Aviate plays a role in Yahoo's efforts in contextual search
Yahoo has released an Android personalisation app that could give the company a stronger foothold in mobile contextual search.
Yahoo Aviate is the product of the company's acquisition of Aviate earlier this year, through which it obtained an app for personalising the home screen on Android phones based on what users are doing.
Aviate's app had been in closed beta. The version launched Monday is available globally for Android phones in English, with some new features.
The app's developers have been focused on organizing people's apps based on any number of signals. Walk by a gym and fitness apps might pop up. Driving in your car might bring music apps like Spotify to the fore.
Yahoo's version of the app has features to make it more useful, including alerts for weather changes, and a way to connect to conference calls with a single tap.
Yahoo CEO Marissa Mayer has spoken out on the company's efforts to offer more in the way of "contextual search," with Aviate comprising a key element in that pursuit.
But Aviate exists in a crowded field of apps offering personal assistant-like functions, such as EverythingMe and EasilyDo. Plus, trying to predict what people really want is hard, and could be annoying if not done right.
Apps like Aviate also compete to a degree with Google Now, Google's mobile tool for iOS and Android that provides different information likes sports scores and news headlines based on data signals specific to the person.
Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).
Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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