Now far from science fiction, voice-activated devices are permeating all parts of our lives. From Amazon Echo to Google Home and Apple’s Siri, this technology is helping people take on daily tasks such as shopping, setting up reminders and a fast-growing range of other actions. Check out the webinar recording to find our more about the brand opportunities this technology presents.

1. FOR
Powered by
Voice-activated Devices & Brand Opportunities

2. Hello!
Rob BlackieRitesh Patel

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5. Confidential contents. For internal use only.

6. The Internet of things

8. Connecting things in the home – Growing

9. Commercial Use
of Mouse
(Apple Lisa)
1983
Commercial Use of
Window-Based GUI
(Xerox Star)
1981
Commercial Use
of Mobile
Computing
(PalmPilot)
1996
Touch + Camera -
based Mobile
Computing
(iPhone 2G)
2007
Portable Computer
(IBM 5100)
1975
Voice on Mobile
(Siri)
2011
Voice on Connected /
Ambient Devices
(Amazon Echo)
2014
The evolution of human computer interfaces

10. Voice is Everywhere

11. Source: MindMeldTIME
2005 2010 2015 2020
0B
100B
200B
300B
K E Y W O R D
S E A R C H E S
V O I C E
S E A R C H E S
WORLDWIDE
SEARCHES PER
MONTH
In 2014, voice search traffic was
negligible. Today it exceeds 10% of
all search traffic.
Virtual assistants exceed 50B voice
searches per month.
Amazon Echo became the fastest-
selling Bluetooth speaker in history.
By 2020, over 200 billion searches
per month will be done with voice.
Voice is fast becoming the new standard

12. By 2018, 30% of our interactions
with technology will be through
conversations with smart
machines
Source: Design News: “UX Design:
The Age of Voice Is Here
30% OF INTERACTIONS
Voice Digital Assistant B2C
2021 Revenue Projections
Source: Tractica: Virtual Digital
Assistants Report August 2016
$11.7 BN/YR
Alexa Skills Increasing Rapidly
Growing over 350% from Sept
2015 – Nov 2016
OVER 350% GROWTH
Source: Berg Insight
Voice is Powerful
Connected Home Install Base
2017 Projections driving over
$12 BN in Revenue/Year
45 MM HOMES

14. Welcome to your ECHO Journey
Alexa is the brain behind Amazon Echo, Echo Dot, Echo Show and other Alexa Devices. Using Alexa is as simple as asking a question-just ask, and Alexa will
respond instantly. Alexa lives in the cloud so it’s always getting smarter, and updates are delivered to your devices automatically.
Here are some of the ways Alexa can make your life easier and more fun.
Meet
Alexa
Music
&
Entertainment
Calling
&
Messaging
News
&
Information
Questions
&
Answers
Help Around the
House
Smart
Home
Fun
&
Games
Shopping Alexa
Skills

15. People powering innovation
“I personally love the multiple alarms, since they are the first thing
we do each morning, setting them for medication times. It is the
perfect reminder! “
“The other night, I found Gary playing his own version of a memory
game with Alexa. He was trying to come up with songs he
remembered and hadn't heard for awhile and would ask her to play
them.”
“We use the shopping list feature a lot, and my husband has added
things to the list that he remembered, while I was already at the
store. Should I mention he adds things like chocolate bars when I'm
not looking?”

16. ECHO is a Big Win for Voice Interfaces
• More than 11 million ECHO units have sold since it’s
debut
• Integrations with ECHO are fast and numerous, it’s
flexible, dependable and integrates easily with
other products
• Transcends into Amazon retail seamlessly
• Amazon ECHO’s technology has even been adapted
by Ford Motors to build the assistant into their new
cars
• Amazon Prime Day 7/11/2017 saw record sales and
the most popular purchase was the ECHO Dot

17. 15KPUBLISHED
S K I L L S
OVER
All enabled by the Alexa app, voice,
or Amazon.com
Branded skills provide customers with:
seamless interaction with your brand or IP through voice.
access to product-relevant information.
tips and tricks for product use.
a new way to order and purchase products.
From entertaining experiences, consumers are interacting with thousands of
third-party skills every day

18. Companion App
• Register a device
• View and manage
actions
• Link third party accounts
• View lists
• Enable/Disable skills

19. Popular Skills Categories
S M A R T H O M E C O N N E C T E D C A R S P O R T S E N T E R T A I N M E N T
E D U C A T I O N & R E F E R E N C E
H E A L T H
& F I T N E S S
T R A V E L F O O D & D R I N K L I F E S T Y L EF I N A N C E

