1、GLOBAL “Daydreamer” by Michael Reeder, 2016, courtesy of Michael Reeder. Voice technology is sweeping the world, as assistants such as Amazons Alexa and smart speakers such as Baidus Little Fish capture our imagination. Talking computers, once seen only on the silver screen, are becoming an everyday
2、 reality, at our beck and call as developments in artificial intelligence (AI) transform our relationship with them. Early adopters report that they “wouldnt be without Alexa” as she becomes “integral” to their daily routine. Chinese YouTuber Jing Jing has accumulated 6.5 million views as she plays
3、Eighth Note,1 the voice-activated smartphone game taking Asia by storm. The age-old medium of voice has lost none of its relevance in the 21st century. ComScore forecasts that half of all searches will be voice searches by 2020,2 and by 2021, Ovum predicts that there will be more digital assistants
4、than humans on the planet.3 The opportunity is ripe for businesses to get immersed in the voice-activated world. Weve investigated the impact of voice technology on consumer behavior in nine countries across Asia-Pacific, Europe and North America, and distilled the key business opportunities for bra
5、nds. While there are considerable cultural nuances and market factors in each country that dictate the local response, we have also identified strong trends that resonate on a global scale. Voice technology will not just redefine how we live our lives, but will also bring dramatic change to the cust
6、omer experience. Now is the time for marketers to learn how to Speak Easy. Jeremy Pounder Futures director Mindshare UK Elizabeth Cherian UK director The Innovation Group J. Walter Thompson A global trends and insight report on voice technology and its impact on brands. 1. Yvette Tan, “Play This Hil
7、arious 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 April 2016, bit.ly/2o1IvQs 3. Ovum, “Digital Assistant and Voice AICapable Device Forecast
8、: 2016-21,” April 2017 ABOUT THIS REPORT Carried out in equal partnership between J. Walter Thompson Innovation Group London and Mindshare Futures, our research comprised several methodologies, spanning nine countries (United Kingdom, United States, Germany, Spain, Thailand, Japan, Australia, China
9、and Singapore) and covered the six-month period January 2017 to June 2017. NEUROSCIENCE EXPERIMENT In partnership with Neuro-Insight, we used Steady-State Topography (SST) brain-imaging technology to measure how the brain responds to voice technology versus text or typing alternatives for a series o
10、f tasks. The participants were 102 smartphone users aged between 18 and 65 who shop with Amazon. QUALITATIVE RESEARCH More than 30 UK respondents took part in a two-week self-ethnography project, capturing their own behaviors and attitudes in a series of voice-technology tasks. We then ran two focus
11、 groups in the United Kingdom with 12 of these participants. A mixture of early adopters (who use voice technology at least once per week) and early majority users (who use voice technology less frequently than once per week) was recruited. Roughly 40% of the early adopters already owned an Amazon E
12、cho/ Echo Dot. We repeated the focus groups in Shanghai in partnership with Kantar. EXPERT INTERVIEWS We conducted in-depth interviews with experts across sectors including artificial intelligence (AI), neuroscience, marketing, sound design and radio. QUANTITATIVE RESEARCH We carried out a quantitat
13、ive survey using SONAR, J. Walter Thompsons proprietary market research tool, surveying over 1,000 smartphone owners aged 18+ in four countries (United Kingdom, United States, Germany and Spain). We also partnered with Kantar to conduct a survey of around 500 smartphone owners aged 18+ in an additio
14、nal five countries (Thailand, Japan, Australia, China and Singapore). The total number of respondents globally amounted to 6,780. SECONDARY RESEARCH We carried out extensive desk research that synthesized international cross-category case studies. DING DONG PARTNERSHIP Beijing Linglong Co., Ltd prov
15、ided DingDong home smart speakers for our Chinese focus group research. J. Walter Thompson is also partnering with LingLong Tech to explore and develop branded voice content and solutions in China. 3 CONTENTS GLOBAL VIEW Voice Today The Future Voice Consumer Brand Futures Implications MARKET USAGE A
16、ustralia China Germany Japan Singapore Spain Thailand United Kingdom United States THANK YOUS Intuition Robotics has created ELLIQ, an active voice companion for older adults, designed to help them engage with new technologies. 06 17 27 36 39 41 43 45 47 49 51 53 55 GLOBAL VIEW Resonantia by Jeff Lo
