SIRI: Future of Search

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Digital Trend February 2010

SIRI: Future of Search

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  • It’s intended to enable you to do more with your voice and your phone in fewer clicks or moves. Rather than showing you information or lists of choices it’s intended to be “transactional,” to help accomplish things. Siri “helps you get things done when you’re on the go.
  • http://mashable.com/2010/02/05/siri-assistant/
  • It’s intended to enable you to do more with your voice and your phone in fewer clicks or moves. Rather than showing you information or lists of choices it’s intended to be “transactional,” to help accomplish things. Siri “helps you get things done when you’re on the go.
  • http://www.youtube.com/watch?v=BGGBvNiQWj8http://itunes.apple.com/us/app/siri-assistant/id351778157?mt=8
  • Voice recognition is handled by Nuance, the creators of the Dragon Speech Software.If Siri doesn’t “know” the answer it defaults to a search.
  • Siri Assistant:  ·         Described as a “virtual personal assistant” and a virtual “concierge”·         Not a replacement for google·         Technically not a search engine·         Intended to help you do more with your phone in fewer clicks and less moves·         Helps you get things done when you’re on the go·         Uses speech recognition and offers answers to questions about the weather, directions, movies, etc.·         Taps into a range of APIs, from companies such as Yelp, Citysearch, Yahoo, Taxi Magic, WeatherBug, Rotten Tomatoes, Google Maps, OpenTable, Eventful and Allmenus.com among others.·         Gives different answers depending on personal preference, location, time·         Becomes more personalized over time·         Right now the company makes money from affiliate referrals·         Other voice search tools:  Google, Bing, Vlingo, Nuance Dragon Search, etc.·         Right now it only works on the iPhone, not the iPod touchChallenges:·         Takes time for the application to get to know the users preferences·         Standing out among competitors
  • Siri Assistant:  ·         Described as a “virtual personal assistant” and a virtual “concierge”·         Not a replacement for google·         Technically not a search engine·         Intended to help you do more with your phone in fewer clicks and less moves·         Helps you get things done when you’re on the go·         Uses speech recognition and offers answers to questions about the weather, directions, movies, etc.·         Taps into a range of APIs, from companies such as Yelp, Citysearch, Yahoo, Taxi Magic, WeatherBug, Rotten Tomatoes, Google Maps, OpenTable, Eventful and Allmenus.com among others.·         Gives different answers depending on personal preference, location, time·         Becomes more personalized over time·         Right now the company makes money from affiliate referrals·         Other voice search tools:  Google, Bing, Vlingo, Nuance Dragon Search, etc.·         Right now it only works on the iPhone, not the iPod touchChallenges:·         Takes time for the application to get to know the users preferences·         Standing out among competitors
  • (When someone is using siri they are more ready to buy tickets/reserve a table for dinner)
  • SIRI: Future of Search

    1. 1. Siri Assistant:The Future of Mobile Search<br />Weekly Update #1<br />February 23, 2010<br />Kia-Lillian Hayes | Laura Wilson | John Whipple<br />
    2. 2. The Perfect Search Engine?<br />“It would… understand speech, questions, phrases, what entities you’re talking about, concepts. <br />“It would be able to search all of the world’s information, [find] different ideas and concepts, and bring them back to you in a presentation that was really informative and coherent.”<br />Marissa Mayer, Vice President of Search Product and User Experience at Google<br />
    3. 3. Is it a Search Engine?<br />“Siri is not a search engine technically and it’s not intended to be a replacement for Google.”<br />“It’s another major step away from the much derided ‘10 blue links’.” <br />
    4. 4. What’s the response?<br />“The concept is pretty powerful… Sirigets better the more you use it, can adapt to the places you frequent, and can use technologies like geo-location to find better results.”<br />
    5. 5. What else is out there?<br />Bing<br /> Google<br />Vlingo<br />Nuance Dragon Search<br />
    6. 6.
    7. 7. What does it do?<br />Uses speech recognition and offers personalized answers to questions about the weather, directions, movies, etc.<br />Taps into a range of Application Programming Interfaces<br />
    8. 8. Where Does Siri Get Its Answers?<br />TrueKnowledge.com<br />WeatherBug<br />Citisearch<br />OpenTable<br />Taxi Magic<br />Rotten Tomatoes<br />Yahoo Local<br />Yelp<br />Movietickets<br />Stubhub<br />
    9. 9. What are the key benefits?<br />Improved intelligence software<br />Understands the context of the search<br />Geo-located search <br />Remembers preferences over time<br />Utilizes voice recognition technology<br />Intended to be used on the go<br />
    10. 10. What does it do?<br />
    11. 11. Geo-located Results<br />
    12. 12. Answer Simple Questions<br />
    13. 13. Partners Make Recommendations<br />
    14. 14. What is the impact to SEO?<br />Takes search to a new level<br />Targets qualified leads (i.e., people ready to make a purchase, reservation, etc.)<br />Captures “long tail” preferences over time<br />Optimizing for local search becomes more critical in mobile search<br />Caters to people on the go<br />
    15. 15. Siri vs. Search<br />Derives user intent through conversation with the user, instead of just keywords<br />Focused on “task completion”<br />Targets your particular interests and personality<br />VS<br />
    16. 16. Siri vs. Search<br />Focused on completing tasks for you, not finding specific pages<br />Brings users closer to transactions and fulfillment of their objectives<br />Siri focuses on a few important vertical domains<br />Restaurants, bars, movies, events, local business, weather, and services<br />VS<br />
    17. 17. Why Siri Works In Today’s World<br />Increasing amount of structured data on the Web (in XML, and even RDF)<br />Availability of open API’s for services that provide information and transactions<br />The growing adoption of 3G smart phones and other mobile computing devices<br />
    18. 18. Siri’s Limitations<br />Cannot handle general knowledge or tasks outside of its focus areas<br />Cannot do complex planning and purchasing<br />Takes awhile to learn your preferences<br />Voice recognition software has flaws<br />
    19. 19. Good for Your Business or Client?<br />Task completion focus centers around commercial activities – buying or selling things<br />Task completion uncovers consumer intent more explicitly than search<br /> Task completion is potentially more monetizable than search<br />Companies can become part of yourpersonal database<br />
    20. 20. How to Take Advantage of Siri<br />Your business must be listed, visible, and highly ranked on the appropriate web partners (Yelp, Yahoo Local etc.).<br />Make your own Web site friendly for a mobile user.<br />Other APIs like Siri may arise and improve technology<br />Early visibility in Siri can foster brand loyalty<br />
    21. 21. Potential Challenges<br />If your business can not be found on the appropriate web partners you will never be reached by Siri users<br />User preferences on Siri could potentially “block” you from being found by the user making it harder to acquire new customers<br />It becomes increasingly different to “stand-out” from your direct competitors<br />
    22. 22. The Future of Search<br />Siri is an early prototype of the next generation search engine<br />Siri may change user expectation of search<br />Personalizes search – remembers over time<br />Greater importance for local search<br />Rise of partnerships among APIs<br />
    23. 23. Questions?<br />

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