Android users in the US may soon start seeing content, apps, and even ads on their lock screen in the coming months.
TechCrunch reports that multiple carriers are in talks with ad firm Glance about partnerships that would generate headlines, videos, games and photos every time a person picks up their phone.
Glance is already pre-installed on up to 400 million Android devices in Asia, where it works with manufacturers to improve the economics of cheaper but feature-rich entry-level and mid-range devices.
Android lock screen ads
Any US-focused launch would be a premium service to account for the fact that users there are more willing to buy digital subscriptions. Glance would also deal with carriers rather than manufacturers, because they are the first to sell the most smartphones and control customer relationships.
The logic behind the additional lock screen features is pretty solid. Instead of having to actively interact with apps, users can easily view a variety of information when they pick up their phone, which most people do multiple times a day.
That's why Apple has created its new lock screen widgets (Opens in a new tab) and features a focal point of its upcoming iOS 16 software update.
But while Apple has been emphasizing privacy features on its platform for several years, Glance is reportedly looking to potentially monetize the lock screen by encouraging users to download certain apps or interact with certain content. Amazon applies the same principles with cheaper models of its Kindle e-reader, but it remains to be seen how Western consumers will respond to such an approach on their phones.
Glance is valued at €2 billion and its investors include Google itself and Indian operator Jio. In addition to its mobile offering, the Indian startup is also looking at ways to bring its capabilities to smart TVs.
Via TechCrunch (Opens in a new tab)