Google’s new age hardware promises customers seamless integration with their fast-moving lives. With that, the company also wants to earn the trust of the people, while it collects more and more private data. The company recently introduced the highly anticipated Pixel 4 along with new Wi-Fi router, laptop, pair of smart wireless headphones, smart speakers and smart display. In this generation of collecting private data illegally, Google and its rival social media biggie Facebook have been mostly maligned with some major accusations in recent times.
Keeping that in mind, the former has now come up with a plan as it took an hour to explain how people can now follow a few instructions and control what they want to show and what they want to hide. Rather than collecting data, it has now embedded privacy tools giving the power to the consumers of what they share.
Google’s new tech improvements have been mind-blowing, and it has happened on both the hardware and software fronts. The new radar sensors in phones are definitely a step in the right direction, as capabilities of a Google Assistant on the future Pixel buds and also a camera which Annie Leibovitz loves.
Despite all these advancements and steps in the right direction, the company wouldn’t have stood a chance in driving out the Apple audience, had they ignored the privacy issues. While Apple has always been a more privacy-friendly brand, its advertising scale has been much smaller than its competitors in the current market.
The whole thing is going to help Google’s storage system, where the cloud technology will play a huge role. The new era is known as Ambient Computing, where Google is everywhere and in everything and will move seamlessly from the device to cloud and back again to the device.
Rick Osterloh, Google’s head of hardware added, “This ambient computing era is going to bring all kinds of new interfaces, services and devices, but it’s also introducing new challenges. Protecting your data and respecting your privacy is at the core of everything we do.”
According to Forrester analyst Frank Gillett, the kind of importance Google has put on seamlessly connecting all platforms and devices shows how far the Millenials have come and broken the barrier of restricting themselves to only mobile apps. “It is a mindshare as much as anything else,” he added. “It is ‘Hey, look at Google’s devices and all the cool things we are going to be doing.'”
As people have become wary about how Google uses and shares data for advertising and other marketing schemes, the company has come up with a more a prominent plan of talking about privacy. Google made changes in Chrome, allowing the users to decide what they want to share and what they want to hide.
Google earlier decided that privacy will be a feature only on their flagship phone Pixel 4 considering the radar sensor for gesture commands which was newly integrated on the device. In this regard, Sabrina Ellis, VP of product management mentioned that “privacy had to be built in from the start.” She also added that the gesture services could be turned off as per liking, but when turned on all the data is processed locally on the phone and “never saved or shared with other Google services.”
Ellis feels Google will give the opportunity to their users to choose what they want to share and save and what they want to delete. He said Google’s Titan M chip is also used to keep biometric and other data secure.
Despite all the assurances from Google, there are certain loopholes present in the current devices, which may spark the controversies of Google again sharing data with the same access and whether it is listening to devices to continue its data-driven advertising.
The time of announcing this could not have been better as Google wants to take over market shares from Apple and Samsung and also Microsoft who have recently introduced a new smartphone. The company might have made opportunities for general users to shift to Pixel with their newly announced plans of rolling out to every major wireless carrier.
But is privacy a good enough factor in earning shares in the market? Gillett feels that at least the company is speaking about the issues, unlike a few competitors.