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Google Unveils New Updates From Screen Reader To Guided Frame

Google has recently introduced a series of new features and updates that are designed to provide increased comfort and ease in everyday tasks for users.

Priyanka Kesarwani by Priyanka Kesarwani
October 26, 2023
in What’s Buzzing
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Google Unveils New Updates From Screen Reader To Guided Frame

Google is making a significant impact on millions globally by not only providing easy access to the Internet but also introducing a range of tools that enhance users’ online experiences and simplify everyday tasks.

The company’s commitment to making technology accessible is evident in its latest set of accessibility features and updates. These enhancements, designed with a focus on individuals with disabilities, aim to facilitate various activities such as walking directions, taking selfies, and searching for information on the internet.

These updates complement the recent accessibility improvements introduced in Android 14 and Wear OS 4, showcasing Google’s ongoing efforts to make technology inclusive and user-friendly.

New Features

1. Stair-Free Walking Routes

Google Maps now offers a convenient feature for pedestrians seeking stair-free routes, enhancing the existing wheelchair-accessible transit navigation. While designed to cater to wheelchair users, it proves beneficial for travelers burdened with heavy luggage or strollers. For those who have wheelchair accessibility already selected in transit preferences, the feature applies automatically. Alternatively, users can manually choose ‘Wheelchair-accessible’ under route options by tapping the three dots when requesting walking directions. This thoughtful addition adds versatility to Maps, ensuring inclusivity for various mobility needs.

2. Enhanced Camera Accessibility for Users with Low Vision

Google has upgraded its camera functionalities for improved accessibility, particularly benefiting users with low vision. The new Magnifier feature acts like a digital magnifying glass, enabling users to zoom in on objects. Developed in collaboration with the Royal National Institute of Blind People and the National Federation of the Blind, the app enhances detailed visibility and text legibility. Users can also customize brightness and contrast settings. Currently, the Magnifier app is accessible on Google Play for Pixel 5 and recent models, excluding the Pixel Fold.

3. Lens-Enabled Screen Reader Enhance Maps Accessibility

Formerly known as Search with Live View, the Lens in Maps feature combines AI and augmented reality, enabling users to explore unfamiliar areas and discover nearby places using their phone cameras. Google has enhanced this feature for users with vision impairment or low visibility by incorporating screen reader capabilities. While currently available on iOS devices, Google plans to introduce this functionality to Android later this year. Users can access it by tapping the camera icon in the search bar and lifting their phone, receiving audio feedback that describes nearby places, including their names, categories, and distances.

4. Accelerate Searches with Chrome’s Enhanced Address Bar

Google has extended its feature that identifies typos and suggests websites, now accessible on Chrome for Android and iOS. This innovation is particularly beneficial for individuals with dyslexia, language learners, and those prone to typos. Initially exclusive to Chrome desktop, this expansion ensures a seamless and user-friendly experience across devices.

5. Rolls Out Wheelchair Accessibility

Google has introduced a feature enabling users to discover wheelchair-accessible information for businesses on Maps. Now, users can easily identify places with features like stair-free entrances, accessible restrooms, seating, or parking through a wheelchair icon. This enhancement enhances the accessibility of information, making it convenient for users, especially those with mobility considerations. Accessible information is now available not only on Maps but also for Android Auto and cars equipped with integrated Google services.

6. Enhanced the Guided Frame

Google recently enhanced its Guided Frame feature, introduced earlier this month. The feature, designed to assist individuals who are blind or have low vision in capturing selfies, now goes beyond recognizing faces. With audio inputs, high-contrast animations, and haptic feedback, users can now capture images of pets, documents, or any occasion using both front and rear cameras. Initially available on the Pixel 8 series, it will extend to the Pixel 6+ later this year.

Have you tried new features of Google?

Also Read: How ‘Swifties’ Crashed Google By Solving A Puzzle 33 Million Times!

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

Consumers Are Our Biggest Advertisers: Pernod Ricard India’s Debasree Dasgupta On Surrogate Advertising

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