VMA - Paris, October 2001 Michaela Stuhrmann E-Plus Mobilfunk GmbH & Co. KG Voice Portals, Unified...

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VMA - Paris, October 2001

Michaela Stuhrmann

E-Plus Mobilfunk GmbH & Co. KG

Voice Portals, Unified Messaging and other applications:Key factors for a successful integration

Key factors for a successful integration

The E-Plus Voice Portal (E.V.A. = E-Plus Voice Assistent)is a single voice-activated point of access, which connects the user to multiple applications and content sites

SMS WAP WEBVoice

Serviceportfolio

Way of access

E.V.A. completes the multi-access strategy

Applications / Content

... the user accepts it as an additional way of access beside Web, WAP and SMS to the Serviceportfolio

... the voice portal is part of the Mobile Portal Strategy

... the “right” applications and content services are integrated

... the integrated applications and content services are also fully voice-enabled

... the technical possibilities fits the user expectation

The success of E.V.A. depends on the fact, that ...

VoicePortal

Platform

Technical point of view

• The main technologies behind voice portals are text-to-speech (TTS), speech recognition (SR) and speaker verification (SV):

Technical point of view

• The challenge is to enable the Voice Portal to understand natural language rather than only single words

• Speaker verification is used in conjunction with Speech Recognition to increase the efficiency of the system and reduce misinterpretation

• To hide technical limitations the following techniques should be employed:

– use questions which are structured so that the possible responses of the users are limited to a certain number

– explain the user, that he is talking with a machine and not a live agent; then he will tend to speak slower and clearer

– use prerecorded audio as much as possible

Personalization

There are three main marketing issues, which are responsible fora successful Voice Portal integration of applications and content services:

Marketing point of view

NavigationService-portfolio

Serviceportfolio

• There are specific applications and content services that are especially appropriate for voice access

• Key Voice Portal opportunities lie in the telematics and mobility space

• In-car use will be a key segment for the usage of voice portal applications

• Criteria for using Voice to access specific services are:

– Hands-Free/Eyes-Free (Travel/Navigation services, PIM)

– Efficiency (Dictating emails, voice dialer, v-commerce)

– Enriching content (horoscopes, sports, music, cinema)

– Privacy/Security (v-commerce, banking, brokerage)

Note: erotic, flirt, fun applications (jingles,..) are generally underestimated because of the interview situation

Interest (Base: all)

Travel/Traffic

Mail / Community

Location Based Services

news / Info.

Weather

Finance

Shopping

Jingles/Pics

Fun / GamesAuctions /Ticket

Flirt/Chat

Yellow Press

Erotic

Revenue streams

Targeting

Attract

Second priority

average attraction of services

0 10 20 30 40 50 60 70 80

Market Potential of Mobile Portals, October 2001 by TNS EMNID Telecommunication&IT.

Serviceportfolio

• Most attractive content services are location based services and travel/traffic services; finance, news and weather have also a certain potential

• Personal Information Management (PIM) services including calendar, address book, email and unified messaging will be key applications

• These kind of personal communication services will be the driver for users to access also other services by voice

• Reasons for a low usage:

– People have to get used to Speech Recognition; in the first weeks

a lot of the callers did not say a word

– People are only interested in a few services so they also use only a limited amount of services

• An intuitive navigation is the key for a higher acceptance and usage

• Offer an easy service to increase your targetgroup and the calling activity

Navigation

• Content personalization enhances the user’s experience and creates sticky content which decreases the churn rate

• With personalization the handset is more than a pure communication device; it becomes a personal information device

• Allow the user to synchronize their central address bookvia voice, Web or WAP

Personalization

Thank you very much

for your attention!

Any questions?

Key factors for a successful integrationBackup information

E-Plus Shareholder

22,5%22,5%

77,5%77,5%

VMA - Paris, October 2001 Michaela Stuhrmann E-Plus Mobilfunk GmbH & Co. KG Voice Portals, Unified...

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