The document discusses the history of talking appliances from the 1970s to the 1990s. [1] In the 1980s, the price of speech chips dropped significantly, leading to a boom in talking appliances for various uses. [2] However, by the mid-1980s, talking appliances lost popularity among mass consumers who found them annoying. [3] While talking appliances failed in the mass consumer market, they found niche applications for the blind and in specialized industrial uses.
8. First Real Talking “Appliance”
Kurzweil Reading Machine - 1976
“‟What is it good for?‟ Like a lot
of clever computer software, it
was a solution in search of a
problem.” (Kurzweil 1974)
Focused on the „blind‟ market
after sitting next to a blind man
on an airplane
Cost of machine - $30K-$50K
Cost of same „machine‟ in 2001
- $995 + PC
Source: Kurzweil R. The Age of Spiritual Machines (Viking 1999)
13. Predictions - 1980
[the computer chip]…. “will soon give
voices from everything from blenders to
washing machines.”
“By 1983, the auto industry will replace „idiot
lights‟ on the dashboard with the spoken
word.”
“By Christmas 1981, the market will be
flooded with talking toys, smoke
alarms, and calculators” (Nat. Semi product
manager) “Is America Ready for A Talking Coffee Pot” The Miami News Nov 4 1980 p. 1
Source:
14. Early Talking Appliances
“Hi! I'm a talking vending
machine for Coca Cola.
Thank you for shopping
at XXX.”
[Pause music plays]
“Please make your
selection.”
Source: “Coca-Cola adds life to... its vending machine” Beaver Country Times June 13 1983
23. SCOT
Relevant Social Groups
Interpretative Flexibility
Closure
Stabilization
24. Relevant Social Groups
Consumers, i.e. „mass market‟
Handicapped individuals, esp. blind people
Industrial workers
Suppliers
Chip manufacturers
Appliance manufacturers
distributors
retailers
25. Interpretative Flexibility of Talking
Appliances
Mass consumer market
Gimmick, cool feature, “gadget envy”
Speech is an add-on, doesn‟t need to be comprehensive
Handicapped/blind market
Speech is a necessary function
Speech must be comprehensive
Industrial/specialized applications
Uses for places where people are “blind”
Speech needs to “fill in the holes” when people can‟t “look away”
Manufacturers/distributors/integrators of speech technology
Profit-enabler – sell more product
Offer competitive advantage to “customers” in a huge market
'Please Hurry' Says Newest Alarm Clock (Money Magazine 1980)Talking Appliances - Those New Voices in Your Life (Pop. Science 1982)Have a Chat With a Talking Coke Machine (Montreal Gazette 1982)Coca Cola Adds Life…To Its Vending Machines (Beaver Country Times 1983)Hello 2000: 'It's time to stir the spaghetti‘ (Chicago Tribune 1984)Setting The Tone for the Future – Some Day Your Boss May Be a Machine (LA Times 1984)Let Your Machine Do The Talking (Milwaukee Journal 1984)
“The age of talking appliances is upon us.” (LA Times 1980)Talking appliances that use electronically created synthesized voices are booming everywhere.” (Pop. Science 1982)“The talking Coke vending machine…is being warmly received in the US where more than 100 of them have been on trial for more than a year.” (Montreal Gazette Mar 23 1982)“The age of the talking appliance is only a computer chip away” (Miami News, 1980)
Not quite sure how to sell it – just add voice to everything and let see what happens“Right now…we’ve got it – but we we’ve got to figure out what to do with it.” (prod manager at General Instruments)“People are more likely to pay attention to a voice than a buzzer…the results were much better with a woman’s voice whispering in their ears (NASA study of pilot’s reaction to voice commands)”
People got fed up with talking machines which just annoyed them. If they malfunctioned, you couldn’t shut them up. The story about the paper jam in the copier, the seat belt in the car, etc. – just couldn’t shut those machines up.
Headlines of the times“TALKING APPLIANCES COULD TURN HOUSE INTO A NAGGING NIGHTMARE” (Orlando Sentinel 1985)“Today's machines are good listeners - and they don't talk back.” (Chicago Sun Times 1987)“Consumers Balk at Devices That Talk” (News-Journal 1988)TALKING MACHINES: CONSUMERS ARE NOT READY FOR THEM (New Sunday Times 1988)AFTER FIVE YEARS CONSUMER RESISTANCE KILLS TALKING APPLIANCES (NY Times 1988)Forget a fill-up; how about a shut-up? (Dallas Morning News)
Reasons given for why it failed – all from the newspapersWas seen as a gimmick – no real value to consumersVoices didn’t sound naturalNever captured the imagination of consumers People were shocked by the voices. The culture never really gives us enough time to prepare for technology. There’s not enough of a buffer zone Consumers did not want machines ordering them around. We’re not willing to give them authority over us. We don’t trust them and we don’t know what they’ll tell us to do next. (Whirlpool) “We wanted our [dryer] to be nonirritating. The people we tested it on thought the voice was all right. They didn’t like the fact that the dryer talked in the first place.”Men didn't want to be prodded by a male voice.“ It aroused their competitive instincts. But a nudge from a female voice wasn't so bad but…Women did not want their husbands listening to a woman's voice whispering "washer fluid is low" or "trunk lid is ajar”
In the end, people just hated the appliances.“It’s the ultimate in intrusiveness. These cars tell you to close the door. What’s next the toilet that says ‘Flush again?’”“I know I don’t respond very well when a car tells me what to do. My first reaction is to punch it and I’m a civilized person.” (prod manager at a voice chip manuf)“What’s the difference between a mother who says ‘wake up’ and an alarm clock that says the same? The car and the driving instructor who command you to ‘fasten your seat belt? The teacher and the elevator who that order you to ‘close the door?” There is no difference. All of them talk. None of them listen. You can’t say ‘Shut up’ to any of them.“When we first had it [microwave oven] it was really wonderful and a unique experience to punch your oven and have it say “high” or “medium high” or “defrost.” I had hoped it would tell me how the food was doing or make suggestions on how I might do it better, but the problem was that it only told you the temperature. It was like a roommate that didn’t work out.”