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Paprika :Voice is a Spice

Thomas S. McCarthy-Howe

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World Wide Paprika Incorporated

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Hard Times in the Paprika Game

2 Billion Dollar US Market for Spices and Seasoning, but it’s not growing

Falling paprika prices (ARPU), hard to differentiate between offerings, hard to brand

Big iron cycle is taking full effect...

No barriers to entry, increased competition

We have to find a way to compete, some way to move our product forward.... we must innovate... enhance our offering...

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Voice is Simply a Commodity

Oil, corn, paprika, soybeans, oats, ethanol, wheat, rice, steel

Commodities increase their value from being generic

Chicago Board of Trade Grade A Corn

Our attempts to enhance voice diminish that value

People simply don’t want different voice experiences

Surprise is bad with commodities.

Is there anything that works? Are we doomed?

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How do we grow our market?

We have a role model... corn

Corn is currently $4.00 a bushel, about the same price as 1910

Yet corn production in the last 100 years is through the roof

And far outpaces population growth

Nobody enhances the end product, or even tries

Nearly all improvements are on yield, disease resistance

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We don’t rule corn. It rules us.

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What should we do?Accept our role as a commodity

Make it a mission to make voice easy to integrate

Resist innovation of our end product

Encourage innovation in the production of our end product

90% of us need to find ways of using voice, not creating it

We need less farmers, we need more cooks

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How would you use voice?

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Any way you want.

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An eComm 2008 presentation –

http://eCommMedia.com for more