Nov
19
Voice is Another Country
Filed Under B2B, Blog, eBook, Education, eLearning, Financial services, healthcare, Industry Analysis, internet, mobile content, news media, Publishing, Search, semantic web, social media, Uncategorized | 1 Comment
Its obvious, isn’t it? Any voice application is bound to be a winner. We all love being spoken to in leisure or learning moments. What is the easiest way in which to absorb information? Have it spoken to you. From the audio book to the sat nav machine, voice works. As humans, we can project so much onto a voice. Its “colour” gives instant clues, and even the road directions to Southend-on-Sea can become injected with implied threat or promise. And hearing things is restful, even absorbing. Having a novel read in one ear can be superbly engrossing, and while there is always the risk of being alienated by the reader’s interpretation, chances are that the audio book will be the way we “see” that text, once we have heard it, for ever. I have an old record of T S Eliot reading The Waste Land which I can no longer play because I have no form of media that will play it. So I naturally became an early user of the App, which has 9 versions of the poem being read, including the poet himself. Most of them are far better, but because I heard it first, when I read the poem aloud myself, I find that I use the poet’s cadence and timing. In other words, voice imprints and can be unforgettable.
Which brings me to Siri. The Apple iPhone voice App has now had three months of shrill publicity (http://www.transhumanistic.com/2011/10/new-iphone%E2%80%99s-killer-app-%E2%80%93-voice-controlled-personal-assistant/) and (http://www.youtube.com/watch?v=3uo5CUgEYKI&noredirect=1).
Given its ability with natural language searching, which gives it a degree of “intelligence”, reviewers think this should be a winner, and I agree on one level. On another I have some reservations, and these are largely concerned with our apparent inability to position and market voice services effectively.
Twenty years ago a senior executive at Random House told me that I was wasting my time with “Multimedia”, which was what we were then working on for CD-ROM. All the market wanted, he said, were good audio readings to play in the car on long distance travel, and he introduced me to his bright young manager who was providing just that. That manager told me two things that have stuck with me: one was the now obvious reflection that publishers were rubbish at marketing anything at all, and this would never change since they believed that they could sell anything. The second was that voice markets appeared to him to be finite: you quickly reached the voice susceptible segment, then growth got very hard. It is a thought that comes back as even Barnes and Noble discover digital (http://www.publishersweekly.com/pw/by-topic/industry-news/bookselling/article/49567-barnes–noble-sees-bright-future-in-digital.html). And who would have thought that would happen!
My young friend of then is now the manager of an important media venture fund, so I will preserve his anonymity. And I do not want to argue that eBook or digital versioning is similarly finite. But I do want to suggest that voice is a vital component of the network and thus of digital service provision, that we grossly neglect its impact in product and service development, and that but for two unfortunate voice misuse environments we would be using a great deal more in more intelligent environments. I am told for example that voice search is now a really easy application to roll out in many service contexts. However, the reason given for its relatively modest showing is the prevalence of hugely annoying telephone voice menu systems, which daily have reasonable people howling in frustration. Having discovered a rare four tier example this week in a hospital group, I am tempted to initiate an award scheme for organizations who employ human beings to answer the phone. The second is automated public service messaging in airports and elsewhere, but in terms of both the problem is not voice, but marketing. I even encountered an airport lounge in my October travels which announced, every five minutes, that no flight departure announcements would be made and that passengers should consult the information screens!
For all of these reasons the future of voice is vital. Siri may point the direction towards intelligent guidance, but completely voice-directed computing has been feasible for a long time and must be a part of the five year scenario. And you do not need to have a Babelfish in your ear to believe in voice/language text translation, which the network is begging for in countless sectors and which is increasingly feasible at a basic level. Slowly we will edit out poor voice practises and it will become rare for web environments to lack audio components as it is for them now to lack video activity. I have had the pleasure recently to work with a group in Dublin who are creating virtual environments to help students pass tests in proficiency in spoken languages. There is an early example at http://www.examspeak.com but there is much more to come. The network is the ideal environment for voice-based training, language learning and virtual voice service development. Eventually the digital communications revolution will come full circle and re-integrate voice as the critical element in networked communications that it always has been, and we shall wonder why this component took so long to fall into place.
And then, we shall call the health insurer through the network and hear his computer say, “Forget all those options and numbers – tell me how I can help”!
