Presentation for the Dutch Dialog and Direct Marketing Association (DDMA) on the state of voice. The new medium enabled by Google Assitant and Amazon Alexa. Conva is the company of Maarten Lens-FitzGerald for al his Voice activities, from consulting, design and delivery to events.

1. The state of voice August 2018
Maarten Lens-FitzGerald, DDMA, August 29 2018
Founder Open Voice, The Voiceconference.nl en Conva Conversational services

4. Similar moments

5. Typing
Conversation
0 75 150 225 300
270
41
TYPING VS TALKING
Words per minute

8. Market leader with ~70% of the global market
~44 million devices sold
> 40.000 skills
>12.000 smart home device intergrations
3rd Generation Devices
Strong community
THE PLAYERS: AMAZON, MARKET LEADER

9. Second position with ~25% of the market
~13 million “Home” devices sold
> 2.000 actions
> 5.000 smart home device integrations
Second generation coming available now
Voice is part of Assistant “AI” strategy which is chat
and voice as a service.
Potential 500 million reach with Android
Strong language push, 30+ this year
THE PLAYERS: GOOGLE, CATCHING UP

10. Baidu Raven-HAlibaba T-mall Genie Microsoft Cortana Apple Home Pod Xiaomi Mi AI speaker Deutsche Telecom Magenta
ITS A THING…
And many more …

11. FASTEST ADOPTION EVER?

12. Apple HomePod may only have 4.1% market share today, but it drove 31% of the smart speaker consumer growth between January and May 2018.
54.4 mln reach in US
15% rise since January

13. Will smart speakers just
be a blip in de adoption graph?

14. USAGE

15. Google is now in Dutch, early beginning

18. Lights
Music
Weather
News
Questions

19. Ben Sauer Open Voice #1

20. How will branding work when your customer doesn’t see you?
PERSONA SONIC BRANDING

21. How will your product be THE product: “Alexa, get me pizza….”
Maarten: Wood fired oven Lori: New York Pizza
Personal and contextual knowledge graph

22. So what is the urgency of voice?
DON’T MISS OUT
The unprecedented
adoption rate.
Faster than mobile.
Don’t miss out. Short
term PR opportunity, long
term channel intergration.
KATALYST
The Catalyst for
unparalelled
customer centricity.
Break through silo’s,
grow loyalty & intimacy.
OPPORTUNITY
It’s a blue ocean. Voice
commerce will be
king they say.
Get going: sell the
tools or find your gold.

23. Share of business
First available
service
Repeated
positive NPS
Repeated
business results
Hello world
Persona is
established
Tangible value
Top line business growth
Bottom line business savings
Grow services
and organization
Scale agents
Virtual agents
across the org.
Deepen, augment & virtualize
Created by Maarten Lens-FitzGerald, www.lens-fitzgerald.com
Time
CONVERSATIONAL CHANNEL ADOPTION ROADMAP

24. DEVELOPMENT PATHS
Create web service
for Amazon and
Google
Development
platforms
Use creation and
publishing tools
Hire Agency

25. Creating voice services is
70% design and 30% development
90% 10%

26. Ben Sauer Open Voice #1

27. User research
Customer service Brand creative
Design fiction
VUI Opportunity Lenses
Adjusted from Ben Sauer slide

28. “Find your key question”
David Low, Amazon Alexa EU

29. “Test 100 times before coding”
Google voice design specialist

30. CHALLENGES
Alexa and the Assistant
don’t always understand.
No virality & discovery
Companies need to be humble,
learn and listen.

32. We have been using mediocre tools for 200 years

33. We have been talking for over 50.000 years

34. Voice is the interface layer for
artificial
intelligence
It will be highly personal
Highly private
Highly contextual
The ultimate tool, service and assistant
Always learning, always present

35. Who will own Voice?
Not Google, it is not an appendage for search, data and ads
Not Amazon, it is not an appendage for shopping
Not Facebook, it is not an appendage for ads
Well, who then?
A new player will come. Like it always did. Or maybe… maybe:
Apple is the only one who just focusses on technology and UI. Yet they
don’t see it and are missing the boat.

36. Join and let’s explore together!

37. DDMA vragen check
Welke discussie vindt er op dit moment in de 3 DDMA pijlers (marketing, privacy en data &
ethiek) plaats tav voice?
>>1: dat is nu de grootste drijver, 2: niet bij de spelers, 3: uitdaging voor grote data
bewuste bedrijven
Beschrijf de machtsverschuiving in het tech landschap omdat toegang tot de klant tzt via 1
device (en dus 1 organisatie) verloopt:
>>Nu 1, later meer
Jouw PA (Home, Echo etc) 'praat' namens jou met de merken. Neemt het belang van
branding hierdoor af?
>>Het veranderd, Persona ontwikkeling en sonic branding komen erbij
Hoe moet DDMA op deze ontwikkelingen inspelen? Community, kennis?
>>Partner met voiceconference.nl op 11/10, ga ontdekken met leden
Welke mensen met welke functies zijn betrokken binnen een organisatie als het gaat om
voice?
>> CDO, CEO, marketing, innovatie, UX en creative rollen
Na voice, what's next.
>>Voorlopig niks, wel komt AR erbij tot