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Google today dropped a huge piece of news for anyone working in the Internet of Things (IoT) ecosystem.
The announcement from Google allows websites to natively leverage “Push Notifications” as a way of creating deeper experiences with their websites either via mobile or desktop without the need for the user to have an app installed on their Smartphone or Desktop.
All the user has to have on their device is the Chrome browser app.
The initial websites to have enabled this new functionality include Facebook, Pinterest and eBay and will be launching in the “coming weeks” according to Google.
This latest news from Google is a huge step forward for brands and marketers looking to leverage the power of the Internet of Things as a way of interacting with consumers directly from physical objects or environments. Previously, with IoT technology such as Beacons, a user had to have a pre-installed app specific to the particular brand who wanted to deploy and interface with their Beacons.
With the Google announcement, this issue is completely removed as Google recognizes (and as Tapit has been publicly saying for over 4 years), brands are tired of building apps and consumers are tired of downloading apps as it’s clearly a cycle that generates zero-sum value for all concerned.
Now with Google Chrome, brands can create websites that directly interface with Beacons that are still controlled via an IoT cloud platform like Tapit but don’t need the user to install any app on their device. Chrome is handling the entire operation for you and because the Chrome app is on hundreds of millions of devices this allows brands to deploy IoT projects leveraging Beacon technology at scale.
Let’s take a look at an example of how Google Chrome solves a huge problem for brands wanting to leverage IoT connectivity using Beacons. We’ll use Samsung as the example brand.
The key benefits in the above example are scale for the brand and convenience for the consumer. Samsung can now communicate with hundreds of millions of people with the Chrome app vs. those that only have their own Samsung branded app. The consumer doesn’t need to have to download the app to get an enriched experience.
The implications for all brands and their own use cases are enormous as Google is removing the app install issue that has plagued most brands up until now. This announcement opens up a more immersive web experience that creates exciting new opportunities for brands to bring new consumer engagement within the physical world.