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Virtual (Mobile) Assistant
  iConcier, Siri, and tomorrow

          Mobile Monday
       Brussels, 0ct 17th, 2011


                          Emmanuel Mouclier
                          emmanuel.mouclier@xbrainlab.com
                          00 33 6 76 72 24 40
NTT DoCoMo Vision
                                                                     Virtual Assistant,
                                Behavioral                           Customized
                                                                     loyalty
                                Marketing
                                                                     Program…



                                                    Mobile FeliCa, NFC
              Lifestyle                             Credit Card, payment card,
              infrastructure                        transport card on mobile…




                                                  Mobile contents
         Data access                                                 TV mobile
                                Mobile
                                Internet              Applications



                                           Sharing personal
                       E-mail              contents
Communication          Mobile                                    Social
                                    Instant                      Networking
                                    Messaging                    services


  1995                  2000                          2005                            2010
i-Concier screen shot
TV Ad shows
                                                  iConcier as a friend
Mainly, iConcier is a behavioral Marketing tool,
TV Ad for iConcier by NTT DoCoMo (march 2010) :

Video http://www.dailymotion.com/video/xcloux_cm-docomo-iconcier-
201003_shortfilms

This TV Ad shows a group of young women walking in the street (staring Horikita
Maki, famous in Japan ), they are wondering where they could eat.
Suddenly iConcier is coming to propose to them a good restaurant with a special
« Suru suru » (good bargain).
They accept and go to this restaurant.
Finally, Shitsuji nos Hitsuji (Shitsuji means sheep in japanese and hitsuji means
majordome) is a fan of Horikita Maki, and he send a Free Desert to her, as a gift.
This the good bargain from iConcier !

For us, this is an example of a proactive Internet service
iConcier, Apple’s model ?
•   Apple has always been a vigilant observer of
    the japanese market ; they watched iConcier and
    used it to invent their own Virtual Mobile Assistant.
•   iConcier by NTT DoCoMo :
     –   A Mobile Personnal Assistant launched in dec
         2008 ;
     –   Connected to more than 150 brands, service
         providers, and retailers API : transport info,
         promotions, gift ideas, product launching info,
         getting out..
     –   Users pay for the service : around 2 euros /
         month
     –   Launched in dec 2008, more than 5 millions end
         of 2010
     –   New version launched in late 2010 has a better
         intelligence (more and better recommendations)
Lessons from iConcier
• The explosion of Data in the world make it possible to create Smart
  Services, using various interconnections.
    –   Behavioral Marketing is becoming proactive > The Internet is no more
        analysing your browsing to propose adapted Ads, we can now create Smart
        and proactive services.
•   Mobile users want a natural user interface
•   Now, users expect something more from their PC, SmartPhones…
    –   To be able to understand me
    –   To be able to act for me
•   iConcier has shown this kind of Mobile Virtual Assistant has a great
    business model
    –   Possible Revenus from the users (monthly fees, market place for knowledge
        or new skills modules)
    –   Targetted Advertising Revenue, Affiliation, Couponing
Siri on iPhone
• Siri launched in 2009, using researches from DARPA
• Around 250,000 users in april 2010
• Apple bought Siri for around 200$M according to
  Techcrunch US, in may 2010.
• Why ?
   –   Apple understood that Virtual Assistants
       are Google Killers on mobile
   –   The search on mobile is
         Context Oriented > Need knowledge of my situation,
          time, to propose the good answer
         Action Oriented > I want to do something soon
         Virtual Assistant can also perform actions > They
          propose a better service than an simple search engine,
          the promise : « I understand, I search for you, and I do
          it for you ! »
Siri : Overpass the search engine
And tomorrow…
From now on, Intelligents Services
                              will spread out on Internet




•   According to Gartner, in 2015, 10% of our online friends will be non-
    human :
    –   Forecast 2015 Gartner : http://www.gartner.com/it/page.jsp?id=1480514
Finallly, theWeb 3.0 ?


Embedded in Web 2.0, emerging in Web 3.0
        The intelligent services
xBrainSoft solutions
                               Let’s create Digital Intelligence
                                                                        Services &
                                                                    Conversation with the
                                        IAS (Intelligent Agent
                                                                          brands
                                               Server)
                                      Collects data from various     « I see you seem to love
                                      sources to personalize the     the Black Eyed Peas.
                                                service              Would you like to attend
                                                                     their concert in Brussels
                                                                     next month ? Shall I get
                                                                     some tickets for you »
         FaceBook Connect
                                                   Dialog
                                                                     « You’re a fan of running
                                                                     on FaceBook. Adidas is
                                         Context                     launching a running Mobile
                                                                     Application, shall I
                                                      Recommenda     download it for you ? »
GPS, (App Detection),
                                                            tions
  (iTunes scan)…
                                                                     « Congratulations for the
                                                                     birth of your daughter !
                                                                     Natalys is offering you a
                 Past conversations                                  10% off during one month
                                       Other IAS                     »
                                      Connectors
xBrainSoft : One Intelligence /
                Many devices
« Music Dealer »,
A Smart Music Service
Music Dealer, an intelligent
                                                   Mobile Music Service
                                                Concert Alert & New                Second Hand Tickets
                                                Album Alert                        • If there is no more place for a
                                                                                     concert, Music Dealer will check
                                                                                     for me if there is any second
                                                 •Check the next concerts,           hand ticket available on eBay
                                                 propose to me some getting out.


