No Longer Just In-App, but On-Device Search with Apple WWDC Announcement

Apple’s iOS 9 was unveiled at the 2015 WWDC Event and previewed with an impending impact on the companies iPhone, iPad and iPod Touch software.  The upgrade promises to, “become more intelligent and proactive with powerful search and improved Siri® features” says Apple.  What is intriguing is that the foundation of the upgrade is built on some of Apple’s recent acquisition (personal assistant Cue).

Acquired in late 2013, Cue searches email, contacts and other on-device content to present personal agendas.  With a 40% increase in the accuracy and performance of Siri’s voice recognition and language understanding we will be entering the world of Voice Search Intent (VSI) and On Device Search Optimization (ODSO).  Two very new, but predicted advancements in the search industry.

These enhancements are most likely in competition with the Google Now & Cortana experience and, with a “swipe to the left”, the new Spotlight Search will proactively provide results based off the users behavior, time and location.

As we discussed in our Mobile Friendly blog post in February, In-App usage saw a 52% increase in usage from 2013 to 2014 as reported by ComScore.  The advancement in the Spotlight Search capability to now crawl and provide results of deep linked content within device applications will not only enhance results for users but will also open up an opportunity for application marketers.  Industry experts predict that Google and Facebook will follow suit with deep-linking initiatives.

For more information on the release, read the official Apple Press Release on the iOS preview.

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