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Voice-activated Devices & Brand Opportunities

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Rob Blackie Ritesh Patel

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TheInternetofthings

Connecting things in the home – Growing

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

VoiceisEverywhere

Source:MindMeldTIME

2005 2010 2015 2020

0B

100B

200B

300B

K E YWORD S E A RCH E S

VO I C E S EA RCH E S

WORLDWIDESEARCHESPERMONTH

In2014,voicesearchtrafficwasnegligible.Todayitexceeds10%ofallsearchtraffic.

Virtualassistantsexceed50Bvoicesearchespermonth.

AmazonEchobecamethefastest-sellingBluetoothspeakerinhistory.

By2020,over200billionsearchespermonthwillbedonewithvoice.

Voiceisfastbecomingthenewstandard

By2018,30%ofourinteractionswithtechnologywillbethrough

conversationswithsmartmachines

Source:DesignNews:“UXDesign:TheAgeofVoiceIsHere

30%OFINTERACTIONS

VoiceDigitalAssistantB2C2021RevenueProjections

Source:Tractica:VirtualDigitalAssistantsReportAugust2016

$11.7BN/YR

AlexaSkillsIncreasingRapidlyGrowingover350%fromSept

2015–Nov2016

OVER350%GROWTH

Source:BergInsight

VoiceisPowerful

ConnectedHomeInstallBase2017Projectionsdrivingover

$12BNinRevenue/Year

45MMHOMES

WelcometoyourECHOJourneyAlexa 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

SmartHome

Fun&

Games

Shopping AlexaSkills

Peoplepoweringinnovation

“Ipersonallylovethemultiplealarms,sincetheyarethefirstthingwedoeachmorning,settingthemformedicationtimes.Itistheperfectreminder!“

“Theothernight,IfoundGaryplayinghisownversionofamemorygamewithAlexa.Hewastryingtocomeupwithsongsherememberedandhadn'theardforawhileandwouldaskhertoplaythem.”

“Weusetheshoppinglistfeaturealot,andmyhusbandhasaddedthingstothelistthatheremembered,whileIwasalreadyatthestore.ShouldImentionheaddsthingslikechocolatebarswhenI'mnotlooking?”

ECHO is a Big Win for Voice Interfaces

• Morethan11millionECHOunitshavesoldsinceit’sdebut

• IntegrationswithECHOarefastandnumerous,it’sflexible,dependableandintegrateseasilywithotherproducts

• TranscendsintoAmazonretailseamlessly

• AmazonECHO’stechnologyhasevenbeenadaptedbyFordMotorstobuildtheassistantintotheirnewcars

• AmazonPrimeDay7/11/2017sawrecordsalesandthemostpopularpurchasewastheECHODot

15KPUBL I SHED S K I L L S

OVER

AllenabledbytheAlexaapp,voice,orAmazon.com

Brandedskillsprovidecustomerswith:

seamlessinteractionwithyourbrandorIPthroughvoice.

accesstoproduct-relevantinformation.

tipsandtricksforproductuse.

anewwaytoorderandpurchaseproducts.

Fromentertainingexperiences,consumersareinteractingwiththousandsofthird-partyskillseveryday

CompanionApp

• Registeradevice• Viewandmanage

actions• Linkthirdpartyaccounts• Viewlists• Enable/Disableskills

PopularSkillsCategories

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

CONSUMERJOURNEY

IusetheUberskilltorequestaridetomy

spinningclass.

IusetheNYCSubwayStatusskilltocheck

thetrainscheduleandfindthattherearesignificant

delays.

IaskAlexafortheweather,andthemorningNPR

headlines.

ADayintheLifeofanAlexaUserA F T E R N O O N E V E N I N GMO R N I N G

CONSUMERJOURNEY

Iusethe1-800FlowersSkilltoorderflowersformymom’sbirthday

nextweek.

Duringlunch,Ispillsomepizzasauceonmyshirt,IusetheTide

skilltoforstainremovalinstruction.

Alunchtime,IusetheDominoesSkillto

orderpizza.

WhenIreturnhome,IusethePhillipsSkilltoturnonthelivingroom

lights.

IusetheUberskilltorequestaridetomy

spinningclass.

IusetheNYCSubwayStatusskilltocheck

thetrainscheduleandfindthattherearesignificant

delays.

IaskAlexafortheweather,andthemorningNPR

headlines.

Imagine-ADayintheLifeofanAlexaUserA F T E R N O O N E V E N I N GMO R N I N G

CONSUMERJOURNEY

IusetheCampbell’sKitchenskilltofindarecipetomake

fordinner.

