Date post: | 09-May-2015 |
Category: |
Technology |
Upload: | momobangalore |
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Speech & Search – Impact on VAS Revenues
MOMO Bangalore
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Emerging Markets Landscape
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Closer Look on the Emerging Markets
455 million455 million
Common IssuesOn mobile phone adoption & usage
LOW COST!
DifferentInformation Needs
GeographicChallenges
MultipleLanguages Price
Sensitivity
SMS > Voice Calls
Limited MobileNetwork Coverage
Prepaid > Postpaid
Illiteracy
Total Addressable Market =
Market data from Vital Wave™ Consulting
Can I increase myincome through my
phone?
LimitedCash Flow
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India’s Existing and New Mobile Market Segments:Existing and Upcoming Segments
New Upcoming Segment – the nextBillion
• New consumer: mix of urban and rural
• Needs are for low cost handset and
voice
• “Connect me”
• By 2011
– will grow to 500 million in 3 years,
at a CAGR of 35%
• Driven by Voice
– enhanced with income-increasing
data services and infotainment
– support for local languages and
voice navigation
• VAS offering – speech and smsbased applications in vernacularlanguages
Existing Market Segment – want more
• Saturated market: mix of
business and youth
• Future needs go beyond Voice
and P2P SMS
• “Give me more”
• By 2011
– will grow to 150 million in years, at
CAGR of 15%
• Driven by data services
– complement with superior user
experience
– support for rich media and user
generated content
• VAS offering - Search
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VAS and Rural Telephony – The UpComing Segment
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This is the newmarket!
• Public service announcements (partner with Gov’t/NGOs)• Basic education
• Basic health
• Food, water, shelter
• Lower voice and service costs (new business and financingmodels)
• Mobile education applications/modules
• Access to job opportunities, vocational skills programs
• Agriculture/economic development solutions
• Money
• Employment/jobopportunities
• Education/skills
• Aspirations / status symbol
• Insurance
• Text (SMS/MMS, IM, Bluetooth), photo exchange, social networking
• Conducting financial or other transactions over mobile
• Security
• Belonging/communications
• Time with family
• Phone design/colors, ringtones
• Ringtones, emoticons, wallpapers, personalized screen themes
• Gaming, watch TV/movies, listen to music/radio, downloadnews/information over the mobile
• Coolness/status
• Individuality
• Fun/entertainment
Appropriate Mobile SolutionsSubscriber Basic Needs
Different Approach for Low-Income Markets
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This is thenew market!
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Lack of additionalincome opportunities
Lack of additionalincome opportunities
Lack of basicinformation
Prices, weather,inputs, techniques
Lack of basicinformation
Prices, weather,inputs, techniques
Pain pointsPain points Potential ServicesPotential Services
Note: 2008 data Source: FAO database; China rural statistical yearbook 2008; BCG analysis
Target segmentTarget segment
516M
803M
43%58%
AgricultureTotal workforce
Suppliers / buyers
Info dissemination
Suppliers / buyers
Info dissemination
Customizedagricultureinformation
Customizedagricultureinformation
Local informationand news
Local informationand news
Product informationmessages
Product informationmessages
Example of UpComing Segment: The MeraNokiaAgriculture service in Maharashtra
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Opportunity in Rural – the untapped market
• A huge proportion of the population is illiterate
– Growth from rural sector (700m people) eg. Vernacular messaging and speech in vernacularlanguages
– IFFCO/Airtel venture; ITC E Choupal; Reuters Market Light.
– According to Gartner, the village is not what it used to be: 70% of India’s population, 56% ofincome, 64% of expenditure and 33% of savings come from rural India.
