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The hottest news in town from the past 24 hours must be the launch of the latest Google device: the Nexus 5. And the much anticipated Android Katkit 4.4.

As excited as any Nexus fans out there, I ordered one as soon as it became available in the  Google Play store.

Google Nexus 5

Reading through the feature list of the latest version of Android, one thing in particular grabbed my attention more than any other: the smarter caller ID.

Wherever you get a call from a phone number that’s not in your contacts, your phone will look for matches from businesses with local listings on Google Maps.

Android - 4.4 KitKat

It means the receiver will be much more informed about who is calling them, rather than just seeing a phone number. This could go one of two ways: the number of times people hanging up on you might increase, or people might feel more inclined to answer the call due to the extra information popping up on the caller ID. The people that answer your calls will be more likely to engage with you, and, conversion rates are more likely to improve.

If there was any reason for you not to claim and update your Google Map listings before, this new feature should sway your decision. Especially if you want to capitalise on your local market.

On the other hand, if you’re familiar with call tracking and the technology behind it, you’ll be aware that the tracking numbers usually placed on Google Map listings are different from the actual phone number for your office, and as a result of this, Google will not be able to match your caller ID with the Google Map listing. Therefore, this new feature brings opportunities for local businesses, but also produces challenges for call tracking technology and digital analysts alike.

Update:
Since the Nexus 5 has arrived, I’ve ran couple of test of this new feature, below is a screenshot of incoming call from office landline. Looking pretty cool!
Android Kitkat Screenshot Receptional