Photos and videos. We have gigabytes of images stored across various devices and they remain largely unorganized. Google now has  a solution – Google Photo that allows for free, unlimited storage of photos and videos for Android, IOS and desktop devices. It is available on Google Play and Apple store starting today.

Google made the announcement at its Google I/O conference that is currently underway in San Francisco. Anil Sabhrawal, head of Google Photo, gave a demo of the product. He took a selfie and shared it on Twitter. Sharing is a big part of the photos and videos we take. He repeatedly underscored that you can keep these photos and videos private and not share it publicly, unless you chose to do so.

The app organizes photos by people and places, and you don’t need to tag it. Google takes care of it. You can store photos upto 16 megpixel resolution.

I can see how Google Photo will instantly appeal to users because of what it offers: unlimited storage and automatic organization of your photos and videos.With Google Photo, Facebook now has a clear challenge. For many of us, Facebook (after Flickr lost its way) was the place to store and share our photos and videos. It will be interesting to see how consumers adapt to Google Play.

And one more thing, your photos and videos are automatically backed up.