With Cover Buy Twitter Joins Battle Of Android Homescreens

Cover lockscreen appFirst there was Facebook Home, then Yahoo with Aviate and now Twitter with Cover. Cover is another Android launcher or intelligent homescreen.

Yesterday Cover announced it was being acquired by Twitter. Terms weren’t disclosed. Cover says it will be business as usual, at least for the time being.

Like Aviate, Cover will show different apps in different locations, at different times of day. It’s a personalization tool essentially.

It’s possible that the Cover team will be deployed to create more personalization and contextually relevant experiences on Twitter for mobile devices generally. But it’s also possible that Twitter will seek to grow and utilize Cover and its lockscreen strategy.

As I’ve argued regarding Yahoo-Aviate, if users adopt a proprietary Android homescreen or launcher that company or app can interrupt or disintermediate the primary Google-user relationship on Android devices. It also could become extremely valuable ad space.

All of this assumes significant mainstream usage and adoption.

Facebook Home failed largely because it pushed other apps into the background. Aviate and Cover do the opposite and help direct users to specific apps depending on the time of day and location.

Related Topics: Channel: Mobile Marketing | Google: Android | Google: Mobile | Twitter: Advertising | Twitter: Business Issues | Twitter: Mobile | Twitter: User Interface

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://ibservations.me/ ibserver

    The application consumes a lot of memory. Is it possible to install to an sd-card?

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!