Apple and Mary Meeker agree: we’re living in an increasingly voice-first world. But how well is Apple adapting?
On May 30, Kleiner Perkins venture capitalist Mary Meeker, one of the most influential pundits in digital, released her annual Internet Trends report. The uptake of voice-based digital interfaces was a significant theme. She identified voice as one of nine areas where innovation and growth are occurring as U.S. internet usage continues to growth.
“With voice, we’ve hit technology liftoff with word accuracy and we’ve certainly hit product liftoff with Amazon Echo’s install base estimated to be around 30 million plus,” she said, as she presented her report at the 2018 Code Conference. And she presented slides to illustrate her point.
It’s worth noting that in her 2016 report, she quoted Andrew NG, chief scientist at Baidu, who said, “As speech recognition accuracy goes from say 95% to 99%, all of us in the room will go from barely using it today to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer . . . “
According to Meeker’s 2018 report, we’ve now approaching that point where accuracy rates will trigger widespread adoption.
As Meeker noted, sales of the Amazon Echo have been phenomenal – an example of a technology company identifying a need that people did not know they had. And the Echo is an important, but not the only, barometer of voice’s uptake. Businesses such as Amazon, Continue reading →
Improved heart monitoring. The Apple Watch already performs basic heart-monitoring with Cardiogram (In fact, according to Williams, the Apple Watch is the most-used heart rate monitor in the world.) But with watchOS 4 (available September 19), Apple Watch will also report resting heart rate and recovery heart rate (the latter metric tells you how quickly your heart rate drops after a workout). As Williams said, a lower resting heart rate and a quicker recovery rate can be signs of improved fitness.
Alerts on elevated resting heart rates. Williams noted that many Apple customers wrote to Apple about how their Apple Watches helped them detect unusually high heart rates at unexpected times. So the Apple Watch now notifies owners when the device detects an elevated heart rate and the owner does not appear to be active — thus alerting the watch owner about potential heart problems.
Better support for your workout. For example through the GymKit technology platform, watch OS 4 will make it possible for people to sync fitness data between their Apple Watches and cardio machines they use at the gym, thus delivering more accurate fitness information such as calories burned or distance traveled during your workout. The sync feature will only work with newer pieces of gym equipment — so that functionality might be limited.
Apple also announced that the company is working with Stanford Medical Center to determine whether the Apple Watch can accurately detect abnormal heart rhythms, or arrhythmias. As noted by Jessica Conditt of Engadget, Apple would like for the Apple Watch to be able to detect common – but often undiagnosed — heart conditions such as atrial fibrillation. According to a study done by Cardiogram and the University of California, San Francisco, the Apple Watch already detects the most common type of heart arrhythmia with a 97 percent accuracy rate. With the Apple Heart Study, Apple will manage its own research with Stanford Medical Center.
“In our Initial studies, Apple Watch has been effective at surfacing irregular rhythms,” Williams said. He noted that the Apple Heart Study “will use data from Apple Watch and Continue reading →
Mobile gave rise to the on-demand economy. But voice search will fuel its future.
Google demonstrated how voice will form the foundation of an on-demand search ecosystem when Google announced the Google Assistant intelligent search tool at the company’s I/O event in May. Then Apple, at its Worldwide Developers Conference June 13, showcased a smarter and more ubiquitous Siri voice-activated intelligent agent for using our voices to do everything from order an Uber ride to make restaurant reservations. Both developments underscore how voice is rapidly shaping the way we research and buy in the moment.
In a June 7 blog post, I discussed how mobile triggered an uptake in on-demand living by making it easier for consumers to use their phones to quickly find things to buy and places to visit. Google calls these moments of rapid decision making “micro-moments.” Uber sensed the popularity of micro-moments by launching its now wildly popular service through which we use mobile devices to get rides when we want them. Amid Uber’s ascendance, businesses ranging from Amazon to Walmart have embraced various models of on-demand commerce.
Uber has become so pervasive that the company is changing our vocabulary.
In everyday settings, we use Uber as a verb (as in “I’ll Uber to the ball game tonight”). In business settings, we use the term “uberization” or “uberfication” to refer to companies creating on-demand services such as home delivery of groceries or healthcare on demand. The Uberization of our vocabulary is a perfect example of how technology enables a change in consumer behavior. Thanks especially to the uptake of smartphones and apps, consumers are making purchasing decisions faster, and we’re expecting businesses to respond on our terms. The Uberization of our own consumer behaviors explains why Amazon has been embracing the use of automated drones to deliver goods faster and why brick-and-mortar businesses ranging from Nordstrom to Walmart are partnering with ride-sharing services to offer home delivery as well.
But is an on-demand world a happier one?
Walmart on Demand
On June 2, Walmart’s Chief Operating Officer Michael Bender announced that the $482 billion brand is piloting a grocery delivery program in select markets. Customers using the service will place grocery orders online and designate a delivery window. Walmart personnel will prepare their orders and may have a ride service such as Deliv, Lyft, or Uber deliver the items to the customer’s door. Customers will pay a delivery fee directly to Walmart as part of their online order rather than fuss with paying a driver along with the grocery order. If the process works as Walmart intends, customers will be able to order what they want online once, and all the prep and delivery will occur behind the scenes. As noted on Walmart’s blog, Sam’s Club has been piloting a similar program in Miami since March.
Mobile consumers have an immediate intent to purchase: according to a recently released report by Google, I Want-to-Go Moments: From Search to Store, half of consumers who conduct a local search on their smartphones visit a store within 24 hours. Nearly half of consumers trying to decide on a restaurant do their local search within an hour of actually going.
In I-Want-to-Go Moments: From Search to Store, Google noted that the number of “near me” searches (searches conducted for goods and services nearby) conducted by consumers have grown by 34 times since 2011; and 80 percent of those searches are conducted on mobile devices.
“With a world of information at their fingertips, consumers have heightened expectations for immediacy and relevance,” wrote the report’s author, Matt Lawson. “They want what they want when they want it. They’re confident they can make well-informed choices whenever needs arise. It’s essential that brands be there in these moments that matter — when people are actively looking to learn, discover, and, or buy.”
You can sense the wheels spinning at Facebook, Google, Instagram, Pinterest, and Twitter, where consumers and brands share the same space: if consumers are collapsing the journey from awareness to purchase on their mobile devices, why not remove the friction of sending them offline to buy something? Why not use buy buttons seal the deal the moment when initial research and consideration occur on mobile devices?