For an end-user this means that whatever information he shares through Google searches, Gmail, Google +, Picassa etc will be used to customize Google services for him. That the move is significant can be gauged from the fact that Google has provided a link to the new policy directly under its search engine on main page, something that the company rarely does. Google users will also be notified about the policy change through an email.
Whitten gave some example of how this information will be used. "We can make search better - figuring out what you really mean when you type in Apple, Jaguar or Pink. We can provide more relevant ads too," she wrote. "We can provide reminders that you're going to be late for a meeting based on your location , your calendar and an understanding of what the traffic is like that day. Or ensure that our spelling suggestions, even for your friends' names, are accurate because you've typed them before."
"I understand that Google collects the data so that it can build a 360 degree profile of a user and based on the information serve relevant advertisements . But there is no reason for them to store this data for long. Storing data makes it prone to misuse by authorities as well as corporations," said Abraham. Another, problem, he said is that different services are used for different purposes. "I don't want my bakery shop owner to know what kind of medicines Ibuy from the nearby medical store," said Abraham.