Category: Business Evolution

VoicePay introduces a system which makes it possible for brands to recognize consumers by their voices, and have them make transactions. According to VoicePay the system is safe, as it is based on a biometric signal which is very hard to forge. The software analyzes 117 parameters of an individual voice, and builds a personal voice profile based on those parameters. The system can analyze the voice of a customer, irrespective of what the person says, background noises, or temporary voice problems like hoarseness (tc, Dutch). Brands will massively start using these kinds of techniques. They will know directly who they are dealing with, what question is being asked, in what context they have to consider this question, and then be better able to answer the question. The introduction of this product again gets us a step closer to that.

Vodafone starts a Web Relations department, apart from the existing Investor Relations and Public Relations departments, to monitor the web. The new, 6-persons department will actively follow web logs and discussion forums to monitor the public image of the company and its services (em, Dutch). In fact, you could say that Web Relations is the same as ‘Stakeholder Relations’. Without a doubt, the department will not just look at what is being said, but also at who says it.  Is it a (former) customer, a (former) employee, a (former) stakeholder, a specialist, a technician, or a combination? And then the public comments of this person will be recorded in the HRM, IR, or CRM system. And Vodafone comes with a proper answer for this person. This way the brand develops more openness, and the dialogue about brands between customers becomes more and more transparent. This is another good step in that direction.

The biggest web log service in the Netherlands, Web-log.nl starts to structurally show advertisements on its web logs. For bloggers with a free subscription that is. Paying subscribers keep an advertising-free blog (em). A personal web log is part of the human identity. Unwanted advertising disturbs that identity. It is as if your back, your mobile or your cap is sponsored by a company you can’t choose. And if you do want to choose, you will start paying. This will happen on a large scale. First we might need some more extra value (ever-lasting photo and video storage for example) to justify a monthly price. In the end we will more and more pay for all kinds of services, among others web log services. This step is part of that development.

Through RobotReplay brands can record and watch the way consumers move their mouse over their website (dc, Dutch). RobotReplay is an analyzing tool, but this principle uncovers a lot more opportunities. Like in a shop the (good) seller keeps an eye on the consumer’s interest (at that moment) and takes advantage of that, brands will now do the same thing online. Earlier, brands did this by looking at what we clicked on, or what we bought. Now they look at how we move our mouse, and later brands will also consider what we say, what we look at, and what our hands reach for. This way the virtual world becomes more and more real, and brands start to understand us better and better.

Microsoft is going to provice language technology Q-go in several European countries. The solution of this Dutch software company will be added to Microsoft Sharepoint Server 2007, which is used by companies internally. Through the Q-go technology users can ask questions in natural language instead of searching through keywords (ic, Dutch). We get better and better in listening to consumers. Q-go takes the lead by understanding all kinds of language constructions, including common spelling errors and synonyms. This is great, as people don’t want to search: they want answers to their questions. When Microsoft starts making this technology available for brands worldwide, that will enable brands to listen a little bit better again. This is a small step in that direction.

Amazon has taken over dpreview.com, a leading site about digital photography with excellent reviews of digital cameras. (dc, Dutch). In the future brands will more often unite people. By this take-over, Amazon ties people to itself. The first step will be to integrate the accounts of the two companies. Amazon will make sure you get the product you want. If you write a review, Amazon knows for sure you physically have the product, which makes your review even more valuable. This is a step in that direction.

About.com, part of The New York Times Company, buys American review site ConsumerSearch.com, a review site for 250 product categories. The take-over of ConsumerSearch.com is the third in a short time frame. Earlier About.com already took over uCompareHealthcare.com and CalorieCounter.com (em). This way About lays the foundation for personal brands. By regrouping the brands around themes like health, home or transport, and introducing new brands for these, a logical place arises for consumers to find anything they are looking for. Dialogues can be started, and brand relationships will come into being. For example, once you have entered your weight, sex and age, all kinds of questions about health can be answered in a personal context, and issues can be taken care of quickly. About.com can develop a couple of very strong personal brands. An interesting starting point.

Lots of advertisers are partnering with Joost, the video distribution platform which is set up grand and globally. Among them are Coca-Cola, HP, Intel, Nike, Garnier Fructis, Kraft, Microsoft, Motorola, Nestlé, Hugo Boss, Sony, United Airlines, Visa, Opel , IBM, L’Oréal Paris, Nokia, Virgin, Vodafone (source: joost). It looks like these brands will first start advertising (unwanted disturbance of the consumer’s video-experience), but I expect the cooperation to develop differently. These brands, especially those brands with a symbolic function, will produce not 30-seconds content, but 30-minute or even 30-hour content. We will love to watch this content when it suits us. It will transport us to the world of the brand and load it in a way never before possible. These partnerships form the first steps in that direction.

Dutch consumer organization consumentenbond has recently started to show all of its tests online. The organization originated in a time we saw many products on the shelves, of which we didn’t have more information than the information provided on the box. In those days, people had less money, and consumers wanted to reduce the chances for a mis buy. A gap in the market the consumer organization jumped into. These days we have much more information, reviews of our friends and other people available to us through our mobile at any time. Besides, we can compare many more products than just the pre selection of the consumer organization. To my opinion, the consumer organization will have to extend their database (include all products), mark the products that have been tested and those that haven’t been tested, invite consumers to add information to tests (or further involve them in the testing), and at the same time facilitate purchasing, for example through testing stores and linking to them. In the end, a business model only survives when it adds value to the lives of people. And once you have made your choice, you want to order directly, and get help in that process. If the consumer organization then also splits its activities in different brands, a nice foundation is laid for the development of several personal brands.