17、uviere and Vanessa Brown explores the relationship between photography and music, by visualising 12 musical notes and converting the photographs into audio. VOICE TODAY We stand on the cusp of a fundamental shift in how we relate to computers. Over the past 50 years, we have been on a journey that h
18、as repeatedly simplified our modes of interaction, from punch cards to keyboard, mouse and then touch. Now we return to the most natural and intuitive form of interactionvoice. For most of our cultural evolution as a species, humans have transmitted knowledge and ideas from one generation to another
19、 through oral traditionthe voice is therefore perhaps the most innate and intuitive way for us to communicate Nick Ryan, composer, sound designer, artist and audio specialist Developments in speech recognition and natural language processing (NLP) mean we can now talk to computers in a way that only
20、 appeared in science fiction until just a few years ago. Speech recognition error rates now match human parity at 5%, and are improving all the time.4 Google recently announced that it had cut its speech- recognition error rate by more than 30% since 2012.5 A lot of people underestimate the differen
21、ce between 95% and 99% accuracy in speech recognition. its the difference between you hardly using it and using it all the time without thinking about it Andrew Ng, former chief scientist, Baidu6 As technology further develops, voice interaction will not only shape how we live our lives but also how
22、 brands reach consumers. GLOBAL LANDSCAPE The current voice landscape is dominated by tech giants that offer propositions on a global scale. According to Google, 20% of US mobile searches on Android are by voice,7 and Amazon sold 11 million Echo devices worldwide in the period from mid- 2015 to 1 De
23、cember 2016.8 Future growth is anticipated to be strong. The technology research consultancy Ovum estimates that by 2021 the native digital assistant installed base will surpass 7.5 billion active devices more than one per person on the planet. Ovum predicts Google Assistant will take the lions shar
24、e of the market with 23%, followed by Samsungs Bixby (14.5%), Siri (13.1%), Amazons Alexa (3.9%), and Microsofts Cortana (2.3%).9 Human language is the new user interface layer Satya Nadella, CEO, Microsoft10 4. Chris Weller, “IBM Speech Recognition Is on the Verge of Superhuman Accuracy,” Business
25、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 Story Sounds,” December 13, 2016, bit.ly/2mM1KgJ 7. Jennifer Slegg, “20% of Googl
26、es 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/2nV4Oab 9. Ovum, “Digital Assistant and Voice AICapable Device Forecast: 2016
27、21,” April 2017 10. Richard Waters and Daniel Thomas, “Microsoft Puts AI at Centre of Tech Plans,” Financial Times, March 30, 2017, 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, the Amazon Echo firs
28、t went on sale in the US in 2014 exclusively for Amazon Prime members, but became widely available in 2015. The launch of Echo and the smaller Echo Dot at the end of September 2016 in the UK and Germany kickstarted consumer interest by creating a new device category for voice. There is talk of expan
29、sion to Asia this year, with a rumored launch in Japan. Amazon has recently launched versions of the Echo with a screen (Echo Show) and a camera (Echo Look). Alexa hosts third-party skills, which function much like apps but over a voice-user interface (VUI). They can deliver entertainment and inform
30、ation, execute an action, or enable control of other devices. Amazon has also made Alexa available to hardware developers as Alexa Voice Service to build into their own products in an attempt to stimulate the market. As an ecommerce platform, Amazons strongest advantage over its competitors in this
31、category is its unparalleled understanding of consumer shopping. GOOGLE Google launched Home, its domestic hardware equivalent to Echo, in the US in 2016 and expanded into the UK in April 2017. Google Home is currently available for pre-order in Canada, with launches in Australia, France, Germany an
32、d Japan expected to follow this summer. Home allows third parties to create Conversation Actions, which are the equivalent of Amazons skills. It is powered by Assistant, a voice assistant that is currently available on over 100 million devices, including the iPhone, through the Allo messaging platfo
33、rm.11 As of May 2017, Allo supports French, Spanish, German, Hindi and Japanese and we expect some of these languages to expand to the Home device over time. Irrespective of the assistant interface, voice capabilities have been built into the Google Search and YouTube apps since 2009. Googles main a
34、dvantage in the voice landscape is its deep understanding of its users through search and its range of other services, such as Gmail. APPLE Apple is a voice pioneer, having launched its voice assistant Siri in 2011. Late to the smart speaker category, it announced the launch of its HomePod speaker a
