Keynote presentation opening the IDG digital marketing conference in South Korea. 2016

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환영- WELCOME
Conversational UI’s, how brands will need
to develop bot strategies to remain competitive

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Me – Subhas Patel
Client Director

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predicts that by 2018
a full 30% of our interactions
with technology will be through
“conversations” with smart machines

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AI will power 85% of
customer service
interactions by 2020
(Gartner)

7. Consumer
Behavior
12 Seconds
8 Seconds
The average
human attention
span in
2000
The average
human attention
span in
2013
The average
attention
span of a
Goldfish
9 Seconds

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Social growth
Social Landscape
2.3b
3.4b
7.5b
Total population
Internet population
Social population
Social platforms heading
towards standardisation
Community
Trending stories
Disappearing msg’s

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Messaging Apps Have Surpassed
Social Networks
WhatsApp
Facebook Messenger
QQ Mobile
WeChat
Skype*
Snapchat**
Viber*
LINE
Blackberry Messenger (BBM)
Telegram
Kakatalk
1,2001,0008006004002000
Monthly Active Users in Millions
1,000
1,00
877
846
300
300
249
217
100
100
49
20172016201520142013
4000
3500
3000
2500
2000
1500
1000
500
Users(Millions)
Big 4 Messaging Apps Big 4 Social Media Apps

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Content sharing BY
CONSUMERS takes
place on messaging apps
or email
The Sharing and Messaging Economy
Consumers believe
business should be
available to be
contactable via
messaging apps.
Users expect to use
messaging more for
communicating with
businesses within two
years
Consumers would rather
use a messaging app
then a phone call.
84% 64% 67% 49%

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§ 100 Billion Apps Downloaded from the
Apple Store Since 2008
§ 50 Million Apps/month downloaded
§ APP Usage Time on the increase
§ But NO diversity of Apps
Apps
Everywhere

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§ No. of Apps Per user remains the same
§ 30 Apps per user on average, less the
5 Used.
§ Life expectancy of an APP is low
§ Messaging is the most popular App
Nielsen
Apps
Nowhere

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Macro Trends Driving Growth
in Conversational Platforms
Conversation
as Platforms
9 Seconds
Consumer Behaviors Messaging Growth
Social Landscape App/Technology Landscape
2.3b
3.4b
7.5b

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The Future – The Interface Of Everything
Intelligent
AgentHotel
Check-in
Social
Messaging
Airport
Loyalty
Flight
Check-in
Language Taxi
Booking
App
Trip
Advisor
Travel
Search

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Speech & written
text to meaning
How are Conversational Platforms
Solving These Problems
Can contextualise the
situation and follow up
Respond to multiple
questions and queries
“Order me blue pens“ “order me my favorite pizza“ “Find me a flight and hotel,
in New York, for the 20 Dec“

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The Benefits
* the 3 ‘C’ Conversation, Conversion, Continuation
Conversation Conversion Continuation
The interaction between brand
and consumer is natural and
accessible,
its Bi –DIRECTIONAL
1-1,SYMETRICAL , DATA will
power a deeper relationship.
The ability to connect with the
consumer and hand hold him
through a complex flow,
across any channel, with zero
foot print, enables us to have
wider reach and better
penetration
Always on - even after the
consumer has left, using data
gained from the conversation
you have increased the
opportunity of continuing the
conversation 24/7/365.

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What Kinds of Conversations
Can We Engage In
Product focusMarketing Focus Service Focus
Short-lived context:
Pre-purchase
Long-lived context
Post-purchase
Connected
Conversations
§ Marketing
§ Product information
§ On-line transaction
§ Re-marketing (e.g.
abandoned cart)
§ Customer Services
§ Repeat purchase marketing
§ Product satisfaction
§ Loyalty membership
§ Content marketing
§ Connecting to Brand
community on social media
§ Connecting Services from 3rd
parties(Uber, Weather.Com,
Hotels.Com)
§ Ad –Hoc Personal Assistant
queries

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Business Applications
Support Commerce Content Curation Marketing Education

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Automate the
Conversation
Automation can effectively steer the customer
through the “known knowns”, without the customer
having to plough through lists of FAQs, or lengthy
IVR menus.
But complexity, emotion, and complaints can throw
a spanner in the conversational works.
60%
Passive
customer
data
“Great Goal by Messi”
Call Volume Automation
using NLP + ML
Actionable Data

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Voice Call Centre/Technical Support
Conversational Platforms Ultimate Choice
for Cheap Labor
Call Centre CSR
Web Chat / Call Back
Conversational Text
Email response
Text Alert
Web Self Service
$12
$6
$5
$3
$2.5
$0.25
$0.1

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Key Risks
Hello,
I am a bot
Hope I can
Trust you
Trust,
Accountability,
honesty
Transparency + Reliability + Accuracy

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Brands should use
conversational UI’s to boost
their presence on mobile
devices when the user
context makes it relevant to
engage with the consumer

25. The Anatomy of a Conversational Platform
Conversational Intelligence
Control Panel
Backend
API Integration
Channels
Natural Language Processing

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Key Challenges you will face
Discoverability
Limited
Functionality
Security Handover
Immature
ML
People

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Key Components

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Key Components
Conversational
Interface
Campaign
management
platform
Context
CMS Platform
Bot Framework
WIT.AI
API.AI
Aspect

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Bot Landscape

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The Road
to Success
Engagement QualityGoals
IntentDiscoverability Performance

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Final Words – the ‘three year old test’
Intent
Entity
“Alexa, Alexa, Alexa
Sing Ba Ba Black
Sheep” on Spotify”

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Thank You
Subhas Patel
https://www.linkedin.com/in/subhas-patel-8262933/