20. CONSUMER JOURNEY
I use the Uber skill to
request a ride to my
spinning class.
I use the NYC Subway
Status skill to check
the train schedule and find
that there are significant
delays.
I ask Alexa for the weather,
and the morning NPR
headlines.
A Day in the Life of an Alexa User
A F T E R N O O N E V E N I N GM O R N I N G

21. CONSUMER JOURNEY
I use the 1-800 Flowers
Skill to order flowers
for my mom’s birthday
next week.
During lunch, I spill
some pizza sauce on
my shirt, I use the Tide
skill to for stain
removal instruction.
A lunch time, I use the
Dominoes Skill to
order pizza.
When I return home, I
use the Phillips Skill to
turn on the living room
lights.
I use the Uber skill to
request a ride to my
spinning class.
I use the NYC Subway
Status skill to check
the train schedule and find
that there are significant
delays.
I ask Alexa for the weather,
and the morning NPR
headlines.
Imagine - A Day in the Life of an Alexa User
A F T E R N O O N E V E N I N GM O R N I N G

22. CONSUMER JOURNEY
I use the Campbell’s Kitchen
skill to find a recipe to make
for dinner.
I use the Patrón skill to
find a beverage recipe to
pair with my dinner.
I use the Uber skill to
request a ride to my
spinning class.
I use the NYC Subway
Status skill to check
the train schedule and find
that there are significant
delays.
I ask Alexa for the weather,
and the morning NPR
headlines.
I ask use the
Yahoo Fantasy Football skill
to check
on my matchup.
While I enjoy my meal, I
use the Spotify skill to play
some relaxing music.
A F T E R N O O N E V E N I N GM O R N I N G
I use the 1-800 Flowers
Skill to order flowers
for my mom’s birthday
next week.
During lunch, I spill
some pizza sauce on
my shirt, I use the Tide
skill to for stain
removal instruction.
A lunch time, I use the
Dominoes Skill to
order pizza.
When I return home, I
use the Phillips Skill to
turn on the living room
lights.
Imagine - A Day in the Life of an Alexa User

23. A F T E R N O O N E V E N I N GM O R N I N G
When I wake up, I ask Alexa,
what’s in the news?
I use the National Rail
skill to plan my route to
work and check if there
are delays or
cancellations of trains.
Imagine - A day in the life of a UK Consumer

24. A F T E R N O O N E V E N I N GM O R N I N G
When I wake up, I ask Alexa,
what’s in the news? When I return home, I
use the Phillips Skill to
turn off the living room
lights.
A lunch time, I use the Just Eat Skill
to order my favorite food.
Before I leave work, I
use the Nest Skill to
raise the temperature
in my house by 5
degrees so it’s the
perfect temperature
when I arrive home.
I use the National Rail
skill to plan my route to
work and check if there
are delays or
cancellations of trains.
I use the Sky Scanner
Skill to find me the best
flight prices for an
upcoming trip.
Imagine - A day in the life of a UK Consumer

25. A F T E R N O O N E V E N I N GM O R N I N G
When I wake up, I ask Alexa,
what’s in the news? When I return home, I
use the Phillips Skill to
turn off the living room
lights.
A lunch time, I use the Just Eat Skill
to order my favorite food.
Before I leave work, I
use the Nest Skill to
raise the temperature
in my house by 5
degrees so it’s the
perfect temperature
when I arrive home.
I use the National Rail
skill to plan my route to
work and check if there
are delays or
cancellations of trains.
I use the Jamie Oliver
skill to find a recipe to
make for dinner.
I use the Sky Scanner
Skill to find me the best
flight prices for an
upcoming trip.
I ask use the
Sky News skill to catch up
on my nightly news.
Imagine - A day in the life of a UK Consumer

26. For the Geeks

27. Alexa Frameworks
Alexa is supported by two powerful frameworks
ALEXA
VOICE
SERVICE
Unparalleled Distribution:
AVS allows your content
to be everywhere
Create Great Content:
ASK is how you connect
to your consumer
ALEXA
SKILLS
KIT
Lives In The Cloud
Automated Speech
Recognition (ASR)
Natural Language
Understanding (NLU)
Always Learning

28. Inside the Alexa Skills Kit (ASK)
Here’s how ASK works
Alexa Identifies Skill & Recognizes Intent
Through ASR & NLU
You Pass Back a Textual or
Audio Response
You Pass Back a Graphical
Response
Alexa Converts Text-to-Speech
(TTS) & Renders Graphical
Component
Respond to Intent through
Text & Visual
Alexa sends Customer
Intent to Your Service
Your Service
processes
Request
User Makes
a Request
Audio Stream is
sent up to Alexa

