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 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

People are doing more on their phones Source: M:Metrics +46% +49% +34% +26% +47% +36% December 2006December 2007 Accessed through mobile browser, application, or SMS

at your desk in a meeting walking (e.g., at the airport, walking to your car, to your next meeting) while driving … yet keyboard and touch interfaces do not adequately address the ‘transitioning’ and ‘driving’ scenarios. Tellme increasing user distraction Type & 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 Interfaces Smartphone In more places

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

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

Task Minimum # of steps (Touch – e.g., iPhone) Minimum # of steps (Voice – e.g., Tellme) Calling a contact 5 touches + 1 scroll 1 button push + 1 verbal command Finding a business 4 touches + Many Touches typing the request 1 button push + 1 verbal command Playing a song 3 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