35、t the Apple Worldwide Developers Conference (WWDC) in June 2017.12 While it has integrated Siri into wearables such as the Apple Watch and AirPods, it is challenged by a comparative lack of machine-learning capabilities and user data to make a voice assistant fully intelligent, despite its sophistic
36、ated aesthetic that appeals to design-conscious users. The emphasis on audio quality in the launch of the HomePod, rather than its role as a digital assistant, reflects this, as does its wider strategic focus on data privacy and security. Nevertheless, Siris strength is its global reach of 36 countr
37、ies and ability to speak 21 languages.13 11. Kaluka Wanjala, “Google Assistant Is Active on 100 Million Android Devices,” TechArena, May 19, 2017, bit.ly/2qXEFbV 12. Chris Foxx, “Apple Reveals HomePod Smart Speaker,” BBC, June 5, 2017, bbc.co.uk/news/technology-40158158 13. Stephen Nellis, “Apples S
38、iri Learns Shanghainese as Voice Assistants Race to Cover Languages,” Reuters, March 9, 2017, reut.rs/2mwGfzx Apples HomePod is a Siri- enabled smart speaker, available in Australia, the United States and the United Kingdom from December 2017. 7 OTHER ASSISTANTS Microsoft has developed Cortana, whic
39、h works across Windows platforms and will be incorporated into Harman Kardons Invoke smart speaker in the United States in autumn 2017.14 Cortana is currently available in 13 countries, speaking English, French, Chinese (simplified), Portuguese, German, Italian, Spanish and Japanese. Samsung announc
40、ed in March 2017 that its voice assistant Bixby would replace S Voice in the Galaxy S8 in South Korea. Rumors point to an additional integration of Viv, the artificial intelligence built by Siris original developers, which Samsung acquired in 2016, with the aim of building voice interfaces into all
41、its consumer products over the coming years. Bixby previews in the United States in June 2017.15 Chinese search giant Baidu unveiled its smart speaker Xiaoyu Zaijia (Little Fish in English) at CES in January 2017. Unlike most current devices on the market, Little Fish features a screen and camera. C
42、hinese ecommerce platform JD.com has also launched LingLong DingDong, a home speaker that takes design cues from the Echo, in the region. Much like Echo and Home, the DingDong provides access to a suite of third-party apps or services which must be activated before use. Although both these devices a
43、re available only in China, a consumer reach of one billion makes these products significant players. Finally, while the Facebook Messenger digital assistant M is currently text- based, pundits anticipate the tech giants next move might be in the voice arena. Considering its user data and its machin
44、e- learning skills, Facebook could be a 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/2q1YfoE 15. Todd Haselton, “Galaxy S8 Bixby Voice Assistant Will Launch in US Next Month, Report Says
45、,” CNBC, May 31, 2017, cnb.cx/2qXz5qf LingLong DingDong is the Chinese equivalent to Amazon Alexa, serving as a voice-activated, cloud- based smart speaker. 8 BEYOND ASSISTANTS We are also witnessing a rise in voice- activated social robots. The toy-like Sota will act as a translator at the 2020 Tok
46、yo Olympics and SoftBanks Pepper, a child- sized robot, has been used to greet visitors at the Hilton McLean hotel in the US and at two Belgian hospitals. The MoRo robot from Chinese startup Ewaybot can be used in the home to assist with everyday activities. Manufacturers as diverse as Mattel and Fo
47、rd are building in voice capability to enhance their products. Voice-activated customer service is also becoming more commonplace. The My Starbucks barista skill allows customers to place orders simply by talking into their phone. Manually typing is slower, especially on certain shopping platforms.
48、Using a voice assistant is definitely more convenient and I get better results Focus group respondent, China Voice technology is also being used to help people in public spaces. IBM Watson worked with the Pinacoteca de So Paulo museum in Brazil to help people interact with art exhibits through voice
49、 technology.16 Were going to see coalescing around a small number of virtual assistants, and itll just make good business sense to fit within that ecosystem Duncan Anderson, former chief technology officer, IBM Watson Europe 16. IBM Brazil, “The Voice of Art with Watson,” April 13, 2017, http:/bit.ly/2sKFqKT Jibo uses voice and facial recognition technology to identify individual users and sense how they are feeling. 9 Across the nine countries we surveyed, on average 47% of smartphone users depend
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