Voice, as a method of communication with devices, opens many doors to the customer. The presence, convenience, and natural essence of voice-powered technology, opens a business up to far more opportunities to have a valuable impact on a customer.

1. Is you Business Adapting to Voice?
Is your Business adapting
to Voice?
somoglobal.com

2. “Global sales of Amazon Echo were
up more than 9x over last Christmas”
“Millions sold worldwide since launch”
“Echo Dot is the best-selling, most
gifted item on Amazon.com”
Amazon press release
27 Dec 2016

3. Amazon Alexa
The ecommerce giant is using the
Echo speaker and the personal
assistant Alexa to push the Prime
service into all homes and create a
bridge online-offline
Google Assistant
Google Assistant is now available
on Google Home and on Pixel
phones. Google was the last to
launch its personal assistant but
has significantly more data about
consumer behaviours compared to
its rivals
Apple Siri
Apple was the first to launch its
voice assistant Siri integrated in
iOS to provide a faster access to
apps and features. In 2016 Siri has
been extended to Car and TV OS
and has been opened to third party
apps
Rapid shift in mainstream consumer devices
Humans can speak 150 words per minute but they can type only 40 words per minute

4. February 17 4Confidential and copyright of Somo Custom Ltd.
Technology has become conversational
1980 2010 20151970 1990 20052000
Removing frictions
Generating engagement
Making interaction more conversational
Command Line GUI Web Social Media Messaging Apps VoiceWeb 2.0

5. Voice enhances the entire customer journey
Voice removes barriers and reduce friction through digital engagement
Awareness Consideration Purchase Service Advocacy
Improve discoverability
as voice search
volume is growing fast
“What is the best
French restaurant
in this area?”
Make sure key
product information
are accessible
“How much does a
new Audi A5 cost?”
Help customers
to help themselves
“How much did
I spend at Tesco
last month with
my credit card?”
Differentiate your
service to encourage
recommendation
“Rate 5 stars to the
Art Museum I have
just visited”
Competitive differentiation through better serving customers
Design a simple and
easy buying UX
“Add almond
milk to my Ocado
shopping list.”
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6. Practical Contextual Precise
Source: AYTM Market Research, US voice
users, June 2016;
Source: Search Engine Watch, 2016 Source: Campaign Magazine, Apr 2016
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New consumer behaviours are re-setting expectations
3x
Mobile voice
searches are 3X
more likely to be
local-based
than text
92%
Voice is mainly used
for practical reasons.
They include making
calls, dictating text and
navigation.
Voice queries are
longer and precise
Text searches are
concentrated
between 1-3 words
3-5
words

7. Source: Statista and Creative Strategies, 2016
Voice covers white spaces and creates new use cases
1%
6%
In the Car At Home At WorkIn Public
39%
51%
Where people use Voice
Voice assistants created
two completely new
browsing experiences:
car and home
Voice is used in
familiar and private
spaces, while hands
are already in use

8. February 17 8Confidential and copyright of Somo Custom Ltd.
“The future of search is an
ultimate mobile assistant that
helps you with your daily life
so you can focus on the things
that matter”
Behshad Behzadi,
Principal Engineer at Google

9. February 17 9Confidential and copyright of Somo Custom Ltd.
Search is the main growth in user behaviour
7x growth
2010 2016
Volume of voice search queries
grew 7x since 2010
Source: Meekers 2016
One in five searches on Android
devices were voice-based
in May 2016
Source: Consumer Intelligence Research estimate, Nov 16

10. February 17 10Confidential and copyright of Somo Custom Ltd.
Previous UIs showed accelerated adoption..
Time to go from 10% to 90% adoption
Adoption
Graphical UI Multitouch UI Voice UI ?
1983 2007 2017 Future
10%
90%
PCs
30 years
Smartphones
10 years
Less than
10 years ?
The biggest
challenge is
ensuring
products are
relevant to
consumers, while
innovation
accelerates

11. Current speech
recognition error rate
for Google assistant,
down from 25% just 2
years ago
Smart speakers
sold in the US
by 2020
% of voice searches
by 2020
in the US
8% 21.4m 50%
Source: Google 2016 Source: Activate, 2016 Source: comScore 2016
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.. and Voice shows all the signs of continuing this trend

12. Samsung assistant for the home
Samsung is expected to launch
its own voice assistant, after the
acquisition of Viv Labs in 2016,
which was behind Apple's Siri.
The assistant will be designed to
work with Galaxy devices and
home appliances, and to be a
remote control for compatible home
appliances
Capital One skills for Alexa
Capital One created a useful set
of functionalities for Alexa.
It includes commands for checking
your credit card (“How much did I
spend at Target last month?”), bank
accounts (“What’s my account
balance?”) and auto loan (“When is
my car loan due?”)
BMW partnered with Cortana
During the Consumer
Electronics Show 2017, BMW
announced a partnership with
Microsoft to use Cortana voice
assistant.
This will allow BMW owners to
receive calendar reminders,
perform web searches or make
restaurant reservations, while
driving
Home Financial Services Automotive
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Your competitors are already using it

13. Xerox didn’t get Graphical UI
“The management did not
care, [..] unless the results
were directly involved with
photocopiers”
Larry Tessler
Xerox PARC Researcher
Talking about GUI and Mouse
Microsoft didn’t get Multitouch UI
“It doesn’t appeal to business
customers”
Steve Ballmer
Microsoft CEO
Talking about the new iPhone in 2007
February 17 13Confidential and copyright of Somo Custom Ltd.
Don’t confuse “I don’t get it” with “That tech will fail”
The “Next Big Innovation” is already 10 or 20 years old

14. From strategic insights, through data driven
understanding, to product development
Being relevant to your consumers is a key
driver of success
February 17 14Confidential and copyright of Somo Custom Ltd.
What Somo can do for you
6-12 monthsNow 2+ years1-2 years
Insights and
prototyping
MVP launch Full deploy
Continuous
improvements
Evolving technology landscape
Changing customer behaviours
Competitive disruption
Customer
journeys and
experience
Customer
behaviour
analysis
Innovation
and tech trends
Training
Education
Ongoing innovation
Product
develop-
ment
Tech
Enablers

15. Strategic Voice Audit
February 17 15Confidential and copyright of Somo Custom Ltd.
Recommended first step…
Somo can help businesses create potential that will drive revenue through a thorough review
of your business, industry and consumer behaviour understanding.
Somo differentiates itself using unique modeling techniques to identify feasible opportunities
with a complete risk assessment and customer experience maps
Activities Deliverables
1. Competitor and industry activity review
2. Review of current digital touchpoints
3. Analysis of potential new touchpoints for voice
4. High level analysis of technology environment
5. Business case development
1. ROI statement
2. Research review
3. Customer experience map indicating
opportunities for Voice
4. Recommendations and roadmap for voice
implementation
5. High level technical feasibility and risk
assessment

16. Prepare for Voice interface, or you will not be heard
Get in touch! Other resources
info@somoglobal.com
+44 (0)20 3397 3550
18th Floor Portland House
Bressenden Place
Victoria, London
SW1E 5RS
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