Glance Brings Android Lockscreen Content Platform to US with Google Backing

Glance’s Lockscreen Platform Expands to the U.S. Market

Pilot Program with Motorola and Verizon

Glance, a prominent lockscreen platform provider for Android devices, is making strides towards entering the U.S. market. The Indian startup has initiated a pilot program in collaboration with Motorola and Verizon, with intentions to fully launch in the country later this year, according to sources familiar with the matter.

Impressive Global Reach and Personalized User Experience

Headquartered in Bengaluru and backed by investors such as Google and Jio Platforms, Glance has already established a strong presence in India, Southeast Asia, and Japan. Sources reveal that Glance’s lockscreen platform currently reaches over 450 million smartphones, with about 300 million active users. The platform delivers a personalized feed of news, events, sports updates, media content, and interactive games directly to users’ lockscreens without the need for additional app installations.

Privacy-Focused Approach and AI-Powered Enhancements

Glance prioritizes user privacy by refraining from collecting personal data, instead relying on usage patterns to inform its recommendation engine. Additionally, the startup is collaborating with Qualcomm to develop a unique AI-powered lockscreen experience. If this partnership comes to fruition, it will enable Glance to significantly reduce data consumption for its personalized feed and shift much of the processing to on-device.

Ad-Free Experience and Easy Removal

In the U.S. market, Glance plans to offer an ad-free lockscreen experience, according to a source. While the platform comes pre-installed on devices, users can easily remove it if desired.

Lockscreens as a Differentiator for Smartphone Manufacturers

As Android smartphone manufacturers face increasing pressure to boost revenue amidst intense competition and slim profit margins, many have recognized the potential of Glance’s lockscreen platform as a powerful tool for differentiation. Industry executives highlight the growing importance of lockscreens and other non-app screens as crucial real estate for smartphone vendors and brands.

“‘Surfaces’ exist even today, driven by 3 types of players — OEM-driven, OS-driven, and surface-first innovation driven. Players like Glance are the most interesting of the lot w.r.t. innovation in AI deployed, to serve relevant content for a user every single time.”

Partnerships and Expansion Plans in the U.S.

For its U.S. expansion, Glance intends to partner with additional telecom operators and brands such as CNN and the NBA, according to sources who requested anonymity due to the private nature of the details. The recently launched Moto G Power smartphone in the U.S. already features Glance’s platform.

Proven Success in Driving User Engagement and App Installations

Glance’s lockscreen technology has already demonstrated success in driving user engagement and app installations for brand partners. A nine-week partnership with Indian streaming service JioCinema last year resulted in 9 million incremental app installs from over 100 million unique impressions, as reported by BCG. The campaign also targeted dormant users, leading to a 12.5% increase in app opens and converting the install base into daily active users.

As Glance continues to expand its presence in the U.S. market, it aims to replicate its success in driving user engagement and app installations for its brand partners, while providing a personalized and ad-free lockscreen experience for users.