Post on 12-Jan-2016
What Tellme Knows
Web 2.0 ExpoApril 23, 2008
Touch
Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted scenarios. With these interfaces, basic and advanced mobile tasks like dialing a contact, looking up store hours for the nearby coffee shop, or reading a text message is relatively
straight forward in situations where the user can pay full attention to the task at hand. But attempting these tasks in distracted scenarios like walking on a busy city sidewalk, crossing an intersection or driving can be difficult, if not impossible. Furthermore, the use of mobile devices in
distracted scenarios is widespread. For instance, in what is arguably the most distracted scenario of all, driving, 73% of motorists admit to using their mobile devices while driving to perform a range tasks.
QWERTYDial pad
The mobile experience today
People are doing more on their phones
• Source: M:Metrics
+46% +49% +34%
+26%
+47%
+36%
December 2006
December 2007
Accessed through mobile browser, application, or SMS
… yet keyboard and touch interfaces do not adequately address the ‘transitioning’ and
‘driving’ scenarios.
Tellme
increasing user distraction
Type & Touch InterfacesType & Touch Interfaces
Mobile interfaces have primarily focused on keyboard and touch interfaces enabling ‘at your desk’ and ‘in a meeting’ scenarios…
Our design approach is to solve for distracted scenarios using voice + visual + touch interfaces. By doing so, we believe that other important mobile scenarios (‘at your desk’, ‘in a meeting’, ‘in transition’) are not only addressed and made easier, but fundamentally will redefine how people will use their mobile devices.
Voice & Visual InterfacesVoice & Visual Interfaces
Smartphone
In more places
Desktop
249MM desktops
728 hrs/user/year
126B searches
$20B advertising (search, display)
Mobile
243MM mobile phones
156 hrs/user/year
10B searches
$0.7B advertising (mobile)
Car
206MM vehicles
396 hrs/user/year
3B searches
$20B advertising (radio; not mobile)
[source]
Mobile merging with in-car
• Tellme customer data: 95% of mobile 411 calls are in the car
• Tellme motorist research: 73% of motorists say they use their mobile devices while driving to perform a range tasks
29Tellme® Proprietary and Confidential
80%
69%62%
46% 45%34% 32% 29% 27% 26%
21% 21% 19% 18% 18%13% 13%
2%
3%
2%
2% 3%
3%19%
12%21%
14%
10% 8%6%
3% 6%5% 4%
18%28%
36%
52% 52%63%
49%59%
52%60%
71%69% 75% 79% 76%
82% 83%
0%
20%
40%
60%
80%
100%
I Do This Would Like To Don't Want To
Tasks Performed In The Car
Mobile use in car
Task Minimum # of steps(Touch – e.g., iPhone)
Minimum # of steps(Voice – e.g., Tellme)
Calling a contact5 touches +
1 scroll
1 button push+
1 verbal command
Finding a business
4 touches +
Many Touchestyping the request
1 button push+
1 verbal command
Playing a song3 touches +
1 scroll
1 button push+
1 verbal command
Getting traffic 3 touches +
1 scroll
1 button push+
1 verbal command
Tellme allows users to perform mobile tasks in fewer steps without necessarily requiring users to ‘look’ at the display in order to accomplish their task. iPhone, on the other hand, requires more interactions with the device and more ‘looks’ to the device making it not as well suited to ‘walking’ and ‘while driving’ scenarios.
New mobile interfaces: Touch vs. Tellme