Column: Google has big plans for Google Now

As the war between Apple's and Google's mobile platforms rages on, factions on both sides have conceded the areas in which the other is victorious.

Android users have (or should) come to terms with the fact that Apple's tightly controlled OS has given way to greater UI consistency and uniformity among its apps, as well as far less instances of fragmentation. Concurrently, iPhone fans must (or should) admit that Android allows for better customization and control over how its phones perform, leading to superior functionality between the way apps can "talk" to one another.

And when it comes to virtual assistants, Google Now is the more qualified candidate.