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IUPUI Wired Keynote Speech - Scott A. Jones
Scott Jones is an expert in technology companies focused on information access. He discusses how mobile users now demand instant access to anything from anywhere at any time. Traditional search engines cannot meet these needs, as mobile users want quick, concise answers rather than long lists of results. Messaging apps have become very popular for mobile communication and information sharing. While technology like IBM's Watson is improving, the future of information access will combine both human and technological capabilities to best meet users' complex information needs. The key is striking a balance between man and machine.
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IUPUI Wired Keynote Speech - Scott A. Jones
- 1. Where Technology andHumans Intersect Scott A. Jones
- 2. Q: who isscott jones and what does he know about the future of technology?
- 3. A Little AboutMy Background Co-Founder, Chairman, CTO • Creator of #1 voicemail technology used by over a billion people worldwide • Sold to Comverse for $843 million Co-Founder, Chairman, CEO • Creator of world’s largest music database accessed over 100 billion times annually • Sold to Sony for $260 million Inventor, Founder, Chairman, CEO • Definitive source of real-time “Answers” • Answered nearly a billion questions so far 3
- 4. Capturing the World’sEvolving Information Needs Instant Access to ANYTHING Instant Access to All Media Instant Access to Personal Content 4
- 5. The Demand forInstant Access to Personal Content Being the BEST trumps being 1st 5
- 6. The Demand forInstant Access to All Media Media gets digital and gets mobile or gets left behind 6
- 7. The Demand forInstant Access to EVERYTHING Today’s knowledge seeker wants immediate access to anything, anytime, anywhere 7
- 8. ChaCha Strikes aBalance Between Humanity and Technology 8
- 9. Q: what’s drivingthe evolution of information access demands today?
- 10. The World isMobilizing Mobile Messaging is the 60% most widely adopted and used communication medium on the PLANET 32% 8% 4% Sources: Nielsen, Gartner, Apple – Q2 2010 10
- 11. Tethered Vs. MobileInfo: Different Animals Solitary Social Fixed location On the go 3+ hours 3 minutes Sift through results Top 3 results or less Frequently click around Almost never click through Often Research Oriented Timely, contextual, personal topics 11
- 12. On-the-Go Info SeekersAre Impatient 80% report frustration with mobile web due to speed, too many clicks, and too much 80% Shorter irrelevant content. 15 + Search Session -Qualcomm - 2010 mins & 80% Lower CTR <3 mins 12 Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.
- 13. Mobile Info SeekersExpress Immediate Intent Vs. 90% of mobile searches indicate real-time decision is underway 13
- 14. Q: so howexactly is today’s mobile society accessing info?
- 15. Mobile is 3%of Search Engine Traffic Today Mobile 97% 3% Source: StatCounter, January 2011 15
- 16. How are MobileUsers Accessing Content Today?? Mobile Messaging 98% Mobile Web 31% Apps 22% Location Services 17% 16
- 17. 25% of USMobile Subscribers Have Smartphones • Only 6% of users consume 60% over 50% of mobile data • 25% of smartphone users 40% don’t have data plans! Nielsen MarketSight – Q3 2010 17
- 18. The Latest SmartphonesAren’t in Every Pocket Other 2% Feature Phones 4% 4% 7% Smartphones 9% Nielsen MarketSight – Q3 2010 18
- 19. Smartphone Users areMore Likely to Text and Text More Often Adoption “What started once as a 'teenager thing' has now reached the total population… Adoption “Messaging is the broadest 891 reaching communication platform Texts Per 705 on the planet.” Month Texts Per ~ Tomi Ahonen Month Smart Feature Phones Phones Source: Mobile Media Marketplace Q2 Nielsen MarketSight – Q2 2010 19
- 20. Q: what dowe know about mobile users and how they want to get info?
- 21. Mobile Users HATEInformation Overload! 21
- 22. Traditional Search Enginesare NOT the Answer Quick, relevant Over 1 million results to sift accurate answers through 22
- 23. Desktop Experience DoesNOT Transfer to Mobile How Do Over 1.3 Million Results Look on a Mobile Phone? 23
- 24. Q: does anything satisfythis demanding on-the-go audience?
- 25. The Answer is…Answers 25
- 26. Definitive Answers WORKon Mobile Answers Results How Many Ping Pong Balls Would There are 1,250,000 cubic feet in the it Take to Fill the White House. Since 343 ping pong balls White House? make up about 1 cubic foot, it would take 428,250,000 ping pong balls. or 26
- 27. The Proof isin the Numbers #1 in real-time mobile answers 27
- 28. Answers Work onthe Web too • ChaCha.com mobile device traffic outpaces the Internet average by more than 400% • Bite-sized, natural language content is working for any mobile access method 28
- 29. Q: can techalone satisfy the complex information access needs of humanity?
- 30. Technology is MakingStrides Man Vs. Machine 30
- 31. But Technology isn’ta Human Replacement • IBM’s Watson DeepQA addresses a narrow corpus of questions incredibly well • Capacity and cost currently prohibit mass market use 31
- 32. Technology Still hasDifficulty with Intent Bow Bow Bow 32
- 33. Q: what doesthe future of information access look like?
- 34. Man and Machineare Better Together • Technology and humanity complement and enhance each other • Advancements like Watson propel us towards intelligent digital assistants • Striking a balance between man and machine achieves best results 34
- 35. Thank You! Online ChaCha.com Apps & Text & Mobile Web Online ● Mobile ● Social Mobile Messaging Voice Social Networks 35
Editor's Notes
- #9 SAC: Might want to see about graphics changing bottom blue bubble since this isn’t for an advertiser audience
- #12 Source: A Large Scale Study of European Mobile Search Behaviour - 2008 - Church, et. Al., ACM, 2008 - 10th International Conference on Human Computer Action with Mobile Devices and Services Analyzed 6 million mobile searches – found 88% of searches were unsuccessful, or did not result in user clicking any results. Traditional desktop web CTR on search results is 56% vs. mobile 12% (80% lower)Intent behind search query on mobile vs. desktop Desktop MobileTransactional 9% 60%Navigational 10% 30%Informational 89% 10%
- #13 Source: A Large Scale Study of European Mobile Search Behaviour - 2008 - Church, et. Al., ACM, 2008 - 10th International Conference on Human Computer Action with Mobile Devices and Services Analyzed 6 million mobile searches – found 88% of searches were unsuccessful, or did not result in user clicking any results. Traditional desktop web CTR on search results is 56% vs. mobile 12% (80% lower)
- #18 “Despite last two year’s headlines, there is no acceleration in adoption yet.”Current trajectory is showing smartphone adoption rate of about 2% per quarter – this will have to ramp up significantly to hit Nielsen’s 60% projectionSAC: Just saw Nielsen blog post from this past week showing that Smartphone adoption hit 28% @ end of Q3-2010, an up-tick of 3% - the post boasted how this outpaced previous quarters
- #31 SAC: I put the funny picture of the Saturday Night Live Jeopardy sketch in for entertainment value w/ the college audience – feel free to take out if it’s too goofy! I’ve got a picture I can send of the real Watson stage w/ Ken Jennings
- #33 SAC: Tech has difficulty deciphering natural language context and intent – example above of homonyms where tech like IBM Watson struggles with use of complex reasoning to determine context