Google is working on bringing an open API for Google Now which will allow all the apps installed on your phone to show updates in the cards style. At the moment, Google now only works with 40 third party apps.
Speaking at a SXSW session (via The Next Web) over the weekend, Director of Product Management for Google Now, Aparna Chennapragada, said that an open API for Google Now is currently in the works.
Insights into how Google Now works in the background was also discussed. According to Chennapragada, initially Google used to guess what would be relevant to its users. This was followed by surveying a panel of users by giving them an app that would ask them at regular intervals of time, what information would be relevant for them at that point in time. Google did this study with thousands of users to improve Google Now's functionality and predictability.
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Chennapragada also said that Google Now would also be able to deliver notifications that are more personally tuned to the user, based on user-specific desires, such as how long before a flight a user would like to reach the airport. She added that Google Now will soon also feature 'Easter eggs', such as Google Search's 'flip a coin'.
Targeting user specific cards rather than pushing out general notifications which are applicable to everyone, is where Google Now's next challenge lies. According to Chennapragada, Google's personal team members' real life experiences also helped in adding more functionality. She mentioned how her recent visit to Disneyland prompted her to work on providing theme park ride queue times in future updates of Now.