A recent study conducted by Sanderson Studios for Tellme Networks, a Microsoft subsidiary, confirms that smartphone users are more inclined to buy a device that offers them the ability to push one button to say what they want and get it. (Tellme, according to a panelist at SpeechTEK, processes 10 billion transactions per year.)
The research shows that 75% of people would choose a smartphone that allows them to compose a text message, search the Web, or dial a contact simply by speaking, rather than by typing or using a touch screen. An overwhelming majority of respondents said they would feel comfortable using voice to perform tasks by voice in places such as a restaurants and gyms. A perhaps surprising 71% said they would feel just fine using speech input with their smartphone at a restaurant. An overwhelming majority of respondents said they would feel comfortable using voice to perform tasks on their smartphones while walking (93%), exercising (92%), and shopping or running errands (87%).
Most people use smartphones while conducting other tasks in order to make better use of their time. Those surveyed say they use their smartphones while shopping or running errands (88%), waiting at appointments (80%), walking between places (78%), visiting friends (68%), and in many other places, such as while eating at restaurants, commuting, exercising, or attending school. The trend toward consumers dropping landline phones (p. 43) accelerates a cultural shift in the way we view telephony.
While typing and touching are not perceived as difficult, respondents acknowledge that using their smartphones in these situations can be distracting. If given the option to simply push a button and speak in order to call or text a friend or search for information, such as the location of a restaurant, directions or stock quotes, most say they could accomplish more and feel less distracted than if they were using text or touch input.
Anne Truscott, brand strategist at Sanderson Studios, noted that ?using your voice while walking or checking out is like walking and chewing gum at the same time; it just comes naturally.? She said, ?We were surprised how many people said they'd feel comfortable using their voices to interact with their smartphones while in public places as well.?
?The research is confirming what we believed would happen as people more widely use smartphones to multitask while on the go, away from the home or office,? said Dariusz Paczuski, senior director of Tellme Mobile Speech. ?Our 'say what you want and get it' voice products and services are making it easier to get more done with your phone no matter where you are or what you're doing.?
Tellme ?say what you want? services
As an example, Brooks Crichlow, director, enterprise marketing, at Tellme noted that is already integrated into the Ford Sync providing network-based services; in a panel at SpeechTEK, a Ford executive said that the same model sold twice as many units with Sync than without, and that the company considered it an unqualified success. Service Delivery Network, the in-vehicle communications and entertainment system developed by Ford and Microsoft includes using voice when selecting music; making hands-free phone calls; and getting traffic, directions and information. Tellme previously announced the a mobile voice service that will combine content and communications, due on Windows Mobile 6.5 phones this fall (SSN, May 2009, p. 1). In addition, Microsoft?s 800-BING-411 directory assistance and information service is hosted by Tellme (p. 1).
Grant Shirk, director of industry solutions, Tellme, noted that the companies hosted customer services for enterprises such as American Airlines can use multiple speech technologies, including Nuance, Microsoft, and IBM, but is working toward increased use of Microsoft technology. E*Trade is one customer already based on Microsoft speech recognition technology. In May, Microsoft signaled the importance of speech technology to the company by integrating all its speech resources (including Tellme and research groups in the home office, Portugal, and Beijing) under a single manager, Zig Serifin, who ran Microsoft?s Unified Communications group.
