Google Now is one of the most interesting mobile technologies from Google in recent years: the idea of virtual ‘cards’ that pop up to “proactively bring you information at the right time without you even having to ask”. On Android, Google has been working with various partners to add cards based on their services, with 70 new partners announced yesterday – including some music ones. “ Now cards can recommend playlists and stations from Spotify, TuneIn or YouTube based on your preferences,” explained Google in a blog post.
“Our new Now cards make it simple to dive back into your favorite playlists, plus they serve up recommendations based on your favorite music and previous listening habits,” added Spotify in its own announcement. Watch this partnership closely: Spotify CEO Daniel Ek has praised Google Now in the past as an inspiration for the future development of his streaming service, in terms of reacting to where people are and what they’re doing. “The more we learn, the better job we will do. This is what the future of music is,” he told the Wall Street Journal in 2013, adding of Google Now: “That’s the experience we want to create.”