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

3. i-Concier screen shot

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

9. And tomorrow…

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