全球语音技术趋势和洞察报告（英文版）.pptx

,GLOBAL,“Daydreamer” by Michael Reeder, 2016, courtesy of Michael Reeder.,Voice technology is sweeping the world, as will be more digital assistants than humansassistantssuchasAmazonsAlexaandsmart on the planet.3speakers such as Baidus Little Fish captureour imagination. Talking computers, once The opportunity is ripe for businessesseen only on the silver screen, are becoming to get immersed in the voice-activatedan everyday reality, at our beck and call as world. Weve investigated the impact ofdevelopments in artificial intelligence (AI) voice technology on consumer behavior intransform our relationship with them. nine countries across Asia-Pacific, Europeand North America, and distilled the keyEarlyadoptersreportthatthey“wouldntbe business opportunities for brands. WhilewithoutAlexa”asshebecomes“integral”to there are considerable cultural nuances andtheir daily routine. Chinese YouTuber Jing market factors in each country that dictateJing has accumulated 6.5 million views as the local response, we have also identifiedshe plays Eighth Note,1 the voice-activated strongtrendsthatresonateonaglobalscale.smartphone game taking Asia by storm.The age-old medium of voice has lost none Voice technology will not just redefine howof its relevance in the 21st century. weliveourlives,butwillalso bring dramaticchange to the customer experience.ComScore forecasts that half of allsearches will be voice searches by 2020,2 Now is the time for marketers to learn howand by 2021, Ovum predicts that there to Speak Easy.,Jeremy PounderFutures directorMindshare UK,Elizabeth CherianUK directorThe Innovation GroupJ. Walter Thompson,A global trends and insightreport on voice technologyand its impact on brands.,1. Yvette Tan, “Play This Hilarious Voice-activated Flappy Bird Thats Going Viral,” Mashable, March 03, 2017, on.mash.to/2smzAPk 2. Christi Olson, “Just Say It: The Future of Search is Voice and Personal Digital Assistants,” Campaign, 25 April2016, bit.ly/2o1IvQs 3. Ovum, “Digital Assistant and Voice AICapable Device Forecast : 2016-21,” April 2017,sound design and radio.,smartphone users aged between 18 and 65,who shop with Amazon.,ABOUT THIS REPORT,NEUROSCIENCE adopters already owned an Amazon Echo/,Shanghai in partnership with Kantar.,series of tasks. The participants were 102 intelligence (AI), neuroscience, marketing,Carried out in equal partnership between in a two-week self-ethnography project, proprietary market research tool, surveyingJ. Walter Thompson Innovation Group capturing their own behaviors and attitudes over 1,000 smartphone owners aged 18+London and Mindshare Futures, our in a series of voice-technology tasks. in four countries (United Kingdom, Unitedresearch comprised several methodologies, We then ran two focus groups in the United States, Germany and Spain). We alsospanning nine countries (United Kingdom, Kingdom with 12 of these participants. A partnered with Kantar to conduct a surveyUnited States, Germany, Spain, Thailand, mixture of early adopters (who use voice of around500smartphoneownersaged18+Japan, Australia, China and Singapore) and technology at least once per week) and early in an additional five countries (Thailand,covered the six-month period January 2017 majority users (who use voice technology Japan, Australia, China and Singapore).to June 2017. less frequently than once per week) was The total number of respondents globally,recruited. Roughly 40% of the early amounted to 6,780.,EXPERIMENT Echo Dot. We repeated the focus groups in SECONDARY RESEARCH,In partnership with Neuro-Insight, We carried out extensive desk research that,we used Steady-State Topography (SST) EXPERT INTERVIEWS synthesized international cross-category,brain-imaging technology to measure how case studies.the brain responds to voice technology We conducted in-depth interviews with,versus text or typing alternatives for a experts across sectors including artificial DING DONG PARTNERSHIP,Beijing Linglong Co., Ltd providedDingDong home smart speakers for our,QUANTITATIVE RESEARCH Chinese focus group research. J. WalterQUALITATIVE RESEARCH ThompsonisalsopartneringwithLingLong,We carried out a quantitative survey Tech to explore and develop branded voice,More than 30 UK respondents took part using SONAR, J. Walter Thompsons content and solutions in