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Executive Report - By Thomas Baekdal - October 2017

The Trend of Voice as the New UI for Publishers

'Voice' is a format that publishers are talking more and more about. Well... at least in the few countries where you can actually buy voice-enabled devices.

Last year, I wrote a number of articles about chat systems (which includes voice), and why publishers need a different approach. Both in the "Future of AI/Chat: It's Time To Step Up The Game" and "Stop Making Pointless Chat Response Systems". But where are we today? And more importantly, what is the future trend for this? Is this relevant for publishers? And what do we need to change to take advantage of it?

Voice is interesting, but also in a very early stage for publishers

One important thing to understand about the voice trend is that it's nowhere near a point where we have a mature model to work with. There are several issues which need to be understood, before you can work with voice.

Problems with data

First of all, you will see many misleading studies pointing to how voice is growing.

For instance, eMarketer has done a number of studies, one of which is looking at the percentage of use compared to the generational divide. In this they found that: "35.6 million Americans will use a voice-activated assistant device at least once a month. That's a jump of 128.9% over last year". And "eMarketer expects usage will grow 23.1% in 2017. This category includes Amazon's Alexa, Apple's Siri, Google Now and Microsoft's Cortana."

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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