FaceBook Connect                Like            TwinLike                           Discovering new
                                                • A Twinlike is some who has the   artists
                                                  same music preferences, it
                        Music
                                                  suggest me to meet them or to    • Music Dealer propose to me to
                                                  check what they discovered.        discover some new artists &
                                       Reco                                          bands
Youtube Playlist

                                                Mix Hit                            Gift Ideas
                                                • Create automatically a           • Check the taste of my friends,
                                                  playlist according to my           and suggest me some Gift Ideas
                                                                                     for their birthday.
                                                  music preferences
            Past Conversations



                                               Pre Release in Nov. 2011 !
Contact




thank you for your attention !

      Emmanuel Mouclier
 emmanuel.mouclier@xbrainlab.com
       00 33 6 76 72 24 40

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Mobile Virtual Assistant : iConcier, Siri, and tomorrow...

  • 1. Virtual (Mobile) Assistant iConcier, Siri, and tomorrow Mobile Monday Brussels, 0ct 17th, 2011 Emmanuel Mouclier emmanuel.mouclier@xbrainlab.com 00 33 6 76 72 24 40
  • 2. NTT DoCoMo Vision Virtual Assistant, Behavioral Customized loyalty Marketing Program… Mobile FeliCa, NFC Lifestyle Credit Card, payment card, infrastructure transport card on mobile… Mobile contents Data access TV mobile Mobile Internet Applications Sharing personal E-mail contents Communication Mobile Social Instant Networking Messaging services 1995 2000 2005 2010
  • 4. TV Ad shows iConcier as a friend Mainly, iConcier is a behavioral Marketing tool, TV Ad for iConcier by NTT DoCoMo (march 2010) : Video http://www.dailymotion.com/video/xcloux_cm-docomo-iconcier- 201003_shortfilms This TV Ad shows a group of young women walking in the street (staring Horikita Maki, famous in Japan ), they are wondering where they could eat. Suddenly iConcier is coming to propose to them a good restaurant with a special « Suru suru » (good bargain). They accept and go to this restaurant. Finally, Shitsuji nos Hitsuji (Shitsuji means sheep in japanese and hitsuji means majordome) is a fan of Horikita Maki, and he send a Free Desert to her, as a gift. This the good bargain from iConcier ! For us, this is an example of a proactive Internet service
  • 5. iConcier, Apple’s model ? • Apple has always been a vigilant observer of the japanese market ; they watched iConcier and used it to invent their own Virtual Mobile Assistant. • iConcier by NTT DoCoMo : – A Mobile Personnal Assistant launched in dec 2008 ; – Connected to more than 150 brands, service providers, and retailers API : transport info, promotions, gift ideas, product launching info, getting out.. – Users pay for the service : around 2 euros / month – Launched in dec 2008, more than 5 millions end of 2010 – New version launched in late 2010 has a better intelligence (more and better recommendations)
  • 6. Lessons from iConcier • The explosion of Data in the world make it possible to create Smart Services, using various interconnections. – Behavioral Marketing is becoming proactive > The Internet is no more analysing your browsing to propose adapted Ads, we can now create Smart and proactive services. • Mobile users want a natural user interface • Now, users expect something more from their PC, SmartPhones… – To be able to understand me – To be able to act for me • iConcier has shown this kind of Mobile Virtual Assistant has a great business model – Possible Revenus from the users (monthly fees, market place for knowledge or new skills modules) – Targetted Advertising Revenue, Affiliation, Couponing
  • 7. Siri on iPhone • Siri launched in 2009, using researches from DARPA • Around 250,000 users in april 2010 • Apple bought Siri for around 200$M according to Techcrunch US, in may 2010. • Why ? – Apple understood that Virtual Assistants are Google Killers on mobile – The search on mobile is  Context Oriented > Need knowledge of my situation, time, to propose the good answer  Action Oriented > I want to do something soon  Virtual Assistant can also perform actions > They propose a better service than an simple search engine, the promise : « I understand, I search for you, and I do it for you ! »
  • 8. Siri : Overpass the search engine
  • 10. From now on, Intelligents Services will spread out on Internet • According to Gartner, in 2015, 10% of our online friends will be non- human : – Forecast 2015 Gartner : http://www.gartner.com/it/page.jsp?id=1480514
  • 11. Finallly, theWeb 3.0 ? Embedded in Web 2.0, emerging in Web 3.0 The intelligent services
  • 12. xBrainSoft solutions Let’s create Digital Intelligence Services & Conversation with the IAS (Intelligent Agent brands Server) Collects data from various « I see you seem to love sources to personalize the the Black Eyed Peas. service Would you like to attend their concert in Brussels next month ? Shall I get some tickets for you » FaceBook Connect Dialog « You’re a fan of running on FaceBook. Adidas is Context launching a running Mobile Application, shall I Recommenda download it for you ? » GPS, (App Detection), tions (iTunes scan)… « Congratulations for the birth of your daughter ! Natalys is offering you a Past conversations 10% off during one month Other IAS » Connectors
  • 13. xBrainSoft : One Intelligence / Many devices
  • 14. « Music Dealer », A Smart Music Service
  • 15. Music Dealer, an intelligent Mobile Music Service Concert Alert & New Second Hand Tickets Album Alert • If there is no more place for a concert, Music Dealer will check for me if there is any second •Check the next concerts, hand ticket available on eBay propose to me some getting out. FaceBook Connect Like TwinLike Discovering new • A Twinlike is some who has the artists same music preferences, it Music suggest me to meet them or to • Music Dealer propose to me to check what they discovered. discover some new artists & Reco bands Youtube Playlist Mix Hit Gift Ideas • Create automatically a • Check the taste of my friends, playlist according to my and suggest me some Gift Ideas for their birthday. music preferences Past Conversations Pre Release in Nov. 2011 !
  • 16. Contact thank you for your attention ! Emmanuel Mouclier emmanuel.mouclier@xbrainlab.com 00 33 6 76 72 24 40