based analyst who has been tracking Google with trainspotting accuracy for a number of years, has found 17 telephony-related patents and patent applications by Google and another dozen with a tangential link, says an article in Red Herring. Even if Google does not plan to commercialize all those bells and whistles, it still means that “Eleven to 12 percent of Google’s innovation effort since 1999 is in telco,” says the analyst.
What’s next on the agenda? The analyst believes Google is working on a new kind of “doubly lucky” predictive search for mobile devices. This will take users directly to search results, incorporating location and time of day into the findings, and will even use a form of predictive typing to guess at what the user wants to find–not unlike predictive word programs like T9 that are used in SMS. All of this will be in aid of reducing the time it takes to engage with the Internet on a mobile, he says in an interview with Red Herring.
Might they be triple-lucky? Today’s New York Times reports that the FCC has agreed to play nice during its upcoming spectrum auction.
If you haven’t realized, Google’s taking search to the next level. Contextual, temporal, and geographical relevance is the name of the game.
Whatever happens with the upcoming spectrum bid, Google’s mobile ambitions are on solid ground. The only question is: Do you feel lucky?
Well… Do ya?