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Advanced Portal Solutions

Advanced Portal Solutions. « Delivering winning speech services to the Mass Market ». VMA – 29 & 30 October 2001. Jérôme THOMAS UNISYS Communications Voice Portal Program Director Jerome.Thomas@Unisys.com. Agenda. Voice Portal concept Market Trends & Opportunities Value for consumers

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Advanced Portal Solutions

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  1. Advanced Portal Solutions « Delivering winning speech services to the Mass Market » VMA – 29 & 30 October 2001 Jérôme THOMAS UNISYS Communications Voice Portal Program Director Jerome.Thomas@Unisys.com

  2. Agenda • Voice Portal concept • Market Trends & Opportunities • Value for consumers • Telco’s expectations • Manufacturer requirements • Advanced Portal Solutions • Client Business Case • Summary VMA 2001 - Paris, 29 - 30 October

  3. Portals … Universal Portal? Personal Assistant? Internet Portal? Personal Portal? Voice XML? Portal Browser? Can you spell Portal ? Web Clients? WAP/3G Clients? Voice Portal? Voice Gateway? VUI? Vocal Directories ? Voice Access to Content? VMA 2001 - Paris, 29 - 30 October

  4. Universal Portal Messaging Wireless Browser Web Browser (PC Client) Personal Voice Browser (VUI) Portal Voice Personal Portal – Subscriber and or Carrier personalization for Web and Voice Access Messaging - Voice Mail, Fax Mail, SMS, UM Portal Universal Portal - Web Content, Services, Email Voice Portal – a sub set of content and services available via Voice through the Telephony User Interface Portal concept VMA 2001 - Paris, 29 - 30 October

  5. 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 October

  6. 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 Market Catalyst VMA 2001 - Paris, 29 - 30 October

  7. 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 Voice is the thing … VMA 2001 - Paris, 29 - 30 October

  8. 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 Voice matters in … VMA 2001 - Paris, 29 - 30 October

  9. Value for consumers 1/2 Allow any customer, at anytime, from anywhere to access people or contentin the most natural way - by using their own words - VMA 2001 - Paris, 29 - 30 October

  10. 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 Value for consumers 2/2 VMA 2001 - Paris, 29 - 30 October

  11. 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 Telco’s expectations 1/3 VMA 2001 - Paris, 29 - 30 October

  12. 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 Telco’s expectations 2/3 VMA 2001 - Paris, 29 - 30 October

  13. 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 Telco’s expectations 3/3 VMA 2001 - Paris, 29 - 30 October

  14. 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 Business Case example VMA 2001 - Paris, 29 - 30 October

  15. 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, …) Manufacturer requirements 1/2 (*) VoiceXML 2.0 just released. VMA 2001 - Paris, 29 - 30 October

  16. 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 Manufacturer requirements 2/2 VMA 2001 - Paris, 29 - 30 October

  17. Voice Access to Content Vocal Directories & VAD Speech Centric Messaging Messages Yellow Pages Top level design evaluation Detailed design Build & Deploy News Stock Quotes Weather Develop application INTERACTIONS Figure out WHAT People will say. Control RUNTIME Sound Files Application VoiceXML Document(s) Grammars Grammars Grammars Serve lets NL Speech Services Voice Portal Services From a Single Entry point VMA 2001 - Paris, 29 - 30 October

  18. Advanced Voice Portal Solutions Integrated, Open, Speech centric. A space for new services, new experience, new revenues. VMA 2001 - Paris, 29 - 30 October

  19. Successful Engagements Success Speech Expertise Human Factors, WoZ Simulation, ADM, Service Creation, Consulting, Trials, Evaluations, Full Life Cycle Development Application ROI, VUI, Dialogue Design, Localization, Call Flow, Prompts, Grammars, Expected Utterances, CTI, DB Technology ASR, TTS, HW, SW, VoiceXML VMA 2001 - Paris, 29 - 30 October

  20. Current market is saturated with basic services Subscriber loyalty is a significant cost issue effecting the bottom line. Advanced Voice portalsolutions 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 » Summary VMA 2001 - Paris, 29 - 30 October

  21. Thank You . Jérôme THOMAS Voice Portal Program Director Jerome.Thomas@Unisys.com VMA 2001 - Paris, 29 - 30 October

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