Advanced Portal Solutions
VMA – 29 & 30 October 2001
Jérôme THOMAS
UNISYS Communications
Voice Portal Program Director
« Delivering winning speech services to the Mass Market »
VMA 2001 - Paris, 29 - 30 October2 We have a head for e-business
• Voice Portal concept• Market Trends & Opportunities• Value for consumers• Telco’s expectations• Manufacturer requirements• Advanced Portal Solutions• Client Business Case• Summary
Agenda
VMA 2001 - Paris, 29 - 30 October3 We have a head for e-business
Can you spell Portal ?
Personal Portal?
Universal Portal?
Voice Portal? Voice Gateway?
Voice XML?
Voice Access to Content?
Web Clients? WAP/3G Clients?
Personal Assistant?
VUI?
Portal Browser?
Vocal Directories ?
Internet Portal?
Portals …
VMA 2001 - Paris, 29 - 30 October4 We have a head for e-business
Universal Portal
Web Browser (PC Client)
Wireless Browser
Voice Browser (VUI)VoicePortal
PersonalPortal
Messaging
Portal concept
Universal Portal - Web Content, Services, Email
Messaging - Voice Mail, Fax Mail, SMS, UM
Personal Portal – Subscriber and or Carrier personalization for Web and Voice Access
Voice Portal – a sub set of content and services available via Voice through the Telephony User Interface
VMA 2001 - Paris, 29 - 30 October5 We have a head for e-business
More than 1.5 billion phones worldwide Over 600 million Mobile phone users worldwide While 200 million people now access the Internet worldwide
from a PC, more than 2 billion currently have telephony access but not Internet access.
Worldwide Internet access is projected to grow to 600 million by 2004, with telephone access reaching some 5 billion during that same period.
Voice Portal services can increase Internet availability by a factor of 10.
Worldwide Market Potential
The telephone is the ultimate access device to the Internet.
VMA 2001 - Paris, 29 - 30 October6 We have a head for e-business
Market Catalyst
New Business Opportunities– Offers new business opportunities to current advertising and
ecommerce partners New Markets
– Voice Portal provides access to an entirely new market of non-Internet users
Competition– Leading Telcos are developing an organized premium service
“Voice Portal” strategy – Telcos will deliver not only applications but also network
infrastructure for the Voice Portal Web Need to build Brand Awareness
– The Voice Portal is a unique channel by which a Telco can communicate its brand
VMA 2001 - Paris, 29 - 30 October7 We have a head for e-business
Voice is the thing …
Because, it is more natural It is the simplest medium to handle
transaction Very simple to use and require no complex
training Phone set independent Ideal to get people or information from a
single point of access - the Voice Portal
VMA 2001 - Paris, 29 - 30 October8 We have a head for e-business
Voice matters in …
Messaging services– Flat User Interface – Adaptation dialog– Voice Activated Dialing– Tree shortcuts with extended
grammar – Automatic Language selection – Vocal authentication
Call Centers– Customer care– CRM
E-commerce, M-commerce
– Voice banking
• Directory services– PIM services– Personal Address book– Corporate Directory– Community Directory
(White/Yellow Page, Business )
• Access to content– Stock quotes– Push/Pull info– Local News– Weather– e-mail attachment – Driving directions
VMA 2001 - Paris, 29 - 30 October9 We have a head for e-business
Value for consumers 1/2
Allow any customer, at anytime, from anywhere
to access people or content in the most natural way
- by using their own words -
VMA 2001 - Paris, 29 - 30 October10 We have a head for e-business
Value for consumers 2/2
Only using the power of Verbal conversations– Hands free access to services (becoming a legal requirement)– Simple access / simple navigation with shortcuts– Adaptive dialog for different skills– Intuitive/natural commands
No need for complex devices nor extended memory– Unification is made in the network, complexity handled by
manufacturers– Single entry point for various services– No training for recognition required– Class Of Service option– Personalization through web access
VMA 2001 - Paris, 29 - 30 October11 We have a head for e-business
Telco’s expectations 1/3
Mass Market usage– Leverage Voice Mail user habit to provide Integrated High
Value Services (av. 2 Mbx access / days)– Leverage SMS, WAP, MMS with convergence services– Robustness and high quality
Cost reduction– Integrate Customer Service Functions– Incorporate or expand Enterprise Portal exposure– Automation of Enhanced Directory Assistance– Less expensive to add a service to existing client than to
acquire a new client– Trial new services more quickly
