updated 08:25 am EST, Sat December 14, 2013
Google looking to push Chromecast into new TV standard
Google is looking to expand its Chromecast streaming device from a simple television attachment into an international brand. This according to Gigaom, which quoted Google's vice president of product management, Mario Queiroz, in saying that Google has big plans for its diminutive streaming attachment. Reportedly, Google plans to greatly increase both the number of apps and services that work with the attachment, as well as the features developers can have access to.
Queiroz said that Google's plan is to make Chromecast available around the world ahead of a push to have publishers in other countries make their apps compatible with the device. Google, Queiroz said, would like to make the device the basis of an international streaming standard.
"We are going to be launching in a number of international markets," Queiroz said. "There will be an expectation from consumers that any and every app will be 'castable.'"
To that end, Google plans to continue development of an open SDK for the Chromecast standard. Already, Google has added compatibility with Vevo, Plex, and a number of other apps. The SDK is, as yet, incomplete, but Queiroz says that "hundreds of developers" have signed up to add compatibility to their apps.
With Chromecast off to a solid start, Google will look to bring the streaming and mirroring capability to other devices. Google hopes to bring what Queiroz referred to as "Google Cast" to devices made by other manufacturers.
Queiroz said that Google had intended to build a very simple device, a fact many say shows in the device's design and cost. Priced at just $35, the Chromecast quickly exhausted supply once it went on sale, and the bundled free Netflix subscription had to be removed as a throw-in offer for a time until Netflix could generate more codes to meet demand.
Chromecast was a rare success for Google in television attachments, as the company has apparently failed spectacularly in its other efforts. The Google TV initiative, which saw so-called Smart TVs connected to Google services and apps, has so far failed to take off in the consumer market, and it trails Apple's Apple TV and even smaller players like Roku in terms of representation in the market.
Google appears on the verge of a larger push into the living room, and Chromecast may be the tip of the search giant's spear in this next phase. Alongside Chromecast, Google is said to be prepping a Google TV rebranding, abandoning that languishing standard and instead attempting to leverage the far more popular Android brand under an initiative dubbed Android TV.