With a change to the new user registration flow, Google+ now has a more prominent place in the Googleverse. Now, instead of creating a Google+ account after you’re a registered Google account user, profile creation happens during the regular Google account setup process. It’s kind of a big deal.
You have to figure that the likelihood of a user poking around G+ rises significantly when they’re forced into signing up, rather than being given the option after the fact. The number of G+ accounts will go up as Google registers more new users. Add this to the fact that Google+ now has a very visible role in Google’s search results, and you get the sense that Google is going to do everything they can to make G+ succeed.
The problem is, they don’t seem to be putting a lot of emphasis on creating active users. They’re not doing their best to make the Google+ service addictive. One thing they should be putting a lot of focus on is mobile.
With the launch of the Galaxy Nexus smartphone, certain Google+ features, such as Circles and Hangouts, are being advertised as phone features (finally, an Android hardware partner is learning how to sell features instead of specs!).
Brilliant.
For its own version of the Android OS, Google is in a unique position to include as much or as little of Google+ as it wants. Google needs to bake G+ into every nook and cranny of Android, and have Android serve as G+’s Trojan Horse. If mobile users get hooked on some of the features, Google might be able to coax them over to the desktop version of G+, where those features already exist. But mobile is where I think Google can really plant the seed of addiction.
The Galaxy Nexus commercial was good, and it was a step in the right direction. But Google and the manufacturers using Android need to continue down that path of thinking and keep pushing Google+’s best parts as Android phone features. Get users doing Hangouts, get them sorting contacts into Circles, get them talking over Messenger, and then do a better job at putting those features in front of them on the bigger screen.







