Google’s Quiet New Service: Google Currents

Google CurrentsGoogle has been announcing so many new services lately that no one seems to be surprised when a new product comes out. Some projects die, some become successful.

Last week, a new service called Google Currents was released in the wild. According to Google, this new service will expand its content services and will let users “explore online magazines and other content with the swipe of a finger.” For now, it’s available for Android, iPads, and iPhones.

But how does it work? At launch, you can see a range of publications (more than 180 titles, including CNET, AllThingsD, Forbes, Saveur, PBS, Huffington Post, Fast Company). After you choose your sources, Currents starts to download the most recent articles from them. Whenever you want to add or remove a source, you can do it from the Library section. The tab Trending will display the hottest content across the Web, ordered by categories.

Whether you are using a phone or a tablet, content is “optimized to allow you to intuitively navigate between words, pictures, and video on large and small screens alike, even if you’re offline.” The difference is that if you are using Currents on a bigger screen device-tablet, you will see large photo banners, close to a magazine experience, while on a smartphone you will see smaller icons and titles.

Google Currents

Google also help publishers who want to put their own website on Currents. They built a “self-service platform that gives publishers the flexibility to design, brand, and customize their Web content.” Google+ is built inside Currents, making it easy to share articles or videos in your Circles. It will be great if Google expands this feature to Facebook or Twitter, but don’t bet on it. Google Currents is also supporting Analytics, which gives publishers a closer look at “consumers’ content preferences, device use, and geographic distribution.”

Google Currents is available now for U.S. Android and iPhone iPad users. Unfortunately, the rest of the world will have to wait a little longer.