VMA - Paris, October 2001 Michaela Stuhrmann E-Plus Mobilfunk GmbH & Co. KG Voice Portals, Unified Messaging and other applications: Key factors for a successful integration

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration The E-Plus Voice Portal (E.V.A. = E-Plus Voice Assistent) is a single voice-activated point of access, which connects the user to multiple applications and content sites

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration SMSWAPWEBVoice Serviceportfolio Way of access E.V.A. completes the multi-access strategy Applications / Content

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration... the user accepts it as an additional way of access beside Web, WAP and SMS to the Serviceportfolio... the voice portal is part of the Mobile Portal Strategy... the “right” applications and content services are integrated... the integrated applications and content services are also fully voice-enabled... the technical possibilities fits the user expectation The success of E.V.A. depends on the fact, that...

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Voice Portal Platform Technical point of view The main technologies behind voice portals are text-to-speech (TTS), speech recognition (SR) and speaker verification (SV): TTS SR SV Applications / Content

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Technical point of view The challenge is to enable the Voice Portal to understand natural language rather than only single words Speaker verification is used in conjunction with Speech Recognition to increase the efficiency of the system and reduce misinterpretation To hide technical limitations the following techniques should be employed: –use questions which are structured so that the possible responses of the users are limited to a certain number –explain the user, that he is talking with a machine and not a live agent; then he will tend to speak slower and clearer –use prerecorded audio as much as possible

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Personalization There are three main marketing issues, which are responsible for a successful Voice Portal integration of applications and content services: Marketing point of view Navigation Service- portfolio

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Serviceportfolio There are specific applications and content services that are especially appropriate for voice access Key Voice Portal opportunities lie in the telematics and mobility space In-car use will be a key segment for the usage of voice portal applications Criteria for using Voice to access specific services are: –Hands-Free/Eyes-Free (Travel/Navigation services, PIM) –Efficiency (Dictating s, voice dialer, v-commerce) –Enriching content (horoscopes, sports, music, cinema) –Privacy/Security (v-commerce, banking, brokerage)

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Note: erotic, flirt, fun applications (jingles,..) are generally underestimated because of the interview situation Interest (Base: all) Willingness to pay (Base: ind. service interst) Travel/Traffic Mail / Community Location Based Services news / Info. Weather Finance Shopping Jingles/Pics Fun / Games Auctions /Ticket Flirt/Chat Yellow Press Erotic Sport in % Revenue streams Targeting Attract Second priority average attraction of services average monetary attraction of services Market Potential of Mobile Portals, October 2001 by TNS EMNID Telecommunication&IT. Serviceportfolio

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Serviceportfolio Most attractive content services are location based services and travel/traffic services; finance, news and weather have also a certain potential Personal Information Management (PIM) services including calendar, address book, and unified messaging will be key applications These kind of personal communication services will be the driver for users to access also other services by voice

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Reasons for a low usage: –People have to get used to Speech Recognition; in the first weeks a lot of the callers did not say a word –People are only interested in a few services so they also use only a limited amount of services An intuitive navigation is the key for a higher acceptance and usage Offer an easy service to increase your targetgroup and the calling activity Navigation

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Content personalization enhances the user’s experience and creates sticky content which decreases the churn rate With personalization the handset is more than a pure communication device; it becomes a personal information device Allow the user to synchronize their central address book via voice, Web or WAP Personalization

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Thank you very much for your attention! Any questions?

© E-Plus Mobilfunk GmbH & Co. KG/ Michaela Stuhrmann / Productinnovation / Communication & Organisation Services Key factors for a successful integration Backup information E-Plus Shareholder 22,5% 77,5%