The home screen launched by Yahoo has great ambitions, but also great obstacles to face
Yahoo also wants to have its say in the Android arena, thanks to Aviate, the ambitious launcher that aims to change the smartphone approach. The company led by Marissa Mayer seems to believe a lot in the project of the small start-up, to which it has provided considerable support, according to what the Aviate co-founder says Paul Montoy-Wilson: their team, after Yahoo took over last January, went from seven people to thirty.
But the tough challenge: we talked about it with Montoy-Wilson, who explained the logic that led to the birth of the new home screen and how it is positioned in the general scenario.
How did the adventure begin?
"You were founded a couple of years ago by Mark Daiss, William Choi and me, with this vision in mind: we wanted to connect people to the world through useful information at the time. We were convinced that we could use the things that the smartphone knows about us and there are many: where we are, what we are doing, etc. to identify relevant information for the user on each specific occasion. "
What is the goal you set yourself with Aviate?
"We want to build a better use experience. Basically Aviate does two things very well: one, simplify the phone. Two, give you the information and services you need right now. We are working to change the current smartphone settings, focusing on apps, and move to an information-centric setting: by interpreting the contents of the app, we can find and organize information whether it be on time, news, or your contacts and provide you with what you want in a natural way, without confusion. "
What is the difference between your home screen concept and the more traditional one chosen by Nova and Apex, or even by Htc with Sense Ui?
"There are many launchers around, and many people use them. We differ in this: most of these launchers do not focus on simplicity, but on customization, while Aviate wants to simplify life. It allows users to really use their phone and stay connected to relevant information. "
What were the first responses?
"The launch went better than expected, we received great reviews and the first users loved it. exciting to see that other people share the same vision we have, about what a phone should look like. "
Many companies have tried to adapt Android or promote their launchers: for example, Facebook with Home, or Huawei with the Emotion Ui. No one really managed to impress the target he was aiming for. Where did they go wrong?
"Personally I was excited about Facebook Home, because it showed that others, like us at Aviate, believe that it is possible to create a better mobile experience. The concept of Facebook Home was to constantly provide Facebook content, but we believe that users do not just want content from the social network, but rather the right information at the right time. Propose ourselves as a more open platform, focused on simplicity, in our opinion a winning solution. "
Building your home screen around content, it seems inevitable that you will end up colliding with Google Now, which has a rich flow of data from Gmail, Calendar, Maps, and so on. How do you plan to handle similar competition?
"From a conceptual point of view Google Now similar to Aviate which shows that the problem of creating an interface that is both simple and intelligent has not yet been solved. Now per will always focus on Google's vision of the world, while you are totally based on the user. "