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Are Google micro-moments coming to a Web experience near you?

Coined by Google, 'micro-moments' capture a more personalized, tailored experience as we browse the Web on both desktops and mobile devices.

We all sense it: The ubiquity of mobile devices and the increasing momentum of targeted consumer data gathering are converging and gaining steam in a new trend.

As we browse the Web on mobile devices, webpages are getting more tailored to who we are and what we look for. They're becoming more aware of our location and context, and more cognizant of our preferences. These experiences are also tailored to a small-screen experience and an on-the-go user, who might have different needs from when he's at his desk. Some refer to it as context-aware computing, or as it's called by Google, micro-moments.

The concept behind Google micro-moments also implies that it's an advertising opportunity for companies, in which they can push advertising to consumers based on preferences and demographics. But context-aware content and experiences that aren't ad-driven are also coming to a mobile moment near you.

"It applies to mobile advertisers," said content management expert Geoffrey Bock, principal at Bock & Co., based in Newton, Mass. "Google refers to this as, 'I want to know moments, I want to go moments, I want to do moments or I want to buy moments.' I have also been talking about this in terms of mobilizing the moments of engagement at the point of the transaction. But these micro-moments are bigger than just push advertising."

As mobile devices join up with context-aware computing technology, companies can create environments that are much more efficient and productive for workers. In the enterprise context, Google micro-moments enable tasks that can improve the quality of the data that's collected and make the process more efficient.

"Micro-moments are steps within a task, within a business process, and we want to mobilize these steps by enabling data collection in the field," Bock said. "We can create a much more dynamic, involved and accurate business experience. Field service people can take photos of defects, and then put them back in the application, or building inspectors can record what they see. "

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