Google Play Services 5.0 Now Available Globally
Google Wallet also gets new capabilities in Play Services 5.0, which aims to help developers further monetize their apps creations. "Wallet objects from Google take physical objects (like loyalty cards, offers) from your wallet and store them in the cloud," the post states. "In this release, Wallet adds 'Save to Wallet' button support for offers. When a user clicks 'Save to Wallet,' the offer gets saved and shows up in the user's Google Wallet app. Geo-fenced in-store notifications prompt the user to show and scan digital cards at point-of-sale, driving higher redemption. This also frees the user from having to carry around offers and loyalty cards." Updated and expanded analytics for apps developers are also included in the new release, providing more information about buyers and their purchasing activity, including their viewing of product details, shopping carts, transactions, refunds and more. "Together, they help users gain deeper insights into the performance of their business, including how far users progress through the shopping funnel and where they are abandoning in the purchase process. Enhanced Ecommerce also allows users to analyze the effectiveness of their marketing and merchandising efforts, including the impact of internal promotions, coupons and affiliate marketing programs." Google last updated Play Services in May 2014 when it released Play Services 4.4, giving app developers new features including in-app Street View imagery capabilities and the ability for apps to recognize the activities of users. Version 4.1 of Google Play services was released in January 2014, according to an eWEEK report. That version included a wide swath of new features such as turn-based multiplayer support and improved battery-life capabilities. It also included a preliminary API for integrating Google Drive into apps. Under Version 4.1, the Google Mobile Ads SDK fully supported DoubleClick for Publishers, DoubleClick Ad Exchange and Search Ads for Mobile Apps, which means that developers can use a new publisher-provided location API to provide Google with a user's location for ad serving placement on mobile devices. Version 4.1 also provided improved integration with Google+, which makes it easier for users to share with their friends from their apps.
Google Play Games, which is Google's gaming platform for Android and iOS devices and for the Web, was introduced by the company in early 2013.