China.,3,CONTENTSGLOBAL VIEW,Voice TodayThe Future Voice ConsumerBrand FuturesImplications,MARKET USAGE,AustraliaChinaGermanyJapanSingaporeSpainThailandUnited Kingdom,Intuition Robotics has createdELLIQ, an active voicecompanion for older adults,designed to help them engagewith new technologies.,06172736,3941434547495153,55 United StatesTHANK YOUS,GLOBAL,VIEW,Resonantia by Jeff Louviereand Vanessa Brown exploresthe relationship betweenphotography and music,by visualising 12 musicalnotes and converting thephotographs into audio.,VOICE TODAY,We stand on the cusp of a fundamentalshift in how we relate to computers.Over the past 50 years, we have been on ajourney that has repeatedly simplified ourmodes of interaction, from punch cardsto keyboard, mouse and then touch. Nowwe return to the most natural and intuitiveform of interactionvoice.For most of our cultural evolutionas a species, humans havetransmitted knowledge and ideasfrom one generation to anotherthrough oral traditionthe voiceis therefore perhaps the mostinnate and intuitive way for usto communicateNick Ryan, composer, sound designer,artist and audio specialistDevelopments in speech recognition andnatural language processing (NLP) meanwe can now talk to computers in a way thatonly appeared in science fiction until justa few years ago. Speech recognition errorrates now match human parity at 5%, andare improving all the time.4 Google recently,announced that it had cut its speech-recognition error rate by more than 30%since 2012.5A lot of people underestimate thedifference between 95% and 99%accuracy in speech recognition.its the difference between youhardly using it and using it all thetime without thinking about itAndrew Ng, former chief scientist, Baidu6As technology further develops, voiceinteractionwillnotonlyshapehowweliveourlives but also how brands reach consumers.GLOBAL LANDSCAPEThe current voice landscape is dominatedby tech giants that offer propositionson a global scale. According to Google,20%of USmobilesearchesonAndroidarebyvoice,7andAmazonsold11millionEchodevices worldwide in the period from mid-2015 to 1 December 2016.8Future growthis anticipated to be strong. The technologyresearch consultancy Ovum estimates that,by 2021 the native digital assistant installedbase will surpass 7.5 billion active devicesmore than one per person on the planet.Ovum predicts Google Assistant will takethe lions share of the market with 23%,followed by Samsungs Bixby (14.5%),Siri (13.1%), Amazons Alexa (3.9%),and Microsofts Cortana (2.3%).9Human language is the new userinterface layerSatya Nadella, CEO, Microsoft10,4. Chris Weller, “IBM Speech Recognition Is on the Verge of Superhuman Accuracy,” Business Insider UK, March 9, 2017, read.bi/2rCSVZQ 5. Jordan Novet, “Google Has Slashed Its Speech Recognition Word Error Rate By More Than 30% Since 2012,” VentureBeat, January 11, 2017, bit.ly/2sIaMxB 6. Contagious, “Bedtime StorySounds,” December 13, 2016, bit.ly/2mM1KgJ 7. Jennifer Slegg, “20% of Googles Mobile Search Queries Are Now Voice Queries,” The SEM Post, May 19, 2016, bit.ly/2n0oAli 8. ngel Gonzlez, “Amazon Has Sold More Than 11 Million Echo Devices, Morgan Stanley Says,” Seattle Times, January 19, 2017, bit.ly/2nV4Oab9. Ovum, “Digital Assistant and Voice AICapable Device Forecast: 201621,” April 2017 10. Richard Waters and Daniel Thomas, “Microsoft Puts AI at Centre of Tech Plans,” Financial Times, March 30, 2017, on.ft/2s99i33,The Echo Dot, which learns and adapts to its owner,is the smallest smart speaker in Amazons collection.,6,AMAZON,Powered by voice assistant Alexa, theAmazon Echo first went on sale in theUS in 2014 exclusively for Amazon Primemembers, but became widely available in2015. The launch of Echo and the smallerEcho Dot at the end of September 2016 intheUKandGermanykickstartedconsumerinterest by creating a new device categoryforvoice.Thereistalkof expansiontoAsiathis year, with a rumored launch in Japan.Amazon has recently launched versionsof the Echo with a screen (Echo Show)and a camera (Echo Look). Alexa hoststhird-party skills, which function muchlike apps but over a voice-user interface(VUI). They can deliver entertainmentand information, execute an action, orenable control of other devices. Amazonhas also made Alexa available to hardwaredevelopers as Alexa Voice Service to buildinto their own products in