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SIRI: Future of Search


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Georgetown University MPS-PR/CC

Digital Trend February 2010

SIRI: Future of Search

Published in: Technology, Design

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 /><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 />