In this weeks App Marketing Conversation; Ryan Morel, Ian Sefferman of Tune and Robi Ganguly of Apptentive recap the major announcements from Apple & Google at WWDC & I/O respectively. Watch the video here, or read the transcript below.
Ryan Morel: Good Morning and welcome to another edition of App Marketing Conversations. I am Ryan Morel and as always, I’m joined by Robi Ganguly of Apptentive, Ian Sefferman of Mobile DevHQ by Tune, right? I guess now Mobile App Tracking by Tune…
Ian Sefferman: Tune. Tune. Tune Marketing Console.
Ryan: Just Tune. Tune Marketing Console. Okay. Good. Well, now that’s settled. So there’s been a lot of news, although we’re just a little bit late in talking about it, but I think it’s good that we’ve each had some time to let the Newsroom Google IO and WWDC kind of settle within the market and ourselves. So we’re gonna talk about what we believe to be the biggest announcements to come out of those two shows. So we’re not gonna talk about Apple Music or Google Photos, cuz they’re not really relevant to that marketer, but we will talk about some other things. So Robi, why don’t we start with you. What do you think the two biggest announcements out of Google IO were.
Robi Ganguly: I think that the Google Now On Tap capability, this notion that, in any app, you can double-tap the home button and bring up Google Now On Tap and it will have ideally, insightful, contextual recommendations based upon what you’re doing, where you are and the app you’re in. That was really powerful and the demonstrations around it were kind of like whiz-bang. When they were up on stage showing that off, I was like, “What? Really? You could do that?”
I thought that was pretty impressive and that, sort of, dovetails with more of the deep linking that talked about, which really was about being able to see more into apps, seeing context of hand-offs between the apps, and then use it for searching capabilities, to understand more of where the content is. And I think those two things work together. And Google showed a lot of its computing and machine-learning muscle in the announcements between those two things.
Ryan: Yep. Okay. Ian.
Ian: On Google Glass, on Google IO.
Ryan: Google IO. Yep.
Ian: I sort of, right in that same vein, the emphasis on deep links and app indexing, we can contrast that to Dub Dub D.C. as well, but Google is definitely making a bold statement. I think that apps are first class citizens and that, as the world moves to mobile, discovery is going to move towards apps. And the emphasis that they put on deep linking and app indexing was really apparent to me.
Ryan: So there’s probably a whole conversation we can have around how that emphasis on apps and deep linking, like, impacts Google as a company, right? Considering their cash cow is search on the web and how mobile web search doesn’t really happen within apps, so to speak. Well, that is for another time. So for WWDC, these things are kind of all, it’s kind of a similar response, right? So do you wanna tell us what you thought the biggest announcements for WWDC are, and then we can talk about . . .
Ian: Yeah. So contrasting the deep linking, I think there was . . . part of the new proactive stuff on Siri that they were talking about. So they basically revamped universal search or deep linking within iOS mind, basically allowing you to actually index individual pieces of content, within an app, to the device itself, which is actually really interesting, I think.
Ryan: Yeah. Okay. Do you want to add to that?
Robi: I mean, I think that the thing that’s interesting, the clear hammer that Apple’s using your privacy rights, so a couple weeks before Dub Dub, Tim Cook starts to talk more publicly about privacy and he actually has a speech to, I think it was the FCC or some governing body about privacy and talking about how other companies, like Facebook and Google, are doing the wrong thing and Apple’s really gonna take the right stance and thinks that this is important. And at Dub Dub, they talked about their approaches to these problems and they’re like, “Everything’s on the device. We don’t do stuff with your information that lives on our servers. It’s not identifiable. We’re gonna really be hammering home on this, over and over.” And I just thought that was them saying, “Okay. We’re trying to solve similar problems, but we have a different approach and we think that we’ll win consumers.”
Ryan: Yep. So I think the most interesting thing, I think, when we look back on it and 20 years from now, this might be an interesting Harvard Business School review, is how both Apple and Google are, they’re both trying to to win and I think they both won, but now they’re both just trying to kill each other. And so Apple’s trying to get better at services, with the release of Proactive, the app indexing stuff, etc., faster than Google is trying to get better at building operating systems and building devices effectively, right?
Ryan: So this is . . . the question is, like, who’s gonna get good enough at both of those? I think that you can probably argue that they’re both good enough now, but who’s gonna get so much better than the other fastest to, maybe, control the industry moving forward? Cuz they both are trying to do the same thing . . .
Ryan: . . . it’s just different approaches, right?
Ian: Yeah. Absolutely. I think, if I had to put my magic wand on and see what the future was like, Google wins that race, which is surprising. I don’t think I would have said that two years ago. But I think it’s easier to put together the muscle around experience on a device . . . and I think Google has actually shown that their experience is really good on Android right now . . . then it is to artificially hamstring yourself on the services side, like Apple’s doing, and expect to have the same output.
Ryan: Okay. Fair enough. I don’t know that I have an opinion other than, the more that I use the unique things about the iPhone, like Touch ID, etc., the harder it’s ever gonna be for . . .
Ian: That’s true.
Ryan: . . me to leave.
Ian: That’s totally true.
Ryan: Just because of the integrated nature of the hardware and the software.
Ryan: So it’s always gonna be a challenge for Google to do that. I don’t know. Do you have an opinion on who wins that long-term battle?
Robi: I mean, I don’t know that one of them has to die. I think that, from the consumer perspective . . . and I think, in the next segment, we’ll go into some more stats and details that a few of the people in the industry have been sharing around, and that’ll be useful to tune into . . . but it seems like the sheer volume game is definitely being won by Android. And if you think that volume helps them introduce more people to a really simple world, where they just get to say something like, “Find me Thai food in five minutes,” and Google answers that really well, then it starts to be very hard for anybody to switch over to iOS and feel comfortable. But I don’t know if that’s really gonna take place in enough of the world to lead to Apple dying.
Robi: Their margins and their business are strong. They’re really a premium, well-regarded brand. They continue make more investments in the ecosystem and lock in. At this point, if you are like you, you have an Apple watch, an iPhone 6+, an Apple TV at home, a Macbook Air, and probably several other devices that make you never . . .
Ryan: Yeah. It’s hard.
Robi: . . . really wanna get out of the ecosystem.
Ian: I mean the other question I have is, Google is essentially gaining on Apple.
Ian: Right? And innovating, too, right? Even in discovery and, like, the app indexing world, probably faster than Apple is. But is Apple succeeding on Google in any meaningful area then?
Ryan: That’s why it’s so weak . . . I mean, we said we weren’t gonna talk about Apple Music . . . but I thought that was actually the most interesting thing about the Apple Music announcement, which was horrible in my opinion. But like, that fact that it was going on Windows and Android, I thought was a really interesting move for them, because none of their other stuff is available on Android right now.
Ryan: But I know they’re trying, at least with that.
Ian: Yep. Yeah. True.
Ryan: So I think Robi’s right though. That Android has seen most of its gains outside of the U.S. while iOS continues to be strong in the First World, so it’s gonna be hard for them to for them to succeed around the halo effect, and the platform lock in just gets . . .
Ryan: . . . just gets harder everyday.
Ryan: For both, I guess. Okay. So the big things that we think came out of both WWDC and Google IO are kind of all wrapped in together. Google Now On Tap, which is relatively similar to Apple. I guess Proactive is relatively similar to Google Now and, subsequently, Google Now On Tap. And then, both of their emphasis on app indexing and deep links, so the users can find content more easily and get into the content they want through search.
Ryan: Okay. So make sure to check out the other segments. Thank you very much for watching. Like this video and subscribe to the channel.