IusethePatrónskilltofindabeveragerecipetopairwithmydinner.

IusetheUberskilltorequestaridetomy

spinningclass.

IusetheNYCSubwayStatusskilltocheck

thetrainscheduleandfindthattherearesignificant

delays.

IaskAlexafortheweather,andthemorningNPR

headlines.

IaskusetheYahooFantasyFootballskill

tocheck onmymatchup.

WhileIenjoymymeal,IusetheSpotifyskilltoplay

somerelaxingmusic.

A F T E R N O O N E V E N I N GMO R N I N G

Iusethe1-800FlowersSkilltoorderflowersformymom’sbirthday

nextweek.

Duringlunch,Ispillsomepizzasauceonmyshirt,IusetheTide

skilltoforstainremovalinstruction.

Alunchtime,IusetheDominoesSkillto

orderpizza.

WhenIreturnhome,IusethePhillipsSkilltoturnonthelivingroom

lights.

Imagine-ADayintheLifeofanAlexaUser

A F T E R N O O N E V E N I N GMO R N I N G

WhenIwakeup,IaskAlexa,what’sinthenews?

IusetheNationalRailskilltoplanmyroutetoworkandcheckifthere

aredelaysorcancellationsoftrains.

Imagine-AdayinthelifeofaUKConsumer

A F T E R N O O N E V E N I N GMO R N I N G

WhenIwakeup,IaskAlexa,what’sinthenews? WhenIreturnhome,I

usethePhillipsSkilltoturnoffthelivingroom

lights.

Alunchtime,IusetheJustEatSkilltoordermyfavoritefood.

BeforeIleavework,IusetheNestSkilltoraisethetemperatureinmyhouseby5degreessoit’stheperfecttemperaturewhenIarrivehome.

IusetheNationalRailskilltoplanmyroutetoworkandcheckifthere

aredelaysorcancellationsoftrains.

IusetheSkyScannerSkilltofindmethebest

flightpricesforanupcomingtrip.

Imagine-AdayinthelifeofaUKConsumer

A F T E R N O O N E V E N I N GMO R N I N G

WhenIwakeup,IaskAlexa,what’sinthenews? WhenIreturnhome,I

usethePhillipsSkilltoturnoffthelivingroom

lights.

Alunchtime,IusetheJustEatSkilltoordermyfavoritefood.

BeforeIleavework,IusetheNestSkilltoraisethetemperatureinmyhouseby5degreessoit’stheperfecttemperaturewhenIarrivehome.

IusetheNationalRailskilltoplanmyroutetoworkandcheckifthere

aredelaysorcancellationsoftrains.

IusetheJamieOliverskilltofindarecipeto

makefordinner.

IusetheSkyScannerSkilltofindmethebest

flightpricesforanupcomingtrip.

IaskusetheSkyNewsskilltocatchup

onmynightlynews.

Imagine-AdayinthelifeofaUKConsumer

FortheGeeks

AlexaFrameworksAlexaissupportedbytwopowerfulframeworks

ALEXA VOICE SERV ICE

UnparalleledDistribution:AVSallowsyourcontent tobeeverywhere

CreateGreatContent:ASKishowyouconnect toyourconsumer

ALEXA SK I L LS K IT

LivesInTheCloud

AutomatedSpeechRecognition(ASR)

NaturalLanguageUnderstanding(NLU)

AlwaysLearning

InsidetheAlexaSkillsKit(ASK)Here’showASKworks

AlexaIdentifiesSkill&RecognizesIntentThroughASR&NLU

YouPassBackaTextualorAudioResponse

YouPassBackaGraphicalResponse

AlexaConvertsText-to-Speech(TTS)&RendersGraphicalComponent

RespondtoIntentthroughText&Visual

AlexasendsCustomerIntenttoYourService

YourServiceprocessesRequest

UserMakesaRequest

AudioStreamissentuptoAlexa

Howcouldyougetstarted

DEFINEStartByAskingTheRightQuestions

Whatareconsumersmostinterestedin?

Whataretheirneedsfromyourbrandorservice?

Whatwillsurprise&delightthem?

Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusinessgoals?

HowtoGetStarted

DEFINEStartByAskingTheRightQuestions

DEPLOYDesign,Build&DeployYourSkill

Whatareyourconsumersmostinterestedin?

Whataretheirneedsfromyourbrandorservice?

Whatwillsurprise&delightthem?

Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusinessgoals?

Designyourexperiencetodrive theusertokeyconversionpoints.

Ensurebestpracticesinvoicedesignanddevelopmentarebakedintoyourskill.

DefineyourGoToMarketplan&utilizeyourownedchannelstopromoteittoyourcustomerbase.

HowtoGetStarted

DEFINEStartByAskingTheRightQuestions

DEPLOYDesign,Build&DeployYourSkill

OPTIMIZEListentoYourUsers&OptimizetheExperience

Whatareyourconsumersmostinterestedin?

Whataretheirneedsfromyourbrandorservice?

Whatwillsurprise&delightthem?

Howcanvoiceimpactyourconsumerjourney&helpyouachieveyourbusinessgoals?

Designyourexperiencetodrive theusertokeyconversionpoints.

Ensurebestpracticesinvoicedesignanddevelopmentarebakedintoyourskill.

DefineyourGoToMarketplan&utilizeyourownedchannelstopromoteittoyourcustomerbase.

Reviewandutilizeanalyticsandreviewstoenhancetheskill

Monitorreviewsandrespond toconsumers&helpaddress theirinterests/challengesinutilizingyourskill

HowtoGetStarted

TheImportanceofStrongVUIDesign

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.

OurpartnershipwithAmazonprovidesaplantotakeyourprojectsfrominceptiontolaunchwithahonedprocessthatincludesmultipletouch-pointswiththeAlexateam.

START

END

VOICEEXPERIENCEDESIGN

2TESTING&CERTIFICATION

ThePlan 1

3DEVELOPMENT

Ahigh-levelframeworktohelpgetyoustarted

START

END

2DEVELOPMENT

TESTING&CERTIFICATION

ThePlan 1

3

EstablishStrategic&CreativeDirection

DevelopUserFlows&Scripts

PrepareUtterances&Responses

~4–8Weeks

VOICEEXPERIENCEDESIGNAhigh-levelframeworktohelpgetyou

started

START

END

2TESTING&CERTIFICATION

ThePlan 1

3

EstablishStrategic&CreativeDirection

DevelopUserFlows&Scripts

PrepareUtterances&Responses

~4–8Weeks

VOICEEXPERIENCEDESIGN

DEVELOPMENTBringtheSkilltoLife

PerformQATesting

PrepareSkillforAmazonReview

~3-6Weeks

Ahigh-levelframeworktohelpgetyoustarted

START

END

2

DEVELOPMENTBringtheSkilltoLife

PerformQATesting

PrepareSkillforAmazonReview

~3–6WeeksTESTING&CERTIFICATION

InitialSkillCertification

Amazon&DeveloperTesting&Adjustments

Re-Certification&Deployment

~4Weeks

ThePlan 1

3

EstablishStrategic&CreativeDirection

DevelopUserFlows&Scripts

PrepareUtterances&Responses

~4–8Weeks

VOICEEXPERIENCEDESIGNAhigh-levelframeworktohelpgetyou

started

Insights&HighlightsInspirationfrombrandswho’vebuiltAlexaskills

“CanYouMakeMeaDrink?”Bringingthebrainsofthebartenderhome.

“HowBigIsMyBabyThisWeek?”Helpinginformexpectantparents.

“WhatKindofDogIsRightForMe?”Connectingpeoplewiththeperfectpet.

Patrónknowstequila,hasgreatrecipesandhasgreattipsonmixingdrinksatitsfingertips.

Thebrandbuiltavoiceexperiencethatbringsthecomfortofagooddrinktothecomfortofitsconsumers’homes…andputatheknowledgeofabartenderatthetipofitsusers’tongues.

BabyCenter,trustedbyover300millionmoms,isagotosourcetohelpinformparentsastheycountdowntotheirbaby’sarrival.

Weeklyupdatesandhelpfultipstiedtofetaldevelopment—customizedtotheparent’sduedate—helpconnectparentswiththeirlittleone’sandhearwhattoexpectastheirbabygrows.

Purina’sbeenpartofthepassionateabouttheliveswesharewithourcaninecompanions,andbelievespetsandpeoplearebettertogether.

Thebrandbuiltavoiceexperiencetohelpconnectthoselookingforadogwiththebreedinformationtheyneedtochoosetheperfectcompanionsuitedtotheirlifestyle.

Sowhatcanyoudo

Things developed in the Ogilvy Innovation Lab

Questions!

Rob Blackie Ritesh Patel ritesh.patel@ogilvy.com