Jon's presentation at AT&T Labs in 2005, describing an interactive mobile AI based smart assistant, several years before Siri was first released.

1. DCCD
DYNAMIC CUSTOM CONTENT DELIVERY
PRESENTATION TO
AT&T LABS – RESEARCH
FLORHAM PARK, NJ
NOVEMBER 7, 2005
JONATHAN STRONG
THE STRONG GROUP, INC

2. OVERVIEW
AT&T Labs – The Strong Group, Inc. – DCCD 2
An information system and infrastructure that
will deliver interactive multimedia content
to users, uniquely appropriate
to each user as well as the venue and
environs local to the user.
The system could, for example, recognize
your presence, and offer electronic services
that reflect your interests and experience
conditioned by the establishment you are visiting, such as
localized menus, games and promotions in a restaurant
and shopping support in a retail store.
11/7/2005

3. TECHNOLOGY AND BUSINESS SOLUTION
• The service is defined in terms of technology
and user experience, but it is being created
to provide create unique business value for
business venues and their customers
• The business value grows and the user
experience improves as the deployment
evolves, the audience increases and the
knowledge base expands
AT&T Labs – The Strong Group, Inc. – DCCD 311/7/2005

4. CONTENT PER VENUE AND LOCATION
• Initial targets will be clearly definable
venues, e.g., restaurants, hotels or doctors’
offices, with appropriate content and
delivery format
• Aligning initially with venues rather than
locations creates tangible revenue centers
• Content-delivery modifiers based on such
attributes as location, weather, date, day of
week, time of day, and more will add extra
value and promote the concept of a
networked community
AT&T Labs – The Strong Group, Inc. – DCCD 411/7/2005

5. CONTENT PER USER
• Each user brings different interests,
preferences, expertise and level of
experience to the venue
• Content delivery, within the context that is
appropriate to the venue, will be customized
to the attributes that are known for each
customer
AT&T Labs – The Strong Group, Inc. – DCCD 511/7/2005

6. CLARIFYING THE TERMINOLOGY
• Venue
• For the purposes of this system, a venue is a
physical location where an enterprise can engage
in transactions with people via Applications
• Application
• A template-defined interactive information
service that can improve on the way that the
venue interacts with people, e.g., conducts
business.
AT&T Labs – The Strong Group, Inc. – DCCD 611/7/2005

7. CONSISTENT EXPERIENCE
• While the content delivery will always be
appropriate to the venue, the experience will
also always be shaped to the end user’s
parameters
• The user’s interests, preferences and experience
will be considered whether the user is in a
restaurant, bar, hotel, doctor’s office, etc.
• The system becomes an advocate and agent for
the user, regardless of the venue being visited
AT&T Labs – The Strong Group, Inc. – DCCD 711/7/2005

8. INCREMENTAL EFFICIENCIES
• Generalized templates will be created per
industry and venue as each project is
delivered
• Templates will be customized for subsequent
implementations
• Both cost and time-to-delivery will shrink as
the experience-base grows, portions of
collateral become reusable and extensible
AT&T Labs – The Strong Group, Inc. – DCCD 811/7/2005

9. SKINNABLE APPLICATION
• Customizable appearance and format, using
“skins” that may include images, sound, text
messages and other content, grouped as sets
appropriate to a given venue or location.
• Skins are used to alter the look and feel
dynamically. They can be used to establish local
branding, celebrate a holiday or local event, or
to simply keep the application “fresh”. Skins
“dress” the application, and control the way it
is seen, heard and experienced.
• Look and feel can be easily and quickly
differentiated in each implementation at
minimal cost.
AT&T Labs – The Strong Group, Inc. – DCCD 911/7/2005

10. EVOLVING REVENUE MODEL
• Basic service funded by local and national
advertising
• Premium advertising rates can be earned via venue-
based and user-based targeting
• Opportunities to expand revenue model with
additional, optional, features and services
AT&T Labs – The Strong Group, Inc. – DCCD 1011/7/2005