VMA 2001 - Paris, 29 - 30 October12 We have a head for e-business
Telco’s expectations 2/3
Increase revenue– Transaction Fees for Value-Added Services– Additional Airtime Usage– Subscription based Services– Sponsorships, Advertising
Service Innovation– Find resonance with SMS and in Mobile and Wireline – “Listen and Feel” that Matches your Corporate Image and
increase Branding opportunities– Differentiation from the Competition
VMA 2001 - Paris, 29 - 30 October13 We have a head for e-business
Telco’s expectations 3/3
Higher subscriber loyalty (Reduce Churn)– Custom personalized services based on preference and
location of caller– Customers can access important information in various
locations from any phone Deeper customer relationships
– Facilitate voice and mobile commerce transactions– Enables customers to have a natural language interaction
with services New customer insights
– Expand new customer reach– Analysis of usage patterns and call statistics
VMA 2001 - Paris, 29 - 30 October14 We have a head for e-business
Business Case example
Assumptions (example)– Service provider has 2.5 MM subscribers– 5% of subscribers use ad supported voice portal
Voice portal user calls 10 times a month Average ad revenue per call is 15 cents
– 5% of subscribers subscribe to an ad-free voice portal Subscription fees are $4 per month in addition to basic service
fees
Results– Additional advertising revenue = $187,500 / month = $2.25
MM / Year – Additional revenue over basic subscription revenue = $500K
/ month = $6 MM / Year
VMA 2001 - Paris, 29 - 30 October15 We have a head for e-business
Manufacturer requirements 1/2
Speech technology must be deeply integrated– Offering Speech Recognition, speech Synthesis and
VoiceXML interpretation– Vendor neutral to cope with fast moving technology– Multi-language capacity within an application / market– Performance optimization with Quality– High Density pooling of ASR/TTS resources– Voice XML Open Standard integrated with Native mode (*) – Scalability and Redundancy for ports and sessions– Close partnership with 3rd party vendors and Standardization
committee (W3C, VoiceXML forum, …)
(*) VoiceXML 2.0 just released.
VMA 2001 - Paris, 29 - 30 October16 We have a head for e-business
Manufacturer requirements 2/2
Specific Application development methodology– User acceptance is number one factor in application success.– Application independent from the technology (Dynamic
grammars, N-best, …)– Human factors and ergonomics known and shared
throughout the Chain Delivery expertise
– Cost effective solutions for very large roll-out.– Flexible adaptations– Service quality robust against network constraints (multi-
locations, noise, echo, …) – Follow and optimize user experience along with service
usage
VMA 2001 - Paris, 29 - 30 October17 We have a head for e-business
Voice Portal Services
Voice Access toContent
Stock Stock QuotesQuotes
WeatherWeather
NewsNews
Speech Centric Messaging
MessagesMessages
NL Speech Services
Serve lets
Sound FilesGrammarsGrammarsGrammars
Figure out WHAT People will say.
Top level designevaluation
Develop application
INTERACTIONS
Detailed design
Control RUNTIME
Build & Deploy
ApplicationVoiceXML
Document(s)
From a Single
Entry point
Vocal Directories & VAD
Yellow PagesYellow Pages
VMA 2001 - Paris, 29 - 30 October18 We have a head for e-business
Advanced Voice Portal Solutions
Integrated,Integrated,Open,Open,Speech centric.Speech centric.
A space for A space for new services,new services,new experience,new experience,new revenues.new revenues.
VMA 2001 - Paris, 29 - 30 October19 We have a head for e-business
Successful Engagements
Speech ExpertiseHuman Factors, WoZ Simulation,
ADM, Service Creation, Consulting,Trials, Evaluations,
Full Life Cycle Development
TechnologyASR, TTS, HW, SW,
VoiceXML
ApplicationROI,
VUI, Dialogue Design, Localization,Call Flow, Prompts,
Grammars, Expected Utterances,CTI, DB
SuccessSuccess
VMA 2001 - Paris, 29 - 30 October20 We have a head for e-business
Summary
Current market is saturated with basic services Subscriber loyalty is a significant cost issue effecting the
bottom line. Advanced Voice portal solutions offers new business
opportunities in Wireless 2G and 3G, and Wireline Speech Service creation, Integration skills and technologies
leadership. A solid solution increases market share and brand recognition
Voice Portal Mission« Voice-enabled access to people and content anywhere, anytime, from any wireline or wireless
device »
VMA 2001 - Paris, 29 - 30 October21 We have a head for e-business
Thank You .Jérôme THOMAS
Voice Portal Program Director