The document discusses the rise of voice-activated digital assistants and the need to design voice experiences rather than just voice commands. It notes that over 10 million US shoppers now own voice assistant devices, up 173% year-over-year. The document advocates designing experiences where the assistant can respond verbally rather than just accept voice commands, and where the experience follows the user across channels and over time through collaborative conversations. It envisions using voice as a platform for seeking advice from networks of trusted advisors and interest groups in real-time or asynchronously.

1. PUBLIC
Cassandra Girard & WendyLaHaye, SAP
October16,2017
Design a Voice Experience, Not Just Voice
Commands

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
VOICE
IS HERE.
GAME
CHANGER

3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Over 10 million
US Shoppers
now own a voice-
activated digital
assistant devices,
up 173% from an
estimated 3
million shoppers
in year-over-year
growth.

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
CONSIDER
THIS.

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“More efficient and often more
convenient than typing, voice-based
interfaces are ramping quickly and
creating a new paradigm for human-
computer interaction”
Mary Meeker, KPCB
50% of web searches will use voice or image
search rather than text

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
“Typically, integrations have
focused on what a user can
say to Alexa, not what she
can say back”
Krijin van der Raadt, GreatCall
Its more than voice commands or a voice keyboard

7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
TradeWinds
Unifying force for OmniChannel
Always On Commerce.
Zuckerberg’s Law – “I would expect that next year, people will
share twice as much information as they share this year, and
next year, they will be sharing
twice as much as they did the year before”
Mark Zuckerberg, CEO Facebook, 11/6/2008
Sharing.Always.Everywhere

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Most companies struggle
with standardizing
experiences across
channels
We see voice
enablement as the
unifying force and
missing link to solve
omnichannel
VOICE EXPERIENCE IS THE LANGUAGE OF OMNICHANNEL.
Mobile Web/App Assisted IoT Tablet App Smart TV
Store/
Clienteling
Cars Appliances

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
ALWAYS ON COMMERCE
Future of retail is no longer just about e-
commerce
Commerce behavior will be influenced heavily
by an always-on existence
Customer expectations will be shaped by the
devices that rule their lives

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Most engaging form of social media (digital minutes spent) is Video Gaming, over Facebook,
Instagram, and SnapChat
LEARNINGS FROM GAMING
“When I play a video game, it’s the only time
I put away the phone and forget it exists
Video games command your attention in a
way that nothing else can or will”

11. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
LEARNINGS FROM GAMING
1 Player
Arcade Game
2+ Players
Controllers + Local
Network
Millions of Players
Online Network
Millions of Players
+ Spectators
eSports
Desktop
Commerce
Offline Sharing
Social Reviews
Anonymous
Sharing
Millions Sharing
Embedded
Commerce
Next Up
Voice Experience
Gaming Evolution
Commerce Sharing to Voice Commerce Evolution
Moore’s Processing Law Zuckerberg’s Sharing Law

12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A NEW VOICE EXPERIENCE
This Is John
He likes to think
he is fashion
conscious but he
is not; he needs
lots of help

13. 13PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A NEW VOICE EXPERIENCE

14. 14PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
WHAT ITS NOT
§ Just Command and Control
§ Just one more channel
§ Just a speaking BOT
§ Just one session-based event
WHAT IT IS
§ Using voice technology as a platform orchestration
engine for seeking advice
§ Collaboration with trusted advisors (closest friends)
either in the moment real time or “follows you” later
§ Networking with interest groups with the same
intent/need at anytime in any channel
§ Embedding machine learning using unstructured
conversational data with unsupervised models for
collaborations with trusted advisors
SHIFT TO VOICE EXPERIENCE

15. 15PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Should Already Have / Working on
§ Single customer profile and preference
data
§ Unified view of inventory and products
Start Working On
• Collect, tag, and store each customer’s
event (and its context)
• Collect the sequence of events, the
customer’s path
GET READY.

16. Thank you.
Contact information:
Cassandra Girard
VP, Head Consumer & Travel Industries
+1514-448-8375
Wendy LaHaye
Head of Commerce-as-a-Service
+1614-580-8597