11. EMBEDDED ADVERTISING
• Ads can be embedded within the application
content, such as branded gaming “machines”
and card-backs, ad images, messages and jingles
appearing within games or services screens,
restaurant and bar menus, etc.
• Each experience will be customized per venue
and customer
AT&T Labs – The Strong Group, Inc. – DCCD 1111/7/2005

12. MULTIPLE CONTENT TYPES
• Adver-gaming (Ad media themed games)
• Local and national information such as news,
weather, market data, shopping and
entertainment information, all customized per
venue and user
• Venue services such as restaurant and room-service
menus, hotel checkout, point-of-sale, etc.
• Static pages, text and images, video, audio and
animations, embedded documents, etc.
AT&T Labs – The Strong Group, Inc. – DCCD 1211/7/2005

13. MULTIPLE DELIVERY PLATFORMS
• A user’s experience will extend to multiple
platforms
• Preferences will be reflected, and customized
contents delivered, in accordance with the
capabilities of the platform, e.g., video, static
image, voice, IVR, text or others
• System, and benefits, accessible through a
variety of media
AT&T Labs – The Strong Group, Inc. – DCCD 1311/7/2005

14. ACHIEVING LOYALTY
• The system learns with repeat usage
• Preference profiles reflect both the user’s
declared interests as well as actual usage history
• Facilitates highly targeted affinity programs with
promotions and rewards uniquely enticing for each
user
• Added value to make service increasingly valued
and indispensable
AT&T Labs – The Strong Group, Inc. – DCCD 1411/7/2005

15. WIRELESS ADVANTAGE
• Leverage new features as wireless networks
evolve
• Device “announces” itself to a network
when you’re in range, e.g., entering a
store or restaurant
• Services shown on your device now reflect
both your interests and those that your
current location / venue has to offer
• Truly a “portable, persistent, personalized
experience”
AT&T Labs – The Strong Group, Inc. – DCCD 1511/7/2005

16. VENUE RETAINS CONTROL
• Venue manager chooses specific content from
subscribed “channels”
• Locally selected and managed ad campaigns,
rewards and incentives can be offered
• Audience and customer information and analytics
will be available to management on demand
• Real-time service adjustments can be made as venue
management desires
AT&T Labs – The Strong Group, Inc. – DCCD 1611/7/2005

17. PORTABLE EXPERIENCE
• The value of a service increases as the
format, delivery and content are tuned to
the customer’s needs and preferences.
• Our approach will extend that personalized
service across multiple platforms and
information services, adding value to the
customer experience wherever they go.
• As users enjoy personalized experiences,
they will come to expect this in more
scenarios, creating a growing demand-based
market
AT&T Labs – The Strong Group, Inc. – DCCD 1711/7/2005

18. ALL STAKEHOLDERS WILL BENEFIT
• Venue management is able to offer a
customized and sophisticated service that
might have been unattainable otherwise
• Customers benefit from added value services
offered by the venue, as well as having the
experience at an increasing number of venues
reflect their individual interests, preferences
and historical experience.
• Service providers will attain greater customer
loyalty as customers will become increasingly
reluctant to give up their custom experience.
AT&T Labs – The Strong Group, Inc. – DCCD 1811/7/2005

19. AT&T LONG BRANCH ALPHA
• Proof of concept
• Single venue, subset of functionality
• Features could include:
• Restaurant menu with related advertising and optional
venue-provided information such as ingredients, recipes,
and nutritional data
• Customer feedback and survey
• Gaming with embedded advertising from the restaurant as
well as outside advertisers; ads rotating in real-time as well
as scheduled
• Local news, sports and weather
• Four personas – male adult and child, female adult and
child
AT&T Labs – The Strong Group, Inc. – DCCD 1911/7/2005

20. RESIDENTIAL CONCIERGE SERVICES
• Personalized service assistant, customized
for each resident, and “named” by resident
• Remembers interests and preferences
• Secure activation and control
• Secure encrypted content (“safe data”)
• Access through voice response, touch screens
throughout residence or wireless handheld
device
• System can read text aloud or create text
from dictated instructions (e.g., email)
AT&T Labs – The Strong Group, Inc. – DCCD 2011/7/2005

