mobile virtual assistant : iconcier, siri, and tomorrow
TRANSCRIPT
Virtual (Mobile) Assistant
iConcier, Siri, and tomorrow
Mobile Monday
Brussels, 0ct 17th, 2011
Emmanuel Mouclier
00 33 6 76 72 24 40
Mobile Instant
Messaging
Communication
Data access Mobile
Internet
Mobile contents
TV mobile
Lifestyle
infrastructure
Social
Networking
services
Sharing personal
contents
Mobile FeliCa, NFC
Credit Card, payment card,
transport card on mobile…
Behavioral
Marketing
Virtual Assistant,
Customized
loyalty
Program…
2010 1995 2000 2005
Applications
NTT DoCoMo Vision
i-Concier screen shot
Mainly, iConcier is a behavioral Marketing tool,
TV Ad for iConcier by NTT DoCoMo (march 2010) :
Video http://www.dailymotion.com/video/xcloux_cm-docomo-iconcier-
201003_shortfilms
This TV Ad shows a group of young women walking in the street (staring Horikita
Maki, famous in Japan ), they are wondering where they could eat.
Suddenly iConcier is coming to propose to them a good restaurant with a special
« Suru suru » (good bargain).
They accept and go to this restaurant.
Finally, Shitsuji nos Hitsuji (Shitsuji means sheep in japanese and hitsuji means
majordome) is a fan of Horikita Maki, and he send a Free Desert to her, as a gift.
This the good bargain from iConcier !
For us, this is an example of a proactive Internet service
TV Ad shows
iConcier as a friend
• Apple has always been a vigilant observer of
the japanese market ; they watched iConcier and
used it to invent their own Virtual Mobile Assistant.
• iConcier by NTT DoCoMo :
– A Mobile Personnal Assistant launched in dec
2008 ;
– Connected to more than 150 brands, service
providers, and retailers API : transport info,
promotions, gift ideas, product launching info,
getting out..
– Users pay for the service : around 2 euros /
month
– Launched in dec 2008, more than 5 millions end
of 2010
– New version launched in late 2010 has a better
intelligence (more and better recommendations)
iConcier, Apple’s model ?
Lessons from iConcier
• The explosion of Data in the world make it possible to create Smart
Services, using various interconnections.
– Behavioral Marketing is becoming proactive > The Internet is no more
analysing your browsing to propose adapted Ads, we can now create Smart
and proactive services.
• Mobile users want a natural user interface
• Now, users expect something more from their PC, SmartPhones…
– To be able to understand me
– To be able to act for me
• iConcier has shown this kind of Mobile Virtual Assistant has a great
business model
– Possible Revenus from the users (monthly fees, market place for knowledge
or new skills modules)
– Targetted Advertising Revenue, Affiliation, Couponing
• Siri launched in 2009, using researches from DARPA
• Around 250,000 users in april 2010
• Apple bought Siri for around 200$M according to
Techcrunch US, in may 2010.
• Why ?
– Apple understood that Virtual Assistants
are Google Killers on mobile – The search on mobile is
Context Oriented > Need knowledge of my situation, time, to propose the good answer
Action Oriented > I want to do something soon
Virtual Assistant can also perform actions > They propose a better service than an simple search engine, the promise : « I understand, I search for you, and I do it for you ! »
Siri on iPhone
Siri : Overpass the search engine
And tomorrow…
• According to Gartner, in 2015, 10% of our online friends will be non-
human :
– Forecast 2015 Gartner : http://www.gartner.com/it/page.jsp?id=1480514
From now on, Intelligents Services
will spread out on Internet
Embedded in Web 2.0, emerging in Web 3.0 The intelligent services
Finallly, theWeb 3.0 ?
xBrainSoft solutions
Let’s create Digital Intelligence
Recommenda
tions
Context
Dialog
IAS (Intelligent Agent
Server)
Collects data from various
sources to personalize the
service
Services &
Conversation with the
brands
FaceBook Connect
GPS, (App Detection),
(iTunes scan)…
Past conversations
« I see you seem to love
the Black Eyed Peas.
Would you like to attend
their concert in Brussels
next month ? Shall I get
some tickets for you »
« You’re a fan of running
on FaceBook. Adidas is
launching a running Mobile
Application, shall I
download it for you ? »
« Congratulations for the
birth of your daughter !
Natalys is offering you a
10% off during one month
» Other IAS
Connectors
xBrainSoft : One Intelligence /
Many devices
« Music Dealer »,
A Smart Music Service
Concert Alert & New Album Alert
•Check the next concerts, propose to me some getting out.
Second Hand Tickets • If there is no more place for a
concert, Music Dealer will check for me if there is any second hand ticket available on eBay
TwinLike • A Twinlike is some who has the
same music preferences, it suggest me to meet them or to check what they discovered.
Discovering new artists • Music Dealer propose to me to
discover some new artists & bands
Mix Hit
•Create automatically a playlist according to my music preferences
Gift Ideas • Check the taste of my friends,
and suggest me some Gift Ideas for their birthday.
Reco
Music
Like FaceBook Connect
Youtube Playlist
Past Conversations
Music Dealer, an intelligent
Mobile Music Service
Pre Release in Nov. 2011 !
thank you for your attention !
Emmanuel Mouclier
00 33 6 76 72 24 40
Contact