Date post: | 29-Dec-2015 |
Category: |
Documents |
Upload: | jessica-golden |
View: | 216 times |
Download: | 0 times |
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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
SMS WAP WEBVoice
Serviceportfolio
Way of access
E.V.A. completes the multi-access strategy
Applications / Content
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
... 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 ...
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
VoicePortal
Platform
Technical point of view
• The main technologies behind voice portals are text-to-speech (TTS), speech recognition (SR) and speaker verification (SV):
TTS
SR
SV
Ap
plica
tion
s / C
on
ten
t
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
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)
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
Note: erotic, flirt, fun applications (jingles,..) are generally underestimated because of the interview situation
Interest (Base: all)
Wil
lin
gn
es
s
to p
ay
(B
as
e:
ind
. s
erv
ice
in
ters
t)
Travel/Traffic
Mail / Community
Location Based Services
news / Info.
Weather
Finance
Shopping
Jingles/Pics
Fun / GamesAuctions /Ticket
Flirt/Chat
Yellow Press
Erotic
Sport
in %
Revenue streams
Targeting
Attract
Second priority
average attraction of services
aver
age
mon
etar
y at
trac
tion
of s
ervi
ces
0
10
20
30
40
50
60
0 10 20 30 40 50 60 70 80
Market Potential of Mobile Portals, October 2001 by TNS EMNID Telecommunication&IT.
Serviceportfolio
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
• 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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
• 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
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integration
Thank you very much
for your attention!
Any questions?
© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services
Key factors for a successful integrationBackup information
E-Plus Shareholder
22,5%22,5%
77,5%77,5%