what tellme knows web 2.0 expo april 23, 2008. touch traditional qwerty, keypad and touch interfaces...

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What Tellme Knows Web 2.0 Expo April 23, 2008

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Page 1: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

What Tellme Knows

Web 2.0 ExpoApril 23, 2008

Page 2: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

Touch

Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted scenarios. With these interfaces, basic and advanced mobile tasks like dialing a contact, looking up store hours for the nearby coffee shop, or reading a text message is relatively

straight forward in situations where the user can pay full attention to the task at hand. But attempting these tasks in distracted scenarios like walking on a busy city sidewalk, crossing an intersection or driving can be difficult, if not impossible. Furthermore, the use of mobile devices in

distracted scenarios is widespread. For instance, in what is arguably the most distracted scenario of all, driving, 73% of motorists admit to using their mobile devices while driving to perform a range tasks.

QWERTYDial pad

The mobile experience today

Page 3: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

People are doing more on their phones

• Source: M:Metrics

+46% +49% +34%

+26%

+47%

+36%

December 2006

December 2007

Accessed through mobile browser, application, or SMS

Page 4: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

… yet keyboard and touch interfaces do not adequately address the ‘transitioning’ and

‘driving’ scenarios.

Tellme

increasing user distraction

Type & Touch InterfacesType & Touch Interfaces

Mobile interfaces have primarily focused on keyboard and touch interfaces enabling ‘at your desk’ and ‘in a meeting’ scenarios…

Our design approach is to solve for distracted scenarios using voice + visual + touch interfaces. By doing so, we believe that other important mobile scenarios (‘at your desk’, ‘in a meeting’, ‘in transition’) are not only addressed and made easier, but fundamentally will redefine how people will use their mobile devices.

Voice & Visual InterfacesVoice & Visual Interfaces

Smartphone

In more places

Page 5: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

Desktop

249MM desktops

728 hrs/user/year

126B searches

$20B advertising (search, display)

Mobile

243MM mobile phones

156 hrs/user/year

10B searches

$0.7B advertising (mobile)

Car

206MM vehicles

396 hrs/user/year

3B searches

$20B advertising (radio; not mobile)

[source]

Mobile merging with in-car

• Tellme customer data: 95% of mobile 411 calls are in the car

Page 6: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

• Tellme motorist research: 73% of motorists say they use their mobile devices while driving to perform a range tasks

29Tellme® Proprietary and Confidential

80%

69%62%

46% 45%34% 32% 29% 27% 26%

21% 21% 19% 18% 18%13% 13%

2%

3%

2%

2% 3%

3%19%

12%21%

14%

10% 8%6%

3% 6%5% 4%

18%28%

36%

52% 52%63%

49%59%

52%60%

71%69% 75% 79% 76%

82% 83%

0%

20%

40%

60%

80%

100%

I Do This Would Like To Don't Want To

Tasks Performed In The Car

Mobile use in car

Page 7: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted

Task Minimum # of steps(Touch – e.g., iPhone)

Minimum # of steps(Voice – e.g., Tellme)

Calling a contact5 touches +

1 scroll

1 button push+

1 verbal command

Finding a business

4 touches +

Many Touchestyping the request

1 button push+

1 verbal command

Playing a song3 touches +

1 scroll

1 button push+

1 verbal command

Getting traffic 3 touches +

1 scroll

1 button push+

1 verbal command

Tellme allows users to perform mobile tasks in fewer steps without necessarily requiring users to ‘look’ at the display in order to accomplish their task. iPhone, on the other hand, requires more interactions with the device and more ‘looks’ to the device making it not as well suited to ‘walking’ and ‘while driving’ scenarios.

New mobile interfaces: Touch vs. Tellme

Page 8: What Tellme Knows Web 2.0 Expo April 23, 2008. Touch Traditional QWERTY, keypad and touch interfaces on mobile devices simply are not designed for distracted