Google Now became was one of the huge differentiators when Jelly Bean was released. It added all sorts of functionality to the Voice Search feature of Android. Google Now has been updated adding lots of features including Movies giving you easy access to showtimes and more, public alerts which I actually got to use some during Hurricane Issac  this week (it was super helpful as it alerted me when there were any type of area wide Warnings ie Tornado warning, Tornado watch, Flood warning ect), and one of the coolest features is the ability to add your favorite sports teams to follow real time. Not bad for a first update.