SIRI: Future of Search
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SIRI: Future of Search

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Georgetown University MPS-PR/CC

Georgetown University MPS-PR/CC

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 SIRI: Future of Search Presentation Transcript

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