what's next for voice-activated devices & brand opportunities
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Voice-activated Devices & Brand Opportunities
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Rob Blackie Ritesh Patel
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TheInternetofthings
Connecting things in the home – Growing
Commercial Use of Mouse (Apple Lisa) 1983
Commercial Use of Window-Based GUI (Xerox Star) 1981
Commercial Use of Mobile Computing (PalmPilot)
1996
Touch + Camera - based Mobile Computing (iPhone 2G)
2007
Portable Computer (IBM 5100) 1975
Voice on Mobile (Siri) 2011
Voice on Connected / Ambient Devices (Amazon Echo) 2014
The evolution of human computer interfaces
VoiceisEverywhere
Source:MindMeldTIME
2005 2010 2015 2020
0B
100B
200B
300B
K E YWORD S E A RCH E S
VO I C E S EA RCH E S
WORLDWIDESEARCHESPERMONTH
In2014,voicesearchtrafficwasnegligible.Todayitexceeds10%ofallsearchtraffic.
Virtualassistantsexceed50Bvoicesearchespermonth.
AmazonEchobecamethefastest-sellingBluetoothspeakerinhistory.
By2020,over200billionsearchespermonthwillbedonewithvoice.
Voiceisfastbecomingthenewstandard
By2018,30%ofourinteractionswithtechnologywillbethrough
conversationswithsmartmachines
Source:DesignNews:“UXDesign:TheAgeofVoiceIsHere
30%OFINTERACTIONS
VoiceDigitalAssistantB2C2021RevenueProjections
Source:Tractica:VirtualDigitalAssistantsReportAugust2016
$11.7BN/YR
AlexaSkillsIncreasingRapidlyGrowingover350%fromSept
2015–Nov2016
OVER350%GROWTH
Source:BergInsight
VoiceisPowerful
ConnectedHomeInstallBase2017Projectionsdrivingover
$12BNinRevenue/Year
45MMHOMES
WelcometoyourECHOJourneyAlexa is the brain behind Amazon Echo, Echo Dot, Echo Show and other Alexa Devices. Using Alexa is as simple as asking a question-just ask, and Alexa will
respond instantly. Alexa lives in the cloud so it’s always getting smarter, and updates are delivered to your devices automatically. Here are some of the ways Alexa can make your life easier and more fun.
Meet Alexa
Music&
Entertainment
Calling &
Messaging
News&
Information
Questions&
Answers
Help Around the House
SmartHome
Fun&
Games
Shopping AlexaSkills
Peoplepoweringinnovation
“Ipersonallylovethemultiplealarms,sincetheyarethefirstthingwedoeachmorning,settingthemformedicationtimes.Itistheperfectreminder!“
“Theothernight,IfoundGaryplayinghisownversionofamemorygamewithAlexa.Hewastryingtocomeupwithsongsherememberedandhadn'theardforawhileandwouldaskhertoplaythem.”
“Weusetheshoppinglistfeaturealot,andmyhusbandhasaddedthingstothelistthatheremembered,whileIwasalreadyatthestore.ShouldImentionheaddsthingslikechocolatebarswhenI'mnotlooking?”
ECHO is a Big Win for Voice Interfaces
• Morethan11millionECHOunitshavesoldsinceit’sdebut
• IntegrationswithECHOarefastandnumerous,it’sflexible,dependableandintegrateseasilywithotherproducts
• TranscendsintoAmazonretailseamlessly
• AmazonECHO’stechnologyhasevenbeenadaptedbyFordMotorstobuildtheassistantintotheirnewcars
• AmazonPrimeDay7/11/2017sawrecordsalesandthemostpopularpurchasewastheECHODot
15KPUBL I SHED S K I L L S
OVER
AllenabledbytheAlexaapp,voice,orAmazon.com
Brandedskillsprovidecustomerswith:
seamlessinteractionwithyourbrandorIPthroughvoice.
accesstoproduct-relevantinformation.
tipsandtricksforproductuse.
anewwaytoorderandpurchaseproducts.
Fromentertainingexperiences,consumersareinteractingwiththousandsofthird-partyskillseveryday
CompanionApp
• Registeradevice• Viewandmanage
actions• Linkthirdpartyaccounts• Viewlists• Enable/Disableskills
PopularSkillsCategories
S M A R T H O M E C O N N E C T E D C A R S P O R T S E N T E R T A I N M E N T
E D U C A T I O N & R E F E R E N C E
H E A L T H & F I T N E S S
T R A V E L F O O D & D R I N K L I F E S T Y L EF I N A N C E
CONSUMERJOURNEY
IusetheUberskilltorequestaridetomy
spinningclass.
IusetheNYCSubwayStatusskilltocheck
thetrainscheduleandfindthattherearesignificant
delays.
IaskAlexafortheweather,andthemorningNPR
headlines.
