Call Genie Product _ Market Evolution by wuyunyi

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									Voice Automation
Done Right
September 2010
Phil Voelker
VP Sales NA
(O) 402-496-5381
Phil.voelker@callgenie.com
                                       Agenda




  Call Genie
  Choose the right technology
  Strike a balance on automation
  Present rich results
  Exploit advertising opportunities




Voice Automation Done Right                     2
                                                                        Call Genie
                                                                 Value proposition



Great User Experience                                          Great Advertising Result




                                         Local




                                Mobile           Advertising




  Voice Automation Done Right                                                        3
                                       Call Genie
                              Selected customers



                              kgb_




Voice Automation Done Right                         4
                                                                             Call Genie
                                                           Automated DA search & results




Category Search                   Name Search                  Unified Search          Results read-out




            CG Interact Mobile                  CG Directory                CG Ad Exchange




    Voice Automation Done Right                                                                           5
                                            New speech recognition technology
                                               Breakthrough in accuracy levels



        App 1
                                                      Massive         Automated
                                 Audio +             Vocabulary       continuous
                              CLID, Query id                         improvement


 App 2
                                                      Statistical
                                                      Language
                                     Text
                                                      Modelling



          App 3
                                                                       All clients
                                Accuracy             Mobile CLID      benefit from
                                feedback               Voice         improvement
                                                      Profiles



Voice Automation Done Right                                                          6
                                                       Consumer expectations –
                                               Striking a balance on automation




Results                        Mostly           Fully               Fully
presentation                 Automated       Automated           Automated




City / state,                  Semi-           Mostly               Fully
listing type                 Automated       Automated           Automated



Name or
                             Basic,            Semi-               Mostly
category
                        Immediate fallback   Automated           Automated
search


                            Premium          Low-cost               Free DA


         Voice Automation Done Right                                              7
                                            Speech Recognition dialog states
                                         Simple business name search dialog


    City / state,                 Business name                   Results
    listing type                      search                    presentation

                                                            O.k. Home Hardware in
                                 Do you know the name
    Welcome to                                                    Rosedale is
                                    or do you want a
Directory Assistance                                           at 705-123-4567
                                   type of business?
                                                             that is 705-123-4567




       What city                     What is the              Would you like that
      and state?                   business name?             as a text message?




    Do you want a
                                   Do you know the           Thank you for using
business, residence or
                                   neighbourhood?            Directory Assistance
 government listing?




   Voice Automation Done Right                                                      8
                                                   Speech Recognition dialog states
                                                    Simple business category dialog


                        Business category                                Results
                             search                                    presentation

                                                                    O.k. Speedy Muffler in
Do you know the name                 What part of the city …             Rosedale is
   or do you want a                     or anywhere?                  at 705-123-4567
  type of business?
                                                                    that is 705-123-4567




    What type of                     There are more than five        Would you like that
     business?                         auto repair shop in           as a text message?
                                     Rosedale. Here are the
                                            first four:
                                    1. Speedy Muffler
                                    2. Del Mastro Mazda
 Is that auto rentals,              3. Henderson’s Garage           Thank you for using
    auto dealers or                 4. Station Auto Services        Directory Assistance
     auto repair?




   Voice Automation Done Right                                                               9
                                                     Hybrid operator assisted plus
                                                              automated read-out


Operator determines              Automated selection              Automated Results
  what and where                from matching entries                presentation

                                                                  O.k. Speedy Muffler in
                                                                       Rosedale is
                                                                    at 705-123-4567
                                                                  that is 705-123-4567



                                There are more than five           Would you like that
                                  auto repair shop in              as a text message?
                                Rosedale. Here are the
                                       first four:
                                1. Speedy Muffler
                                2. Del Mastro Mazda
                                3. Henderson’s Garage              Thank you for using
                                4. Station Auto Services           Directory Assistance




  Voice Automation Done Right                                                              10
                                         Presenting rich results
                                   Automation the natural choice



  The number is                  Address             High accuracy:
  705-123-4567
                                                        DTMF or
      that is
                                                       Basic ASR
  705-123-4567                     SMS


                                 Directions          Polite & patient
Would you like to                                       persona
1 Hear the address?                                 Rich information
2. Get that by text message        Hours
3. Get directions?
4. Hear hours of opening?
                                   Credit
5. Hear credit cards accepted?                       Text-to-speech
                                   cards
6. Get the number again?                                   plus
                                                   Concatenated audio
                                  Number



   Voice Automation Done Right                                          11
                                                          Advertising opportunity:
                                               Voice media: targeted and actionable
Narrow




                                                       Internet
Targeting




                                                                           Mobile
                                          TV                               phone

                  Billboard
Broad




                                                                            Uptake

            Voice Automation Done Right                                               12
                                                                 Advertising opportunity
                                                                    Subtle but affective


    Category search
                                                                           Advertiser
1. Pizza Pizza free                        Tagline
   delivery on all orders                                      Would you like to
2. Tony’s Pizza
3. Romero’s                          Priority placement        1 Hear the address?
                                                               2. Get that by text message
                                                               3. Get directions?
                                                               4. Hear hours of opening?
                                      Non-advertiser           5. Hear credit cards accepted?
                                                               6. Get the number again?
                              Would you like to

   Alternatives               1 Hear the address?
                              2. Get that by text message                           Text message
                              3. Hear other restaurants with
                                 specials?
 Complementary
                              4. Get a taxi?
                                                                                   Premium content
                              5. Get the number again?



     Voice Automation Done Right                                                                   13
                                                             Traffic Intercept
                                  Converting it to category search – with ads




         I’m sorry,              Called number
    That number is no                was in                Yellow Pages
     longer in service           Yellow Pages?           history database

                                     YES
                                     NO


                                  Would you like to
                                    find Directory
                                  check another
                                    bookstore in
                                 Assistance (a small
                                    Downsview?
                                   fee will apply)




                               Useful to consumer
                              Increased ad revenue



Voice Automation Done Right                                                      14
                                                Send to mobile: DA or Intercept
                                                Another advertising opportunity




                              Odeon cinema
                              1354 Broadway Heights               Complementary:
                              413-123-4567                        You may also be
                                                                    interested in
                              Click to get a taxi




                              Hometown Hardware
                              110 Elm Street                        Alternative:
                              413-234-5678                           You have
                              Home Hardware:                          a choice
                              Great prices – we Install !



Voice Automation Done Right                                                        15
                                       Wrap-up




  Call Genie
  Choose the right technology
  Strike a balance on automation
  Present rich results
  Exploit advertising opportunities




Voice Automation Done Right                      16
Thank
You!

								
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