29. How could you get started

30. DEFINE
Start By Asking The Right Questions
What are consumers most interested
in?
What are their needs from your brand
or service?
What will surprise & delight them?
How can voice impact your consumer
journey & help you achieve your
business goals?
How to Get Started

31. DEFINE
Start By Asking The Right Questions
DEPLOY
Design, Build & Deploy Your Skill
What are your consumers most
interested in?
What are their needs from your brand
or service?
What will surprise & delight them?
How can voice impact your consumer
journey & help you achieve your
business goals?
Design your experience to drive
the user to key conversion points.
Ensure best practices in voice design
and development are baked into your
skill.
Define your Go To Market plan
& utilize your owned channels to
promote it to your customer base.
How to Get Started

32. DEFINE
Start By Asking The Right Questions
DEPLOY
Design, Build & Deploy Your Skill
OPTIMIZE
Listen to Your Users &
Optimize the Experience
What are your consumers most
interested in?
What are their needs from your brand
or service?
What will surprise & delight them?
How can voice impact your consumer
journey & help you achieve your
business goals?
Design your experience to drive
the user to key conversion points.
Ensure best practices in voice design
and development are baked into your
skill.
Define your Go To Market plan
& utilize your owned channels to
promote it to your customer base.
Review and utilize analytics and
reviews to enhance the skill
Monitor reviews and respond
to consumers & help address
their interests/challenges
in utilizing your skill
How to Get Started

33. The Importance of Strong VUI Design
An engaging Alexa skill starts with a well-designed voice experience. Ogilvy offers the creative expertise for building the voice
user interface (VUI) to help create great experiences and simplifies skill development and Amazon® required skill certification.

34. Our partnership with Amazon
provides a plan to take your projects
from inception to launch with a
honed process that includes multiple
touch-points with the Alexa team.
START
END
VOICE EXPERIENCE
DESIGN
2TESTING & CERTIFICATION
The Plan 1
3
DEVELOPMENT
A high-level framework to help get you
started

35. START
END
2
DEVELOPMENT
TESTING & CERTIFICATION
The Plan 1
3
Establish Strategic & Creative Direction
Develop User Flows & Scripts
Prepare Utterances & Responses
~4–8 Weeks
VOICE EXPERIENCE
DESIGN
A high-level framework to help get you
started

36. START
END
2TESTING & CERTIFICATION
The Plan 1
3
Establish Strategic & Creative Direction
Develop User Flows & Scripts
Prepare Utterances & Responses
~4–8 Weeks
VOICE EXPERIENCE
DESIGN
DEVELOPMENT
Bring the Skill to Life
Perform QA Testing
Prepare Skill for Amazon Review
~3- 6 Weeks
A high-level framework to help get you
started

37. START
END
2
DEVELOPMENT
Bring the Skill to Life
Perform QA Testing
Prepare Skill for Amazon Review
~3–6 WeeksTESTING & CERTIFICATION
Initial Skill Certification
Amazon & Developer Testing & Adjustments
Re-Certification & Deployment
~4 Weeks
The Plan 1
3
Establish Strategic & Creative Direction
Develop User Flows & Scripts
Prepare Utterances & Responses
~4–8 Weeks
VOICE EXPERIENCE
DESIGN
A high-level framework to help get you
started

38. Insights & Highlights
Inspiration from brands who’ve built Alexa skills
“Can You Make Me a Drink?”
Bringing the brains of the bartender home.
“How Big Is My Baby This Week?”
Helping inform expectant parents.
“What Kind of Dog Is Right For Me?”
Connecting people with the perfect pet.
Patrón knows tequila, has great recipes and
has great tips on mixing drinks at its
fingertips.
The brand built a voice experience that
brings the comfort of a good drink to the
comfort of its consumers’ homes…and put a
the knowledge of a bartender at the tip of its
users’ tongues.
BabyCenter, trusted by over 300 million moms, is
a go to source to help inform parents as they
count down to their baby’s arrival.
Weekly updates and helpful tips tied to fetal
development — customized to the parent’s due
date — help connect parents with their little
one’s and hear what to expect as their baby
grows.
Purina’s been part of the passionate about
the lives we share with our canine
companions, and believes pets and people
are better together.
The brand built a voice experience to help
connect those looking for a dog with the
breed information they need to choose the
perfect companion suited to their lifestyle.

39. So what can you do

45. Things
developed in
the Ogilvy
Innovation Lab

49. Questions!
Rob BlackieRitesh Patel
ritesh.patel@ogilvy.com