an attempt tostimulate the market. As an ecommerceplatform, Amazons strongest advantageover its competitors in this category isits unparalleled understanding ofconsumer shopping.,GOOGLE,Google launched Home, its domestichardware equivalent to Echo, in the USin 2016 and expanded into the UK inApril 2017. Google Home is currentlyavailable for pre-order in Canada, withlaunches in Australia, France, Germanyand Japan expected to follow this summer.Home allows third parties to createConversation Actions, which are theequivalent of Amazons skills. It is poweredbyAssistant,avoiceassistantthatiscurrentlyavailable on over 100 million devices,including the iPhone, through the Allomessaging platform.11As of May 2017, Allo supports French,Spanish, German, Hindi and Japaneseand we expect some of these languagesto expand to the Home device over time.Irrespective of the assistant interface,voice capabilities have been built into theGoogle Search and YouTube apps since2009. Googles main advantage in the voicelandscape is its deep understanding of itsusers through search and its range of otherservices, such as Gmail.,APPLE,Apple is a voice pioneer, having launchedits voice assistant Siri in 2011. Late tothe smart speaker category, it announcedthe launch of its HomePod speakerat the Apple Worldwide DevelopersConference (WWDC) in June 2017.12While it has integrated Siri into wearablessuch as the Apple Watch and AirPods,it is challenged by a comparative lack ofmachine-learning capabilities and user datato make a voice assistant fully intelligent,11. Kaluka Wanjala, “Google Assistant Is Active on 100 Million Android Devices,” TechArena, May 19, 2017, bit.ly/2qXEFbV12. Chris Foxx, “Apple Reveals HomePod Smart Speaker,” BBC, June 5, 2017, bbc.co.uk/news/technology-4015815813. Stephen Nellis, “Apples Siri Learns Shanghainese as Voice Assistants Race to Cover Languages,” Reuters, March 9, 2017, reut.rs/2mwGfzx,despite its sophisticated aesthetic thatappeals to design-conscious users.The emphasis on audio quality in thelaunchof theHomePod,ratherthanitsroleas a digital assistant, reflects this, as doesits wider strategic focus on data privacyand security. Nevertheless, Siris strength isits global reach of 36 countries and abilityto speak 21 languages.13Apples HomePod is a Siri-enabled smart speaker,available in Australia, the UnitedStates and the United Kingdomfrom December 2017.,7,OTHER ASSISTANTSMicrosoft has developed Cortana, whichworks across Windows platforms and willbe incorporated into Harman KardonsInvoke smart speaker in the United Statesin autumn 2017.14 Cortana is currentlyavailable in 13 countries, speaking English,French, Chinese (simplified), Portuguese,German, Italian, Spanish and Japanese.Samsung announced in March 2017 thatits voice assistant Bixby would replaceS Voice in the Galaxy S8 in South Korea.Rumorspointtoanadditionalintegrationof Viv, the artificial intelligencebuilt by Siris original developers,which Samsung acquired in 2016,with the aim of building voice interfacesinto all its consumer products over thecoming years. Bixby previews in theUnited States in June 2017.15Chinese search giant Baidu unveiled itssmart speaker Xiaoyu Zaijia (Little Fishin English) at CES in January 2017.Unlike most current devices on the,market, Little Fish features a screen andcamera. Chinese ecommerce platformJD has also launched LingLongDingDong, a home speaker that takesdesign cues from the Echo, in theregion. Much like Echo and Home,the DingDong provides access to a suiteof third-party apps or services whichmust be activated before use. Althoughboth these devices are available only inChina, a consumer reach of one billionmakes these products significant players.Finally, while the Facebook Messengerdigital assistant M is currently text-based, pundits anticipate the tech giantsnext move might be in the voice arena.Consideringitsuserdataanditsmachine-learning skills, Facebook could bea future contender in the voice space.,14. David Pierce, “The Invoke Smart Speaker Brings Microsofts Cortana AI to your Living Room,” Wired, May 8, 2017, bit.ly/2q1YfoE15. Todd Haselton, “Galaxy S8 Bixby Voice Assistant Will Launch in US Next Month, Report Says,” CNBC, May 31, 2017, cnb.cx/2qXz5qf,LingLong DingDong isthe Chinese equivalent toAmazon Alexa, serving asa voice-activated, cloud-based smart speaker.,