Israeli startup EverythingMe has just launched an Android homescreen which uses context-based data to present the user with information and apps in a smart way, anticipating his/her needs.
Nowadays consumers are using mobile apps to access services faster and more conveniently and they do not like having to ferret around for them on their smartphones. A number of players are now emerging to provide solutions to this need for speed, using artificial intelligence technology. Last year Californian startup Aviate – which was recently acquired by Yahoo – introduced its version of the contextualized homescreen for Android smartphones. Now it is the turn of Israeli newcomer EverythingMe to launch a new approach to organizing the smartphone, seeking to display apps and information that the user is looking for just when s/he is looking for them. The software uses location and time data to learn which apps are likely to be used and when, using a targeted search approach.
A homescreen that adapts to user behavior
EverythingMe studies the behavior of the user in terms of context, location and time in order to look out and flag up the appropriate apps. The software works out which apps the smartphone owner is most likely to use and shows them in the ‘prediction bar’ at the bottom of the screen. The apps displayed by the software do not fill the entire screen and the user can still add and delete applications for him/herself and install and use the traditional Android widgets. EverythingMe also offers Smart Folders, a dozen or so folders that automatically populate with relevant apps. Last but not least, the search bar at the top of the screen works as a generic search tool, looking for search results among the user’s downloaded apps, contacts and the web.
A personal assistant which recommends apps
EverythingMe is designed to then recommend relevant apps which the user has yet to install but which s/he might well find useful at the time, or which could be of more general interest. This is the point where the company hopes to generate revenue. In learning how a person uses his/her smartphone, EverythingMe hopes to be able to charge for referrals of apps which the user downloads as a result of its recommendations. At the moment there is no single dominant player in the contextualized intuitive homescreen market. However, we can expect to see Google Now, Google’s personal assistant Android and iOS application, undergo further development in the not-too-distant future so that it can work directly on the homescreen in a more user-oriented way.