When Apple released iBeacon in 2013 it initiated a two year head start over Google in the world of contextual computing. However, Google’s announcements at its I/O event yesterday signaled that they have not only caught up with their rival but are forging ahead as the new trailblazers. We’re on scene in Mountain View this week, and one thing is abundantly clear: Google is hell-bent on promoting frictionless microlocation and contextual services. And they understand beacons have a major role to play.
And this, dear developers, is something we’ve all been waiting for. Android N is going to be world’s most contextual platform and here is why.
Brief history of Google’s beacon universe
When Google first announced its Eddystone and Physical Web beacon protocols in July 2015, iBeacon was already well-known and battle-tested. Retailers, airports, and museums have proven it can deliver business results. Developers have shown it can enable much improved user experience. But there was still an obstacle to go through. Friction.
Contextual apps are wonderful but not without issues. First, you need to actually know there is an app relevant to your location: not easy with the current state of app discovery. Then you need to install the app: go to the app store, type in your password, and wait for the download. We’ve argued on our blog that Apple’s Suggested Apps integration with iBeacon will reduce that friction, but they haven’t pushed it forward since then. That’s where Google saw an opportunity.
Google’s Eddystone and Physical Web made it possible for beacons to broadcast URL addresses. Soon after came Chrome browser integration. It enabled lightweight contextual interactions without all the friction associated with installing an app for more than 1 billion users worldwide. And the recently launched Ephemeral IDs make Eddystone more secure.
The real power of Eddystone, however, lies not in the Bluetooth protocol itself but in how it’s integrated into Google services and apps. And the integrations in Android N are magnificent.
Instant Apps, Google Play, and Nearby Notifications
Instant Apps have already been hailed as the most fascinating feature of Android N announced at Google I/O 2016. It allows developers to repackage their apps into modules directly accessible from Google Play via a deep link URL, without the need to install the app. According to first reports, it works much faster than launching web apps in a browser. Instant Apps bring together the accessibility of web links and user experience of native apps.
You can already see how it ties into Physical Web and enabling frictionless contextual interactions. One of examples Google is giving is a parking meter. Something so mundane you don’t want a native app cluttering your phone, so a beacon broadcasting an address of an Android Pay module within the app is a perfect solution. Instant Apps make it possible.
Nearby Notifications are another addition to the Physical Web stack. If the user opts in for receiving location-based notifications in Android N, they will receive secure (HTTPS) links broadcast by beacons as low-priority notifications. They’ll see them in the notification centre, but without the buzzing and sounds. The notifications can enable opening websites or installing apps from Google Play Store: another Google service with 1B+ users. They can also trigger app intent: an action within an app. If the app is not installed, developers can define a fallback URL for the intent. That’s an address to which the user will be redirected. Combined with Instant Apps this will make the flow of contextual interactions in Android N simpler than ever. Enter a location, opt in, enjoy the experience.
Apple iBeacon is still the most popular technology for creating magical experiences bridging online and offline. With Eddystone and Physical Web from Google we will see another wave of experimentation and new contextual services offered to Android users. At Estimote we believe beacon technology should be software-defined and support all the emerging protocols and standards.
That’s why our recently announced next-generation Location Beacons can broadcast iBeacon and Eddystone/Physical Web packets simultaneously. Learn more about them on our blog and order a devkit at estimote.com.
Wojtek Borowicz, Community Evangelist at Estimote