• Mobile information service for farmers
• Reuters-RML has 300K three months subscription; Nano Ganesh (mobile information portal) at USD15 to USD 30 has 50000 customers
• Challenge: Not enough handsets with vernacular messaging capability
• Challenge: None of the speech engines in the market currently is tuned for rural dialects; Nuance hasHindi and Indian English; Indian rural dialect should be available in NMSP and NVC
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India – Linguistic Geographies
Punjabi
Gujarati
Marathi
Malayalam
Bengali
Hindi
Telegu
Tamil
Kannada
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Relevance of Search
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Current Mobile Landscape – Operator Challenges
• Aggressive voice pricing plans have been placing downward pressure onsubscriber ARPUs
– Bharti Airtel and Reliance recently announced unlimited local, long distance androaming voice plans
– Operators seek to leverage mobile data services to offset declining voice ARPU
• Mobile internet consumption is evolving beyond brief transactions (weather,sports scores), to more time intensive interactions (mobile banking, travelplanning, social networking)
– In Mar 08, Reliance, along with Corporation Bank, launched mobile bankingservices that enable account balance inquiries, check status queries and fundtransfers via mobile handsets
– Operators desire efficient marketing vehicles to promote new data value addedservices
• Existing consumer frustration with accessing Customer Care cells (primarilydue to occasional network congestion)
– Frustration heightened among Pre-pay subs (_% total subscribers) who experiencelonger wait times in Customer Care call queues
– Operators seek to improve subscriber satisfaction while lowering Customer Carecosts
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1 CMO Council: Feb. 2007 Global Mobile Mindset Audit™2 Mobile Marketing Association3 eBrain Market Research, July 2006
Market View:
Addressing a Growing Problem
Simultaneously On the Rise
Demand forAdvanced Features
“Feature Fatigue”
Consumers want
• More features
• More data access
• More productivity
#1 complaint: “Too manyfunctions I did not use”1
89% of users: Never useor don’t know how to usemobile search2
84% of users: Wantfeatures that save time3
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What if?
• You could increase traffic to your portal by simplifying access to it...
• You could efficiently expose value added content and services to yoursubscriber base to drive awareness and trial...
• Increase your mobile advertising revenue by delivering more impressionsto ad supported pages on your portal…
• You could migrate transactional data users to higher ARPU data plans bypromoting deeper discovery of premium downloadable content andincentivizing impulse purchases…
• You could improve customer satisfaction and reduce churn byempowering your subscribers to maximize the utility of feature richhandsets and on your network…
• Reduce your CRM costs by diverting Customer Care calls to your portaland enabling account self-service solutions…
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Drastically reduces keystrokes needed to findany feature, any content
87% of users say T9 Nav makesfinding features easier.**2007 Research conducted by Strategy Analytics
Example: Locate clock settings•Spell “TIME”
•Press: 8 (tuv) 4 (ghi) 6 (mno) 3 (def)
•Choose “Clock (Time)” from the list
T9Nav - Simplifying Search at the Key Press Level
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T9 Nav™ & the Consumer
• Problem
– Content searching (WAP browsing) isoften slow and unsuccessful
• Solution
– Deliver targeted search terms(keywords) intermixed with relevantcontent in results lists
• Frequently queried content categoriesare easily accessed (maps, news,weather, etc.) with links that “cut thedeck”
• Since the keywords are stored on thehandset, they are returnedinstantaneously, requiring only one clickto take the user directly to the content
76% of users: Wouldabandon their mobilesearch session after twonetwork connections1
Slow Navigation
1 ActionEngine usability study - 2005
T9 Nav “Cuts the Deck”
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T9 Nav™ is Targeted Discovery
• Problem
– Consumers don’t use or buy what they can’tfind
• Solution
– T9 Nav™ unobtrusively promotes contentand services to users while they performnormal handset tasks, like making phonecalls
• Discover billing information keywords whiledialing a phone number
• Discover mobile banking service whilesearching for a calendar entry
• Discover a new mobile blog while silencingyour ringer
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Relevance of Search & Speech
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The Challenge of Mobile Search
Too Many Clicks!
