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This report analyzes the most important announcements Google made during and around its annual developer event, I/O, held on May 8–10, 2018.


  • Google demonstrated real technical or commercial improvements in voice AI, the smart home, and video, but progress in the market will be held back by challenges all too familiar to the digital ad company.

Features and Benefits

  • Identify strategies to counter or harness Google's moves to your advantage
  • Learn what the most important launches Google made at I/O were and why
  • Understand what impact each key announcement will have on the wider market

Key questions answered

  • Which AI innovations will deliver real competitive advantage to Google?
  • Is Google any closer to catching up with smart home leader Amazon?
  • How tangible will Google's investments in augmented reality prove?
  • What impact will YouTube's latest moves have on TV and digital music?
  • Where will Google take its smart TV and pay-TV set-top box strategy next?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages

Digital assistants

  • Google Assistant's voice interface: Practical tweaks and seeds of longer-term radical change

Smart home

  • Google puts its house in order to better battle Amazon for the smart home

Augmented reality

  • Google leaps ahead, but is hobbled by device fragmentation


  • Android P highlights Google's commitment to the mid- and low-end

Digital media

  • YouTube renews efforts to succeed in premium TV and music

Pay-TV set-top boxes

  • Android TV looks to target tier-1 operators as tier-2 momentum grows

Smart TV devices

  • Google focuses on diversity and convergence with new Android TV product


  • Android Messages: Google's best – and last – chance for messaging success


  • Methodology
  • Further reading
  • Author

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