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Conversational User Interfaces
Hi! My name is Bart.
I work for digital agency
Find me on : @netlash.
Let’s start with a story.
Digital.
Digital. It’s not about e-commerce or websites or technology.
Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
First we change technology.
Then technology changes us.
Let’s start with a story.
I worked at a bank end of the 90’s.
I worked at a bank end of the 90’s.
Do you remember the 90’s?We still used these:
I worked at a bank end of the 90’s.
I had to visit lots of clients in unknown places.
Do you remember the 90’s?We still used these:
Remember these?
I prepared the night before by printing out lots of route descriptions.
Now I have this.
I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it.
Now I have this.
My behaviour changed. Induced by technology, I changed the way I prepare for driving.
ICT =
Information and
Communications
Technology
Emphasis on Information & Communication, not on Tech.
The revolution is in I & C, not in T.
Information is always, anywhere and frictionless available.
Remember how we used to plan ‚going out’ in the 80’s? Weeks ahead.
Now we have this.
We don’t plan anymore.
Connectivity is always, anywhere and frictionless available.
First we change technology. Then technology changes us.
Information is always, anywhere and frictionless available.
Behaviour change.
Another story.
I had to buy a washing machine.
When I left school, I rented an apartment to live with my girlfriend.
I had to buy a washing machine.
When I left school, I rented an apartment to live with my girlfriend.
I know nothingabout washing machines.
This is how I came to a decision:
Supplier
1995
I went to a retailer, because they had a cool radio commercial and theme song.
Supplier
Problem
1995
I explained my ‚problem’ to the sales guy: starting family, low budget, no kids.
Supplier
Problem
Solution
1995
He suggested 3 brands of washing machines that fitted my needs.
Supplier
Problem
Solution
Product
1995
I chose the brand that best fitted my needs and feelings.
Supplier
Problem
Solution
Product
1995 2015
20 years later, that washing machine broke down. I had to buy a new one.
Supplier
Problem
Solution
Product
Problem
1995 2015
I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.
Supplier
Problem
Solution
Product
Problem
Solution
1995 2015
I read reviews, descriptions, social info by experts and people like me.
Supplier
Problem
Solution
Product
Problem
Solution
Product
1995 2015
I chose the brand that best fitted my needs and feelings based on that information.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Then I decided where to buy it, based on a mix of price, convenience and service.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
You want to be as high as possible in the decision funnel.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Branding
You want to get that cool theme song in their heads.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Branding Content Marketing
You want to be found in that research phase.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Branding Content Marketing
Branding
Branding is still important!
New decision funnel, because new availability of information.
New decision funnel, because new availability of information.
In 1995, I had to go to a library to do research.
New decision funnel, because new availability of information.
In 1995, I had to go to a library to do research.
In 2005, I had to go to a special room in my house.
New decision funnel, because new availability of information.
In 1995, I had to go to a library to do research.
In 2005, I had to go to a special room in my house.
In 2015, I can do research anytime anywhere.
(But ICT revolution will continue…)
Caution! There is no complete frictionless information yet!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Still some friction in information!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision funnel for high involvement items.
Still some friction in information!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision funnel for high involvement items.
Still some friction in information!
Not prepared to do research for low involvement items.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision funnel for high involvement items.
Not prepared to do research for low involvement items.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right decision funnel!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right decision funnel!
But know that the ICT revolution will keep moving products to the new model.
Behaviour change.
New decision funnel, because new availability of information.
?
ICT revolution will not end here…
Trends…
Trendrapport.
‣ smaller in unit of information
‣ less about technology and more about communication
‣ more implicit and less explicit
‣ more integrated into things
‣ becoming invisible
Internet is becoming smaller & more integrated:
1. First Era of Internet
1. First Era of Internet
‣ desktop internet
‣ 1 CPU per family
‣ unit of information = web page
‣ humans talking to computers
‣ dominated by Google
‣ paradigm: search
x 10
2. Second Era of Internet
2. Second Era of Internet
‣ mobile internet
‣ 1 CPU per person
‣ unit of information = status update
‣ humans talking to humans
‣ dominated by Facebook
‣ paradigm: stream
x 10
3. Third Era of Internet
3. Third Era of Internet
‣ internet of things
‣ 10 CPU’s per person
‣ unit of information = implicit/invisible
‣ computers talking to computers
‣ dominated by ?
‣ paradigm: chat
The Three Era’s of Internet
Era
CPU’s
Communication
Unit of information
Dominant player
Paradigm
‣ desktop internet
‣ 1 CPU per family
‣ humans 2 computers
‣ webpage
‣ search
‣ mobile & social
‣ 1 CPU per person
‣ humans 2 humans
‣ status update
‣ stream
‣ internet of things
‣ 10 CPU’s per person
‣ computers 2 computers
‣ implicit
‣ dominated by ?
‣ chat
‣ apps that are invisible in the background
‣ information that comes to us
‣ no more URL’s or clicking on links and buttons
‣ conversational UI’s
‣ the return of e-mail and even SMS
The invisible internet
Quartz:
WeChat:
Trendrapport.
7
77 tactical trends rooted in this bigger trend.
1. The next big platform is chat
‣ WeChat, Messenger, Snapchat, Whatsapp?
‣ We’re still in the Altavista - MySpace moment of chat…
‣ Do not gamble on the next big platform.
‣ Know the generic expertise needed for a chat platform.
2. But don’t try to predict it…
3. Don’t try to build it yourself
‣ You could not build a portal.
‣ You could not build a search engine.
‣ You could not build a social media platform.
‣ You will not be able to build a chat platform.
3. Don’t try to build it yourself
‣ Winners = those that turned up in Google.
‣ Winners = those that turned up in Facebook.
‣ Winners will be those that successfully hook into the chat platform.
4. Win by hooking into the chat platform.
5. Learn the skill set for chat.
‣ Back to push, but not generic or mass push.
‣ Use context to personalize.
‣ Craft 1-on-1 messages.
‣ Only push relevant messages.
‣ Make it self-learning (CRM, segmentation, data-insights).
5. Learn the skill set for chat.
6. Don’t ignore existing platforms.
‣ e-mail marketing, but personalized
‣ SMS, but personalized
‣ bluetooth and beacons, but contextualized
‣ your website platform as central hub
7. The come-back of…
Trendrapport.
What you should remember:
First we change technology.
Then technology changes us.
ICT revolution will not end here…
Start practising Conversational UI.
Conversation
Questions?Questions?
Wijs bvba
Voorhavenlaan 31/3 9000 GENT
09 335 22 8009 330 09 83
http://[email protected]
BE 0473.071.275