Mobile Content, Application and ServicesMust Be Quicker to Access and Easier to Use
Content Search Example
6Clicks
24Clicks
92Clicks
0 0 3 5 0 1 2 5 0 3 1 0
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NVC 2.0 Solution Features
Messaging
Safely and Efficiently Dictate and Listen to e-mail and Text Messages
Message Dictation• Dictate e-mails and text messages
• Create e-mails of any length
• Higher accuracy/Reduced latency
• Easily edit messages before sending
Message Reader• Reads back e-mails and text
messages with TTS
• Natural-sounding dialog Powered byNuance TTS technology
Inbox Navigation• Check e-mails and navigate inbox
by voice
• Reply, forward, and delete messageswith simple voice commands
“Send TextMessage”
“Send TextMessage”
“Meet me at9:00 in front ofthe theater”
“What time isthe movietomorrowsmiley-face”
“ReadMessage”
“ReadMessage”
“ForwardTo Patrick”
“ForwardTo Patrick”
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NVC 2.0 Solution Features
Search, Web, Content
Quicker access to content and easier use with intelligent results
Business Search• Search local
business listings
• Speak your businesslocation or use GPScoordinates
Content Search• Search music, games,
video and otherpremium content
• Leverage Nuance’s1.2 million track musicsearch grammars
Entertainment• Find movie listings and
other entertainmentinformation
Directions• Access navigation
applications and maps
• Speak destinationparameters and betaken directlyto the listing results
Web Content• Access Web content
including news,weather, and sports
Web Search• Open and free-form
Search for informationthrough a carrier’spreferred search engine
“FindBusiness”
“FindBusiness”
“FindMusic”
“FindMusic”
“FindMovies”
“FindMovies”
“FindDirections”
“FindDirections”
“GetWeather”
“GetWeather”
“WebSearch”
“WebSearch”
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Examples of Industry Research
Examples of Data We have
• 24% cell phone users desire voice-activated dialing on their next cell phone– - Harris Interactive
• Navigation users: 46% use TTS and 19% use speech to input destinations– ABI Research
• Customers are willing to pay more for devices that have improved usabilityfeatures such as predictive text
– Strategy Analytics Study
• Speech SMS usage for speech customers up 40% by month 8 of usage– NVC 1.0 data
• After a few months of use, attrition rates for speech subscribers who pay$6.00 per month drops to below 5%
– NVC 1.0 data
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Nuance Open Voice SearchFully Automated Speaker Independent Technology
“Say anything” search capability: enabling open-
ended search queries across multiple domains
Broad domain coverage: includes business listings,music and content, and frequent web searches
Links to any search engine
Broadest device support, including smart phones andfeature phones
A new, more compellingconsumer search experience
Nuance Open Voice Search allows mobile consumers to search forcontent and information by simply speaking their request
No training or enrollment required
Uniquely available with the “one button” access of NVC2.0
Exclusiv
e!
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Nuance Open Voice Search: NVC 2.0
The Easiest Experience…On All Devices
– “Call Scott” and the phone will dial Scott
– “Send Text to Scott; I’ll be 5 minutes late to themeeting” and a text message addressed to Scottready to send will appear
– “Find ringtones; The Rolling Stones Satisfaction”and the Satisfaction ringtone will be available fordownload
– “Search Web; How many calories are in acheeseburger” and your browser will provide links justlike a text based search engine result
NVC 2.0 users access OVS for business listings, content andmobile web search with just one click from phone idle
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Nuance Open Voice Search
Nuance Unveils Voice Search Prototype on iPhone
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Nuance Overview
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Who is Nuance?
• Leading provider of speech,
text input and imaging
solutions
• Founded in 1992 and publicly
traded on NASDAQ (NUAN)
• Headquartered in Boston,
Mass. with 5,200 employees
• 2009 revenue projected to
between $1.01 and $1.13
billion, up from $918.8 million
• More than 1000 filed and
pending patents
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Four Key Business Divisions
PDF and documentworkflow solutions
Manual transcriptionin healthcare,legal andprofessionalapplications
voice search,messaging andcontrol capabilitiesformobile environments
Improve customercare throughimproved customerself service
ImagingDictaphoneHealthcare
Mobility andCustomer Services
Enterprise