SIRI: Future of Search
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Transcript of SIRI: Future of Search
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Siri Assistant:The Future of Mobile Search
Weekly Update #1February 23, 2010
Kia-Lillian Hayes | Laura Wilson | John Whipple
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The Perfect Search Engine?
“It would… understand speech, questions, phrases, what entities you’re talking about, concepts. “It would be able to search all of the world’s information, [find] different ideas and concepts, and bring them back to you in a presentation that was really informative and coherent.”
Marissa Mayer, Vice President of Search Product and User Experience at Google
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Is it a Search Engine?
“Siri is not a search engine technically and it’s not intended to be a replacement for Google.”
“It’s another major step away from the much derided ‘10 blue links’.”
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What’s the response?
“The concept is pretty powerful… Siri gets better the more you use it, can adapt to the places you frequent, and can use technologies like geo-location to find better results.”
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What else is out there?
Vlingo Nuance
Dragon Search
Bing
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What does it do?
• Uses speech recognition and offers personalized answers to questions about the weather, directions, movies, etc.
• Taps into a range of Application Programming Interfaces
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Where Does Siri Get Its Answers?
• TrueKnowledge.com • WeatherBug• Citisearch• OpenTable• Taxi Magic• Rotten Tomatoes• Yahoo Local• Yelp• Movietickets• Stubhub
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What are the key benefits?
• Improved intelligence software• Understands the context
of the search• Geo-located search • Remembers preferences
over time• Utilizes voice recognition
technology• Intended to be used on the go
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Geo-located Results
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Answer Simple Questions
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Partners Make Recommendations
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What is the impact to SEO?
• Takes search to a new level– Targets qualified leads (i.e., people ready to make
a purchase, reservation, etc.)– Captures “long tail” preferences over time
• Optimizing for local search becomes more critical in mobile search
• Caters to people on the go
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Siri vs. Search
• Derives user intent through conversation with the user, instead of just keywords
• Focused on “task completion”
• Targets your particular interests and personality
VS
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Siri vs. Search
• Focused on completing tasks for you, not finding specific pages
• Brings users closer to transactions and fulfillment of their objectives
• Siri focuses on a few important vertical domains– Restaurants, bars, movies, events,
local business, weather, and services
VS
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Why Siri Works In Today’s World
• Increasing amount of structured data on the Web (in XML, and even RDF)
• Availability of open API’s for services that provide information and transactions
• The growing adoption of 3G smart phones and other mobile computing devices
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Siri’s Limitations
• Cannot handle general knowledge or tasks outside of its focus areas
• Cannot do complex planning and purchasing• Takes awhile to learn your preferences• Voice recognition software has flaws
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Good for Your Business or Client?
• Task completion focus centers around commercial activities – buying or selling things
• Task completion uncovers consumer intent more explicitly than search
• Task completion is potentially more monetizable than search
• Companies can become part of yourpersonal database
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How to Take Advantage of Siri
• Your business must be listed, visible, and highly ranked on the appropriate web partners (Yelp, Yahoo Local etc.).
• Make your own Web site friendly for a mobile user.
• Other APIs like Siri may arise and improve technology
• Early visibility in Siri can foster brand loyalty
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Potential Challenges
• If your business can not be found on the appropriate web partners you will never be reached by Siri users
• User preferences on Siri could potentially “block” you from being found by the user making it harder to acquire new customers
• It becomes increasingly different to “stand-out” from your direct competitors
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The Future of Search
• Siri is an early prototype of the next generation search engine
• Siri may change user expectation of search• Personalizes search – remembers over time• Greater importance for local search• Rise of partnerships among APIs
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Questions?