Putting the “Smart” in SmartPhones J. Brooke Aker CMO ADmantX

1. Putting the “Smart” in SmartPhonesJ. Brooke AkerCMO ADmantX December 2010

2. Customer Service is the Top Challenge Customer Service & Support Communication / PR / Reputation Worker Productivity Decision Support Support Sales R&D Sourcing & Procurement Governance & Compliance Financial Processes Other What organizations want IT to provide Source: AMR Research

3. Search Priorities by Type Risk Management E-mail Call Center Narrative Field Service Notes Enterprise Content Management Instant Messages / Tweets 20% 50% 30% 40% 10% Source: Aberdeen Research 3

4. Challenge – Cost Effective Service • American’s make 43 billion “help calls” each year making customer service a crucial part of business. • Employing a live CSR costs about $7.50 per call compared with just 35 cents for a machine.

5. Mobile Answers 3 1 2 Asks a question in natural language (plain English) Gets the best answer within seconds User visits the help your section

6. Semantic Based Q-A is Self-Help Service • 60% of users try self-help before requesting assistance. • A 10% percent improvement in customer retention results in a 30% increase in the value of the company (Bain & Company)

7. Google-like Computing Power • Everywhere, all the time high speed • The Cloud • The Pipe Recipe for Web Scale Apps • The UI • The API • Collaboration to build useful things • Simple, familiar – no training

8. Recipe for Semantic Search Semantic Network

9. Rich Architecture Semantic Understanding of Information COGITO Categorization morphological Corp. Data part of speech Extraction: People, Organizations Events, Relations, Products, Main Concepts Etc semantic tags sentence logic ++++ - - - - disambiguation Sentiment semantic network Public Data

10. How do I get an answer? User Case: “One Search” App context help – no lists • Q-A for all Help • Extended to forums • Extended to other customer generated answers

11. How do I get an answer? User Case: “Find Me An App” Instead of getting a list of apps by category get the app you want Q-A for locating the “right” app

12. How do I get an answer? User Case: “Fill Me In On This Person” Who is this? Q-A for knowing who you are meeting with

13. How do I get an answer? User Case: “Help Me Travel Well” Where can I get spicy Indian food by delivery? Q-A for location, review, delivery and other specifications

14. How do I get an answer? User Case: “Manage My Business” When was the last time I met with Company X? • Q-A for; • tracking past • appointments • to do alerts

15. How do I get an answer? User Case: “Prepare Me For A Meeting” Prepare me for my meeting in 2 hours • Q-A for reviewing all • Notes • Emails • Text messages • Documents • Presentations

16. How do I get an answer? User Case: “Find Me Entertainment” Instead of getting Jay Leno’s bio or a link to his website, users can find out exactly who is on tonight! Q-A for everyday public searches

17. How do I get an answer? Case: “What Are My Friends Doing?” What are my friends doing right now? Q-A for managing social connections, appointments availability

18. How do I get an answer? User Case: “Alert Me to Deals” When will the price go lower? Q-A for proactively Finding and alerting user on purchase deals

19. Ads right = Semantic Search right gas Did you mean …. gas – as in air in the room gas – as in fuel in the tank gas – as in natural gas gas – as in empty talk gas – as in the gas pedal gas – as in to poison Interface stays simple Interface interprets input giving user flexibility, feedback & clarity

20. Ads right = Semantic Search right What are the projected prices for gas at the pump? Interface stays simple Interface interprets input given user flexibility

21. Ads right = Semantic Search right action subject object GE UTC sue types suggestions suggestions suggestions Interface stays simple Interface interprets input given user flexibility

22. Thank Youwww.admantx.com Brooke Aker CMO baker@admantx.com