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TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. Optimizing Software Architecture for Voice Search SpeechTek 2007
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 2 Agenda What is Voice Search? Example of Voice Search applications Different types of Voice Search Designs Challenges of developing a Voice Search Application Solutions to tackle those challenges Technique for building an ad-based Voice Search Application Demo
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 3 What is Voice Search? Speak the Query & Get the Search Result
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 4 Voice Search Applications Directory Assistance Business Name or Category Search Locator & Driving Direction Information Search News or sports query Stock quotes Traffic & weather Content Search Music & Ring tones Video Clips Web Search with Voice Control
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 5 Voice Search Designs Pure Voice Search User speaks the query and the system returns the query result through voice Best use for telematics or any hands-free non-visual environment Multi-modal Voice Search User speaks the query and the system returns the query result to the delivery channels other than voice Best use for lookup service that returns long or hard-to-remember result set
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 6 Voice Search Approaches Open-end voice search Natural language based connotative queries High word error rates for large vocabulary sizes Limited context to leverage for improving speech recognition Multi-step hierarchical voice search Keyword based denotative queries Dialog driven High word error rates for large vocabulary sizes Takes longer to navigate through the dialogs to get result
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 7 Voice Search Nirvana Open-end voice search interface Support a wide-range of voice vocabulary and phrases Low recognition error rate Able to leverage contextual information to improve speech recognition Real-time performance
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 8 Voice Search Challenges Really Short Query Really Long Query Dealing with Homonyms Ad vs. Add Oral vs. Aural Dealing with Acronyms DOS NASA
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 9 Voice Search Solution Intent Identification technology Match recognized raw user utterance against a context sensitive semantic index Identify a short list of the most likely intents Prompt the user with intelligent follow-up question to narrow down the intent identification Consumer utterance: “Closing costs” System question: “Are you searching for mortgage information?” Formulate the query once the intent is locked Render the query result to the preferred channel for delivery
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 10 Voice Search Design Understand the application Front-end Interface Backend Search Engine Identify the target users Collect the possible utterances and build the grammar around it Open-end vs. Dialog driven Coverage vs. Predictive power
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 11 Voice Search Design -- A Level Deeper Leverage the historical dataset from existing web query infrastructure to increase the speech recognition accuracy Develop grammar based upon the web query logs Expand the grammar with ontology for connotative recognition Leverage contextual & profiling data Caller ID, device type DNIS, LBS, CRM lookup, Search keywords, search result and call flow history For ad targeting
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 12 Voice Search Design -- A System Architecture Apptera Application Server
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 13 Voice Search Demo Free-411 “Category” Example
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE © 2007 Apptera Inc. 14 Free-411 Demo: Category Ad with Directions $1.25 Bid $1.00 Bid What city and state? __________ What listing? ____________ Restaurants Denver, CO __ Business __ Residence $1.50 Bid
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