21. SECURING CONCIERGE SERVICES
• Voice Access
• Secured through combination of:
• Unique user-defined “name” for service
• Trained voice recognition
• Trained voice commands (i.e., passwords)
• Touch Screen
• Secured through passwords
• Wireless Devices
• Secured through combination of passwords and stored,
encrypted electronic “key”
• Multi-Factor Security Protocols
AT&T Labs – The Strong Group, Inc. – DCCD 2111/7/2005

22. CONCIERGE SCENARIO
AT&T Labs – The Strong Group, Inc. – DCCD 22
“Good morning Hal.”
“Good morning, Jon. What can I do for you?”
“Warm up my car.”
“OK Jon. I’m starting your car now. Anything else?”
“Check my email.”
“You have no new email this morning. Anything else?”
“Send voice message to the David Allen at Venture Services Corp.”
“OK Jon. Please start message now. When you are done, please pause for five seconds.”
“Hi Dave, this is Jon. I’ll be in NYC today if you need me.” (5 second pause)
“OK Jon. Shall I send it now, append to it, play it back to you, or delete the message?”
“Send it now Hal.”
“OK Jon. Sending voice message now. Anything else?”
“No. Nothing else.”
“OK Jon. Let me know if you need anything else.”
11/7/2005

23. EXPANDING THE SCOPE
AT&T Labs – The Strong Group, Inc. – DCCD 2311/7/2005
At the Mall
Consults your shopping list and maps out your visit.
Notification of sales that match your interests, offers
store coupons in real-time. Help families and friends
to find each other at the mall.
At the Train Station
Automatically retrieve latest schedule and travel
advisories and support wireless ticket purchase.
Reminds you when it’s time to purchase tickets.
At the Airport
Check-in services, e-tickets;
schedule updates, service delays
and route changes; calls for a limo
upon your arrival and provides
your location, locate local hotels.
In a Restaurant
Games and entertainment, local
chat and “buddy system”, menus
and ordering, neighborhood
services.
At Home
Synch with email, family and
personal calendars, To-Do List, TV
schedule. Auto-reply to incoming
messages based on your choices,
schedule, location, etc.
Sports event
Play-by-play commentary,
player stats, live queries,
venue-area “buddy system”,
venue-based real-time chat.
At a Hospital
Shares critical data and
insurance information on
admission. Receives
home-care instructions and
doctors orders. Tracks
doctor locations on
premises.
Your Hotel’s E-Concierge
Menus, room service, local area information and services
(e.g., taxis, restaurant reservations, movie schedules)
Executive services, full-time contact with front desk, electronic
fax retrieval, etc.

24. SECURITY, APPEARANCE AND CONTENT DEFINED PER VENUE
AT&T Labs – The Strong Group, Inc. – DCCD 2411/7/2005

25. ADVERTISING DEFINED AND SELECTED LOCALLY
AT&T Labs – The Strong Group, Inc. – DCCD 2511/7/2005

26. GAMES CAN CONTAIN EMBEDDED ADVERTISING
AT&T Labs – The Strong Group, Inc. – DCCD 2611/7/2005

27. INFORMATION RELEVANT TO VENUE AND AUDIENCE
AT&T Labs – The Strong Group, Inc. – DCCD 2711/7/2005

28. ADDED-VALUE INFORMATION
AT&T Labs – The Strong Group, Inc. – DCCD 2811/7/2005

29. SPECIAL INTEREST INFORMATION AND SERVICES
AT&T Labs – The Strong Group, Inc. – DCCD 2911/7/2005

30. PROMOTIONS CONTROLLED BY VENUE MANAGEMENT
AT&T Labs – The Strong Group, Inc. – DCCD 3011/7/2005

31. NEXT STEPS
• Firm up objectives, respective roles and timetable
• Formalize the services and architecture framework
• Establish governance for participating vendors
• Develop sales and marketing collateral and plan
• Execute contracts with other stakeholders
• Develop production / program schedule
• Formalize program leadership and kick off the program
• Alpha and Beta tests with small, “friendly” known audiences
• Tune system and prepare for full-scale rollout of services
• Monitor usage and market, implement continual improvement
AT&T Labs – The Strong Group, Inc. – DCCD 3111/7/2005