Nov
15
The British Do Irony
Filed Under B2B, Blog, data protection, Financial services, Industry Analysis, internet, news media, online advertising, Publishing, Reed Elsevier, social media, Thomson, Uncategorized, Workflow | 3 Comments
We are always told that a prime difference between the British and their American cousins is that the British “do” irony. So I find it really ironic that, after years of being told in this industry that the credit raters had an unchallengeable hold on their markets because of their unique aggregation skills (not, you will note, their analysis), a six month old start-up which aggregates and gives users free access is giving them holy terrors in the UK. The company is www.duedil.com (give it a transatlantic pronunciation to get the “doodle” moniker they obviously aimed for) and I cannot do better than quote its citation from the excellent news service of the Asia Pacific trade body, Business Information Industry Association (www.biia.com):
“Duedil is a new business information company that offers free financial information sourced from UK’s Companies House (Public Sector Information). It is so confident in the quality of its data, that it offers a £5 payment if one finds any discrepancies in its financials, no questions asked. The company was launched in April 2011 by Damian Kimmelman, owner of “We Are VI Ltd” and co-founder of Mackin Gaming. Duedil claims in its website to have the largest database of free company financials in the world! That is a tall order for an upstart that is only several months in operation. Duedil aggregates data from all over the web and bring this to users along-side information which it pays for. It says the information will correspond directly with the information found at Companies House delivering company financial statements, going back 10 years, with company histories, name changes, litigations, director lists, family graphs & more. According to Duedil, it is funded by Passion Capital, who is predominantly funded by the UK government. Other investors are some of the people behind Skype, LastFM, Yahoo!, AOL & QXL/Tradus, and was chosen as a Microsoft Bizspark company.”
This service is well worth a look. For one thing, the data presentation is good enough to seriously challenge the sector players, and for another the information collection is also hugely competitive. But the irony comes in the thought that a freemium model could be used to take a Trojan Horse right into the middle of the commercial credit rating encampment. Industry professionals rightly point out that Duedil would have to support a great deal of advertising to support such a service long term. But what if that is not the point at all. Instead, a cogent strategy here would concentrate on getting very high free usage levels, and all the time stretch those staid competitors by adding more and more Open Web derived content into the mix, so that the comparison was not with publicly available “official” content, but with the Duedil selection above and beyond that. Then, when you have the attention of the audience, you can begin to charge subscriptions for higher level activities: in-greater-depth analysis, time-elapsed reporting on watch lists, custom service applications for automated purchasing systems, social media-style buying clubs based on shared content with user groups etc. And when you get that second level market locked in, then you will be able to sell plenty of service advertising on the still-free core site.
The creators of DueDil have grasped a key point that the established market has long since conveniently forgotten. The market is all about the collection of commoditized data from the web, and there really is no defensible barrier to entry in that business. Insofar as credit scoring and the development of formulae for rating credit worthiness are concerned, the established industry is on safer ground, but as we used to say on the farm in my youth, if you try to sell potatoes with the dirt on them, you get rich for a while until people realize that clean potatoes cost no more, and are better value. Attempts to sell on openly available content as if it was an “answer” fits this case, and this is the bluff that DueDil calls. Soon, as in every other sector in every information market that I know, the players here those who seek survival will be heading up the value chain. Analytics, the application of Big Data principles and practice, the widespread integration of workflow modelling with third party strategic alliances – all of these are part of the future of a sector which we still call Credit and Business Information, but which we will increasingly come to see as whole web monitoring for business and personal performance.
And as that happens, so will consolidation become more interesting. Choicepoint and Lexis may have been an early sign. Both in the enterprize software solutions field and in the major B2B holdings there must be potential interest in those of the big sector players who add real value. But lets emphasize “value” again – DueDil have demonstrated that the value from pure data collection is negligible, and consolidators, especially if they are deeply into advanced taxonomic search and linked data, may find that smaller regional players in the existing industry have little to add. In the next play, much of their data will look as insignificant as the large and once much vaunted databases of the directory publishers do now.
In short, DueDil is a mouse that roared, and while the elephant of Big Credit is still in the room, he is trying to stand on the curtain rail!
(Declare an interest – I am currently chairman of BIIA – a powerhouse of industry discussion in Asia Pacific!)
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