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<br />One of the biggest reasons to own an Android smartphone is Google
 Now - the search giant's contextual virtual assistant. Of course, it is
 available on the desktop via the Chrome browser and also on iOS through
 the Google Search app, it is best used on an Android phone. Already, 40
 handpicked third party apps can send data to the virtual assistant, but
 now, the assistant is about to get vastly smarter as Google intends to 
open the application programming interface (API) for it.<br />
<br />
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This 
basically means that any third-party app will be able to send data to 
Google Now. In turn, it will be able to provide more contextual 
information.<br />
<br />
Google announced its intentions at the ongoing 'South
 by Southwest' conference. Google's  director program management for 
Google Now, Aparna Chennapragada revealed at a session that her division
 plans on open the API in the future where anyone can build into Google 
Now.<br />
<br />
The discussion provided an interesting insight into the way 
features are built for Google Now. Notably, initially, the Google 
decided on its own that what would be useful for its users, then Google 
surveyed thousands of users.<br />
<br />
Already, Microsoft's personal 
assistant - Cortana - provides this kind of functionality. In fact, if 
reports are to be believed then Cortana could compete with Google Now 
head-on on its home turf Android.  Reports have suggested that Microsoft
 plans on releasing iOS and Android versions of Cortana.<br />
<br />
Google 
Now was originally announced back in 2012 alongside Android Jelly Bean, 
by then head of Android program management Hugo Barra. Google Now 
provides contextual data to user on the basis of his/her preferences and
 daily routine and habits.<br />
<br />
For instance, through Google Maps and 
Geo-fencing - it knows where you work, stay and hangout, hence it is 
able to provide contextual directions and traffic information. It can 
dig up information from your search history, calendar and Gmail also 
provide information about events and meetings, sports scores amongst 
other things.<br />
<br />
Amongst modern virtual assistants, which include 
Apple's Siri, Microsoft's Cortana and the BlackBerry Assistant - Google 
Now is considered to be the most reliable in terms of both information 
and speech recognition.</div>
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Google will allow third party apps to use its virtual assistant

One of the biggest reasons to own an Android smartphone is Google Now - the search giant's context...