Google Buys Emu Messaging Service to Boost its Messaging Might

Google has bought an intelligent, personal assistant based messaging app called EMU. The app is created by an ex-Google and an ex-Apple employee who worked on Siri. The basic premise of the app is close to what Google Now offers. It goes through your conversations and picks up leads to provide the users with recommendations related to their interest.

Emu began as an Android app, and its superior assistance feature must have prompted Google to loosen its purse strings. The app is capable of scheduling appointments to the calendar, set reminders and setting restaurant reservations with convenience like never before.

This is how the website looked soon after the acquisition announcement.

Messaging is where a lot of big companies have been investing. With Facebook buying Whatsapp, it was evident that messaging apps have grown in prominence and have overtaken the good old SMS. Now there is a race to perfect a messaging app. Apple, at WWDC this year has already presented a unique messaging feature which intertwines all its ecosystem’s messaging features. Apple’s messaging features were appreciated even though they seemed “inspired” by the features of various apps like Whatsapp, Snapchat, etc.

It is said that Google’s acquired Emu to strengthen its Hangout app, thereby giving an alternative to what Apple has to offer. Emu founders have announced that the app will cease to exist as an independent app and will be shut down by August 25. It will be interesting to see if Google plays the messaging game. Will it repeat its email success with Gmail or we’ll end up with another Google Plus fiasco?

Emu is impressive the way it was introduced and Google might have learnt its lessons by now and may be ready to go head-to-head with Apple.

Check out what the app can do in this video. Caution: They have a catchy background score that will be stuck in your head all day long.