Look, which operates a lockscreen platform targetting Android smartphones, is setting its sights on the U.S. market. The Indian startup not too long ago commenced a pilot program in partnership with Motorola and Verizon within the U.S., with plans for a full launch within the nation later this 12 months, sources acquainted with the matter instructed TechCrunch.

The Bengaluru-headquartered startup, backed by traders together with Google and Jio Platforms, has already made vital inroads in India, Southeast Asia, and Japan, the place it expanded final 12 months. Look’s know-how delivers a custom-made feed of reports, native occasions, sports activities updates, media content material in addition to interactive video games on to customers’ lockscreens with out requiring them to put in further apps.

Android smartphone producers have confronted growing strain to spice up income lately amid fierce competitors and slim revenue margins on {hardware}. Initially, many of those firms sought out new income streams to complement their core enterprise. Nonetheless, as Look’s lockscreen platform gained traction, coupled with its privateness stance, a rising variety of smartphone makers have acknowledged its potential as a strong device for differentiation, business executives say.

Look doesn’t accumulate private knowledge of customers, as an alternative counting on utilization sample to tell its suggestion engine. It’s additionally working with Qualcomm to construct a singular AI-powered lockscreen expertise, based on one supply. That partnership, if it materializes, may also enable Look to considerably cut back the information it consumes for its customized feed and in addition transfer a lot of the processing to on-device.

Within the U.S., Look doesn’t plan to show advertisements on the lockscreen, based on one of many sources. Look ships pre-installed on the machine, however will be simply eliminated.

Lockscreen and different non-app screens have gotten essential real-estates for smartphone distributors and types. “‘Surfaces’ exist even in the present day, pushed by 3 sorts of gamers — OEM-driven, OS-driven, and surface-first innovation pushed,” BCG wrote in a current business report. “Gamers like Look are probably the most attention-grabbing of the lot w.r.t. innovation in AI deployed, to serve related content material for a person each single time.”

Look’s lockscreen platform in the present day reaches greater than 450 million smartphones and is lively on about 300 million of them, based on an individual acquainted with the matter.

Within the U.S., the eponymous startup plans to tie-up with extra telecom operators in addition to manufacturers together with CNN and the NBA, sources mentioned, requesting anonymity as the main points are personal. The not too long ago launched Moto G Energy smartphone within the U.S. shipped with Look’s platform. A Look spokesperson declined to remark.

Look has been eyeing to launch within the U.S. for at the very least two years, TechCrunch earlier reported. It’s not clear why it didn’t launch within the U.S. sooner.

The Indian startup’s lockscreen know-how has already confirmed profitable in driving person engagement and app installations for model companions. A nine-week partnership with Indian streaming service JioCinema final 12 months resulted in 9 million incremental app installs from over 100 million distinctive impressions, BCG wrote. The marketing campaign additionally focused dormant customers, resulting in a 12.5% improve in app opens and changing the set up base into day by day lively customers, the report added.