FACTS

EVOLUTION OF COMMAND
TYPING TOUCHING TALKING

VARIETY

USER GERMANY
SMART SPEAKER USERS IN GERMANY
Soure: eMarketer,2020
2017 2018 2019 2020
4.3
m
8.6
m
11.7
m
20.75
m
5.2%
10.5%
14.2 %
25.0%
% of populationSmart speaker users

Skeptics
(No way!)
Laggards
16%
Conservatives
(Hold on!)
GOING MAINSTREAM
EARLY MARKET
The
Chasm
MAINSTREAM MARKET LATE MARKET
Pragmatists
(Stick with the herd!)
Visionaries
(Get ahead!)
Early
adopters
13.5%
Techies
(Try it!)
Innovators
2.5%
25.00%
28.94 %

VOICE RECOGNITION ACCURACY
GOOGLE MACHINE LEARNING
ACHIEVING HIGHER ACCURACY
100%
90%
80%
70%
2013 2014 2015 2016 2017
95% 95%
Threshold for Human AccuracyGoogle
WorldAccuracyRate(%)
Soure: Google (5/17) | Accuracy refers to English language
Note: Data as 5/17/17 and refers to recognition accuracy for English language. Word error rate is evaluated using real world search data which is extremely diverse and more error prone than typical human dialogue.

TRENDING
NOW

STARBUCKS
VIRTUAL BARISTA VOICE

DIAGEO
THE BAR

SOCIAL
NETWORKS
The voice as the new interface
between human beings and
machines
Is this the beginning of a new
era of voice-based networks?

AUDIO-BASED SOCIAL
NETWORK: CLUBHOUSE
LETS USERS CONNECT
VIA VOICE CHAT
THE FUTURE IS NOW:
SOCIAL & VOICE

"HEY, THIS IS SNOOP DOGG.
ARE YOU HOME?"

WHAT SHOULD
MARKETEERS
DO NOW?

Do not ignore,
listen
1.

Do not ignore,
listen
1.
Rethink product names
Learn to think like Alexa
2.

Rethink product names
Learn to think like Alexa
2.
Give your brand a voice:
A new level of
conversation is key
3.

How to act?
Listen
Rebranding
Give your brand a
voice
Product names
Do not ignore Content Conversation
Short-term Long-termMidterm
Reduction of
brands?

LET´S BE PART
OF THE
(R)EVOLUTION AND
ACT NOW

CONTACT BRITTA
BY MAIL
BRITTA.HEER@EDELMAN.COM
ON TWITTER
@BRITTAHEER
ON LINKEDIN
BRITTA HEER