Since breaking into his own product, Google was the pictures on a roll a little bit as far as adding new features quickly. One such feature is rolling out today – shared albums. I played around with the feature that was originally announced back in the event of Google in September for a week and that is exactly what you expect to share photos in the album with anyone you want. There are a few twists that make this dead simple.

feature is rolling out now on IOS, Android and the Web.

I chatted with Google Lead Product Photos, David Lieb, about shared albums and the reasons why they are such an important feature to come out in the wild … especially before the holidays.

Lieb and I talked about the different types of photo sharing is popular and a lot of it going on in social networks, though selectively. Lieb said to me:

At one end of the spectrum you see the photo sharing on social networks. It is extremely popular. You choose your most desired picture and you get a lot of these you feel good. At the other end you have 1-1 interviews with people in WhatsApp, Hangouts, messages, etc. you take photos of things that you could buy for dinner, or ask people “should I buy this dress?” But if you look at where most of the pictures we take sit on this spectrum, it is somewhere in the middle of those two.

This is true. Most of the photos you take to remain locked on the film waiting for that moment where he fits contextually on Facebook or Twitter. At least this is how I use my photos. I either take and share immediately or they fell into the black hole that is my phone. Google Photos (among others as UpThere before Dropbox) wanted to turn this black hole in the core. General Albums allows you to throw a photo album, to invite people to watch them, or even add your own. People should not have a Google Account or any application for viewing photos you share with them. To add to their own, they just need to create an account on Google.

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Select the photo you want to share, create a new album or add to an existing

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After you share the album with the people, their heads pop up as you will see in Google Drive or other product applications. This is a reminder of who you invite. Permit others to add photos to an album as simple as switching on or off. Lieb says me Photos team took special care to make sure the function was as simple to use as possible, and no one will ever use it

It should be very easy to use this product. Many startups have tried to solve the problem, but failed. Friction is too high.

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In fact, Lieb worked on a product before it was acquired, it was quite similar, called Flock.

One of the most popular feature set in Google Photos of everything that happens in the “Assistant” tab. Right now, the pictures that are shared in the album do not get any special treatment, but hopefully this will change. Imagine sharing a few pictures of your friends and family do the same, and then boom … you have a killer collage or animation from various points of view. It is certainly feasible, and when you think about the possibilities for video, the latest FlyLabs Google’s acquisition could be very useful for all this.

General Albums Photos for Google rolls out today, along with support Chromecast so you can check the specified albums on your television.