ADayintheLifeofanAlexaUserA F T E R N O O N E V E N I N GMO R N I N G
CONSUMERJOURNEY
Iusethe1-800FlowersSkilltoorderflowersformymom’sbirthday
nextweek.
Duringlunch,Ispillsomepizzasauceonmyshirt,IusetheTide
skilltoforstainremovalinstruction.
Alunchtime,IusetheDominoesSkillto
orderpizza.
WhenIreturnhome,IusethePhillipsSkilltoturnonthelivingroom
lights.
IusetheUberskilltorequestaridetomy
spinningclass.
IusetheNYCSubwayStatusskilltocheck
thetrainscheduleandfindthattherearesignificant
delays.
IaskAlexafortheweather,andthemorningNPR
headlines.
Imagine-ADayintheLifeofanAlexaUserA F T E R N O O N E V E N I N GMO R N I N G
CONSUMERJOURNEY
IusetheCampbell’sKitchenskilltofindarecipetomake
fordinner.
IusethePatrónskilltofindabeveragerecipetopairwithmydinner.
IusetheUberskilltorequestaridetomy
spinningclass.
IusetheNYCSubwayStatusskilltocheck
thetrainscheduleandfindthattherearesignificant
delays.
IaskAlexafortheweather,andthemorningNPR
headlines.
IaskusetheYahooFantasyFootballskill
tocheck onmymatchup.
WhileIenjoymymeal,IusetheSpotifyskilltoplay
somerelaxingmusic.
A F T E R N O O N E V E N I N GMO R N I N G
Iusethe1-800FlowersSkilltoorderflowersformymom’sbirthday
nextweek.
Duringlunch,Ispillsomepizzasauceonmyshirt,IusetheTide
skilltoforstainremovalinstruction.
Alunchtime,IusetheDominoesSkillto
orderpizza.
WhenIreturnhome,IusethePhillipsSkilltoturnonthelivingroom
lights.
Imagine-ADayintheLifeofanAlexaUser
A F T E R N O O N E V E N I N GMO R N I N G
WhenIwakeup,IaskAlexa,what’sinthenews?
IusetheNationalRailskilltoplanmyroutetoworkandcheckifthere
aredelaysorcancellationsoftrains.
Imagine-AdayinthelifeofaUKConsumer
A F T E R N O O N E V E N I N GMO R N I N G
WhenIwakeup,IaskAlexa,what’sinthenews? WhenIreturnhome,I
usethePhillipsSkilltoturnoffthelivingroom
lights.
Alunchtime,IusetheJustEatSkilltoordermyfavoritefood.
BeforeIleavework,IusetheNestSkilltoraisethetemperatureinmyhouseby5degreessoit’stheperfecttemperaturewhenIarrivehome.
IusetheNationalRailskilltoplanmyroutetoworkandcheckifthere
aredelaysorcancellationsoftrains.
IusetheSkyScannerSkilltofindmethebest
flightpricesforanupcomingtrip.
Imagine-AdayinthelifeofaUKConsumer
A F T E R N O O N E V E N I N GMO R N I N G
WhenIwakeup,IaskAlexa,what’sinthenews? WhenIreturnhome,I
usethePhillipsSkilltoturnoffthelivingroom
lights.
Alunchtime,IusetheJustEatSkilltoordermyfavoritefood.
BeforeIleavework,IusetheNestSkilltoraisethetemperatureinmyhouseby5degreessoit’stheperfecttemperaturewhenIarrivehome.
IusetheNationalRailskilltoplanmyroutetoworkandcheckifthere
aredelaysorcancellationsoftrains.
IusetheJamieOliverskilltofindarecipeto
makefordinner.
IusetheSkyScannerSkilltofindmethebest
flightpricesforanupcomingtrip.
IaskusetheSkyNewsskilltocatchup
onmynightlynews.
Imagine-AdayinthelifeofaUKConsumer
FortheGeeks
AlexaFrameworksAlexaissupportedbytwopowerfulframeworks
ALEXA VOICE SERV ICE
UnparalleledDistribution:AVSallowsyourcontent tobeeverywhere
CreateGreatContent:ASKishowyouconnect toyourconsumer
ALEXA SK I L LS K IT
LivesInTheCloud
AutomatedSpeechRecognition(ASR)
NaturalLanguageUnderstanding(NLU)
AlwaysLearning
InsidetheAlexaSkillsKit(ASK)Here’showASKworks
AlexaIdentifiesSkill&RecognizesIntentThroughASR&NLU
YouPassBackaTextualorAudioResponse
YouPassBackaGraphicalResponse
AlexaConvertsText-to-Speech(TTS)&RendersGraphicalComponent
RespondtoIntentthroughText&Visual
AlexasendsCustomerIntenttoYourService
YourServiceprocessesRequest
UserMakesaRequest
AudioStreamissentuptoAlexa
Howcouldyougetstarted
DEFINEStartByAskingTheRightQuestions
Whatareconsumersmostinterestedin?
