Tel Aviv-based mobile startup Everything.Me represents a “gigantic, fundamental shift in how people interact with the Web,” according to Quartz.
Why? Because the company’s software replaces an Android user’s home screen with one that is uniquely customized according to individual movements, search history, app use, entertainment preferences, calender events and more.
Moving from Web page to Web page using traditional search engines like Google is being replaced with what is being called “contextual search” protocols that harness user signals to deliver relevant information.
In the post-search world, customized home screens serve context-based interactions dozens of times per day by suggesting restaurants, activities, traffic conditions, and recommending apps similar to those users currently enjoy.
Context-aware software for smartphones is all the rage among tech giants. In just the past year, Twitter bought Android home screen startup Cover, Apple bought smart assistant Cue, Yahoo bought Cover competitor Aviate, and of course Google has pioneered the field of learning everything about a person so that it can push data to them before they even know they need it, with its Google Now service.
That there is so much competition in “context” software indicates just how important all the giants of technology think it will be. Google, of course, has an early head start. (It also already has a close relationship with Everything.Me, says Carthy.) By building up an arsenal of context-aware user interfaces, including Google Now, Android for Wearables and some kind of contextual home screen app launcher like Everything.Me, Google has the potential to do things that could make the iPhone seem much less functional compared to the average Android phone.
Contextual-based software still uses search engines to locate and deliver information, but users no longer have to interact with a search engine directly.
“That Google is ahead in this race also indicates that the company is prepared to disrupt itself, and to chase people onto their devices with what will presumably be new kinds of advertisements,” reported Quartz.