Google Inc (NASDAQ:GOOGL) has taken over Emu, as reported by TechCrunch, a mobile messaging application that stands out in the long list of messaging applications in the category. The application has just finished Beta testing earlier this year and has an inbuilt virtual assistant using which a user can schedule meetings, set reminders and even place reservations at a local hotel or restaurant directly via voice control.
Emu is not something that gained fame overnight and in fact, Gummi Hafsteinsson, the CEO of Emu, has worked with Google Inc (NASDAQ:GOOGL) and Apple Inc. (NASDAQ:AAPL) before. He worked on Apple Inc. (NASDAQ:AAPL)’s Siri before he left the company and started Emu. Emu in a way works similar for Google because it tracks a lot of details of a user which include a lot of personal conversations too and then recommends hotels, restaurants or movie reservations. It also provides the ratings of the hotels or theaters nearby.
This application can actually help Google Inc (NASDAQ:GOOGL) in a lot of ways because messaging is a key product for major tech companies now and Google can use its popularity and features to fight Apple Inc. (NASDAQ:AAPL)’s iMessage, especially after the iPhone maker integrated the phone with the PC in the new OS X Yosemite, where a user can receive messages across devices.
This acquisition has opened up a lot of possibilities for the #1 brand in the world to push its popularity a level further. Google Inc (NASDAQ:GOOGL) can use it to enhance the Google Now application or even integrate the features of Emu with Hangouts and make the evolving application even better. Messaging might become a hub for mobile communication and this innovation might just help Google make its Ecosystem stronger.
However, there are some ‘not so good’ news for existing Emu users because the application would shut down as of August 25 2014 and the users won’t be able to use it anymore after that.