This week  Google announced the newest version of Android called Marshmallow. It is rolling out to Nexus device owners. Other makers will be getting it over the next few months. You maybe asking why a marketing blog is covering this upgrade? I think you should know what is new in operating systems because it will affect the way you market on devices.

Now On Tap

Now on Tap pulls information out of what ever you are doing in your device. An example is if your friends email you about a visit to the Empire State Building. Clicking the home button (center circle button) will bring up a card that you can get more information about the Empire State Building. Below that card you have another card that will show a potential calendar entry. It allows you to say on task with things going on.

If you are unfamiliar a Card is basically just that, a card that shows information. This is a design element that is frequently used in the Google Interface.

This is one of the significant changes to the system. It is basically, in my opinion, its always on. To some this may be like big brother watching you. But, that is not something I am going to go into here. If you are a business, you definitely need to make sure you are listed on Google. If you are not then I would suggest getting the “My Business” app from Google and fill it in. This would include your contact information, hours and web address.

Privacy Control on Apps

Prior to Marshmallow you granted permissions to apps when you either downloaded or upgraded them. You would agree to a big long list of things the app could do and very few paid attention to them. In the new privacy controls it will be a more iOS model. The app will ask you for permission when it uses your camera, contacts and etc. A confirmation window will appear and the user will either grant or deny the permission.

This won’t affect to many people unless you have an app. The users will have more control over you what your app would access. This shouldn’t have too big of an effect on your app. It is a welcome change by many users.

Fingerprint Access

More phones are gaining fingerprint security. This is being used to buy things from the Google Play store, Android Pay and allowing third party apps to access it for security. Fingerprint is used mainly in banking, finance, personal data and password access.  This is another service that won’t change too much in marketing. It may make your app more secure but it won’t negatively affect your strategy.

These are the major changes they listed on the Official Android Blog. There will be other things I will cover in the next few weeks. I hope this helps those understand Android and Marketing.