At the SxSW event in Austin, Aparna Chennapragada, director of product management for Google Now, announced that the mobile card service for Android phones will eventually open its API to all mobile development firms. Already, 40 organizations including Walgreens, Fandango, Kayak and Airbnb have received access to the Google Now API through a pilot program, and the reviews have been largely favorable.
Industry observers say this move could help usher in an app-free world for Android users. Instead of checking several individual apps throughout the day, all the information they need would come through Google Now cards, simplifying the end user experience.
Google hasn't yet provided a timetable for its Google Now API plans.