Whataretheirneedsfromyourbrandorservice?
Whatwillsurprise&delightthem?
Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusinessgoals?
HowtoGetStarted
DEFINEStartByAskingTheRightQuestions
DEPLOYDesign,Build&DeployYourSkill
Whatareyourconsumersmostinterestedin?
Whataretheirneedsfromyourbrandorservice?
Whatwillsurprise&delightthem?
Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusinessgoals?
Designyourexperiencetodrive theusertokeyconversionpoints.
Ensurebestpracticesinvoicedesignanddevelopmentarebakedintoyourskill.
DefineyourGoToMarketplan&utilizeyourownedchannelstopromoteittoyourcustomerbase.
HowtoGetStarted
DEFINEStartByAskingTheRightQuestions
DEPLOYDesign,Build&DeployYourSkill
OPTIMIZEListentoYourUsers&OptimizetheExperience
Whatareyourconsumersmostinterestedin?
Whataretheirneedsfromyourbrandorservice?
Whatwillsurprise&delightthem?
Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusinessgoals?
Designyourexperiencetodrive theusertokeyconversionpoints.
Ensurebestpracticesinvoicedesignanddevelopmentarebakedintoyourskill.
DefineyourGoToMarketplan&utilizeyourownedchannelstopromoteittoyourcustomerbase.
Reviewandutilizeanalyticsandreviewstoenhancetheskill
Monitorreviewsandrespond toconsumers&helpaddress theirinterests/challengesinutilizingyourskill
HowtoGetStarted
TheImportanceofStrongVUIDesign
An engaging Alexa skill starts with a well-designed voice experience. Ogilvy offers the creative expertise for building the voice user interface (VUI) to help create great experiences and simplifies skill development and Amazon® required skill certification.
OurpartnershipwithAmazonprovidesaplantotakeyourprojectsfrominceptiontolaunchwithahonedprocessthatincludesmultipletouch-pointswiththeAlexateam.
START
END
VOICEEXPERIENCEDESIGN
2TESTING&CERTIFICATION
ThePlan 1
3DEVELOPMENT
Ahigh-levelframeworktohelpgetyoustarted
START
END
2DEVELOPMENT
TESTING&CERTIFICATION
ThePlan 1
3
EstablishStrategic&CreativeDirection
DevelopUserFlows&Scripts
PrepareUtterances&Responses
~4–8Weeks
VOICEEXPERIENCEDESIGNAhigh-levelframeworktohelpgetyou
started
START
END
2TESTING&CERTIFICATION
ThePlan 1
3
EstablishStrategic&CreativeDirection
DevelopUserFlows&Scripts
PrepareUtterances&Responses
~4–8Weeks
VOICEEXPERIENCEDESIGN
DEVELOPMENTBringtheSkilltoLife
PerformQATesting
PrepareSkillforAmazonReview
~3-6Weeks
Ahigh-levelframeworktohelpgetyoustarted
START
END
2
DEVELOPMENTBringtheSkilltoLife
PerformQATesting
PrepareSkillforAmazonReview
~3–6WeeksTESTING&CERTIFICATION
InitialSkillCertification
Amazon&DeveloperTesting&Adjustments
Re-Certification&Deployment
~4Weeks
ThePlan 1
3
EstablishStrategic&CreativeDirection
DevelopUserFlows&Scripts
PrepareUtterances&Responses
~4–8Weeks
VOICEEXPERIENCEDESIGNAhigh-levelframeworktohelpgetyou
started
Insights&HighlightsInspirationfrombrandswho’vebuiltAlexaskills
“CanYouMakeMeaDrink?”Bringingthebrainsofthebartenderhome.
“HowBigIsMyBabyThisWeek?”Helpinginformexpectantparents.
“WhatKindofDogIsRightForMe?”Connectingpeoplewiththeperfectpet.
Patrónknowstequila,hasgreatrecipesandhasgreattipsonmixingdrinksatitsfingertips.
Thebrandbuiltavoiceexperiencethatbringsthecomfortofagooddrinktothecomfortofitsconsumers’homes…andputatheknowledgeofabartenderatthetipofitsusers’tongues.
BabyCenter,trustedbyover300millionmoms,isagotosourcetohelpinformparentsastheycountdowntotheirbaby’sarrival.
Weeklyupdatesandhelpfultipstiedtofetaldevelopment—customizedtotheparent’sduedate—helpconnectparentswiththeirlittleone’sandhearwhattoexpectastheirbabygrows.
Purina’sbeenpartofthepassionateabouttheliveswesharewithourcaninecompanions,andbelievespetsandpeoplearebettertogether.
Thebrandbuiltavoiceexperiencetohelpconnectthoselookingforadogwiththebreedinformationtheyneedtochoosetheperfectcompanionsuitedtotheirlifestyle.
Sowhatcanyoudo
Things developed in the Ogilvy Innovation Lab
Questions!
Rob Blackie Ritesh Patel [email protected]