How Google is changing the mobile recommendation game

By Lauren Johnson

December 16, 2011

Google’s recent purchase of the recommendation service Clever Sense makes it clear that the company is building its repertoire to become a heavy hitter in mobile recommendations.
Mobile experts agree that the Clever Sense deal is meant to help boost its mobile search and commerce strategy. The deal also has implications for marketers that are thinking of using mobile advertising but are not completely sold on it.

“Initially, the goal is to attract more restaurants and bars to use Google ads,” said Mark Beccue, senior analyst at ABI Research, New York.

“Beyond that, it is to use the core personalization engine for other personalized offers,” he said.

Recommend me choices
Clever Sense operates a restaurant app that is similar to Yelp called Alfred.
Using the app, consumers can find nearby restaurants and bars. As users interact with it, the app becomes smarter and can make more tailored suggestions for users.

However, Google’s purchase goes beyond just restaurant recommendations, per Mr. Beccue.
“If they could apply the technology to other things, they expand it to more personally-served recommendations for users,” Mr. Beccue said.

“Beyond the restaurant restraints, Google has the capabilities to bring in lots of recommendations with Clever Sense,” he said.

With the increase in consumers using their mobile devices to find places, Google’s purchase of Clever Sense is proof that the company realizes that search is becoming more mobile.
In addition to search, the deal might also affect Google’s Android operating system the company may begin pre-loading the app on devices in the future, per Mr. Beccue.

Shop on mobile
The Google and Clever Sense deal will also affect the company’s commerce efforts.
“One of Google’s challenges in trying to organize its information is finding a way to use the same information the next time that a user searches,” said Carl Howe, research director at Yankee Group, Boston.

“Google has a search engine that can be used to dramatically increase commerce revenue,” he said.
In particular, Google’s acquisition will let the company make smart and tailored recommendations to users across all of its mobile properties, including both mobile search and Android.

In some ways, Google is playing catch-up to similar services already available.

For example, Apple’s Genius services lets users find relevant and similar apps after downloading one.
Amazon also has a similar function with its recommendation feature that picks relevant products for consumers after buying something.

The Google deal also has strong implications for Google’s most recent commerce endeavor – Google Wallet.

“Google Wallet is one of the things you can do with and easy swipe, but in order to really take advantage of it you need recommendations,” Mr. Howe said.

“Google hasn’t had a branded algorithm doing this kind of thing yet and it could be very powerful,” he said.

Final Take

Lauren Johnson is editorial assistant on Mobile Marketer. Reach her at lauren@mobilemarketer.com.