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It’s been a busy week for Google as they announce yet more acquisitions this summer.EMU, an IM client a virtual assistant component, and Directr, an app that helps user make short, polished videos from their phone, have both been purchased by Google.

EMU, which exited beta earlier this year, blends the concept of IM client with Siri or GoogleNow-like intelligence.   It made its debut as an Android application, but it’s co-founder, Gummi Hafsteinsson, is ex-Google as well as ex-appl.  So it makes sense that the application would pique Google’s interest, and they would look to add it to it’s rapidly expanding portfolio of applications.

Messaging has become as integral to having a phone as e-mail is to having internet, and it’s become the new focus for big companies.  Google and Apple are still working to enhance the user messaging experience, and EMU offers a feature that is not accessible to all yet, and that’s a virtual assistant, even if it’s only in the messaging application.  The virtual assistant will scan conversations for important daily information, ask to set reminders for the user based on the context, make recommendations on how to make appointments and reservations online, or add events to a calendar.

The details of the acquisition have not been disclosed, but EMU will shut down the app and will no longer work for existing users until the acquisition is completed.

Directr will be an excellent addition to the Google portfolio as well.  Its primary purpose was to help users take longer short videos and give them a clean finish to publish to social media for friends and family.  Now targeting  businesses who want to make short promotional videos or advertisements as well, Directr provides users with a storyboard to help them outline their video, and once submitted, Directr pieces it together and puts it to music.  Downloading the completed video costs either 99 cents, or as a business owners can register for a $250-$500 account depending on the suite of features selected.

It will be interesting to see what Google has planned for Directr, but for the time being the application will retain its name, but will be free and backed by the same team as YouTube.

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Greer Gordon


Contributing Writer - Tech enthusiast - Freelance Writer and love to write on digital, web, social, mobile, video, apps, data, geolocation, email and more.

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