The Future isvoice

How Voice Technology is Changing the World of People and Brands.

The MethodologyOnline StudyThailand, Japan, Australia, China, Singapore

Focus on ThailandQualitative Research•••

In – depth Interviews.
Behavioral observationOnline Community

The Truth“ Humans have transmitted knowledgeand ideas from one generation toanother through oral tradition ”

Nick Ryan, 2017is the Foundation on how human learn

voice

can ease the cognitive load of communicationtechnology is familiarity in novelty

has personality that connect to human emotion

The TruthPeople want to feel like they are talking to real humanwhen they talk to Voice Assistant

95%China

82%

68%

68%

41%

ThailandAustralia

Singapore

JapanThe TruthPeople want VA to have more personality

91%

86%

77%

58%

China

ThailandSingapore

Australia

31%JapanThe RelationshipHuman & Machine

Human & Machine RelationshipCan be explainedin different state of mind

ChildParentAdults

Four Types of Emotional Connection found from

Human & Machine Relationshipof all smartphone users in Thailand like “ The ability to use what it knows aboutme to understand what I am asking and give me better answers. ”

01 TRUST OF RELIANCE

45%

02 ABILITY TO CONTROL

54% conversation with me.”03 FUN & AT EASE

47% of Thais like to ask their VA fun questions

04 INTIMACY“ People will become more emotionally attached to their voice assistants asadvances in machine learning continue ” Thompson, 2017of all smartphone users in Thailand want : “ the machine to maintain a proper

NOT JUSTCONVENIENCE,BUT LOVEhave said

XIAOICE BY MICROSOFT“ I love you ”

Xiaoice has more than 40 millionregistered users, and approximatelyThailandI’ VE HAD A SEXUALFANTASYABOUTMY VOICEASSISTANT

to herSingapore

ChinaAustraliaJapan

The TrendsFive Emerging Trends

Trend 01Search RedefinedTrend 02Voice customization is the next big thingTrend 03Synergy is the new norm

The convenienceled situation

The inertialed situation

The entertainmentled situation

The time limitedled situation

Trend 04

Era of Voice Ethics

The Need for Responsible Voice Technology.

Voice of Consumers

I am worried that government andcompanies will listen in to myconversation

Want guarantees that VAwould not be used forother proposes

I need Privacy

Using voice will make it moredifficult to concentrate on tasks

Voice may impactmy ability to hear

Voice tech will makehuman lazier

Trend 05Cultural - led voice technology

Dictate text

Make notesReminder

Financial Datalists

Fun & travel

Voice’s Role in BrandConsumer Relationship

The Implications for Brands

01

Must Grant Consumers’wishes using voice

Offering

Collaborating

Becoming PersonalAssistant02

Transform complexity into simplicityand personalization

03

Create Intimacy withconsumers using voice

04

Make voice a trusted yetfreedom of choice for consumers

Voiceis your fingerprintVoice identification system

Voiceis your new currencyUse voice to use services and payment

VoiceOut your mindVoice in products / services

The Final ThoughtsVoice technologyleads to more convenience, fun and efficiency

Create emotionalattachment through co-creation or own brand technology

Integrate voiceto core brand’s experience

Focus on humanization and customizationin using voiceThank you