Google acquires Emu (mobile messaging viritual assistant)

Companies in Relationship

Emu, Google

Deal Facts

Initial Announcement Date: 8/14

Consideration: not disclosed

Google acquires EMU, a developer of a mobile instant application that includes a virtual assistant that analyzes conversations and then automates everyday tasks such as scheduling appointments, managing reminders, making restaurant reservations, or sharing your location with a friend.

Emu per se will be shut down as the result of the acquisition,, but will likely use its features to enhance existing services like Hangout and Google Now.

Strategic Implications

Messaging is becoming the digital hub for mobile, much as email became for the desktop. In acquiring Emu, Google continues to beef up the future of what its messaging ecosystem could become.

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