® IBM Software IBM Conversational Access The Power of Speech in an On Demand World Customer: Date: Client Team: Company Name Date Name, Title
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM IVR Strategic Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 2
IBM Software Speech Intro Video: Video Available on Sales Enablement DB, listed under Tim Tsao 3
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 4
IBM Software Speech Extends Enterprise Access IBM Web. Sphere facilitates On Demand multi-channel customer service Access points become pervasive as speech extends the business Bridging the gap between business transformation and IT 5
IBM Software Speech is Driven by Clear Value Proposition “Self-service transactions can reduce costs up to 90% compared to assisted services. ” – Forrester Research, 2004 The Economic Benefits are Clear Relative costs of Human Agent Service vs. Automated Service: (average per call costs) Analyst Agent Service Cost ($) Automated Cost ($) IBM Market Intelligence $5 $0. 50 Frost & Sullivan $7 - $9 $0. 25 - $0. 35 Purdue $4 $0. 45 (additional financial case in backup) 6
IBM Software IBM’s Heritage in Speech Technology Leading with a History of Firsts Real-Time Recognition System for Large Vocabulary (20 K) Continuous Dictation IBM Operational Application of Speech Recognition PC-Based Large Vocabulary (20 K) Isolated Word Dictation System 1984 1989 Offline Recognition System for Large Vocabulary (20 K) Continuous Dictation Large Vocabulary (5 K) Isolated Word Dictation System Real-Time Continuous Dictation Product (Radiology Workstation) Bilingual (French-English) System Incorporating Statistical NLU 1994 1986 1971 In-car Navigation System that can Identify Spoken Street and City Names that Exist Across the Entire US Audio-Visual Speech Recognition Conversational Biometrics Server 1996 1995 2002 1997 Real-time System Employing Distributed Speech Recognition 2001 2004 2003 Natural-Language Based Speech-to-Speech Translation System Real-time System Incorporating Speech Enablement of a Palm Pilot (Personal Speech Assistant) Statistical NLU Deployment in an Automated Contact Center 7
IBM Software Speech Technology Has Come of Age – fix wav files § IBM Speech Technology, Available Today 4 ASR & TTS are advanced and accurate § Recorded Prompt vs. TTS 4 United Air Canada flight 3016 departs Toronto Pearson at 1: 02 PM on Thursday, May 25 th. It then connects to United flight 188 departing at 6: 45 PM, arriving in San Francisco at 8: 55 P. M. ” § Stock Report 4 The Dow Jones Industrial Average gained almost one percent, to 10116, while the Russell 2000 Index advanced 0. 2%. § Balance 4 Your balance is $34, 195. 34 (Presenter: Use Presentation Mode to Play Audio) 8
IBM Software IBM Solves Business Problems Top Customer Business Challenges § Need to improve Operational Effectiveness § Seek to create new Revenue Generation Channels § Enhance the Customer Experience § Gain Competitive Differentiation 9
IBM Software Unique Capabilities of IBM § We solve business problems, not just speech 4 Deep industry and broad technology expertise § Enterprise Multi-channel Customer Service 4 Bringing together CRM Strategy and Business Transformation with Web and Speech 4 Ensure consistency of experience across all touchpoints 4 Cross-channel Integration – let the customer choose the channel, they get the same consistent results § Integrated, responsive IT architecture and integration 4 Common application logic and leverage of existing back-end investments 4 Open standards based solutions means easier speech development 4 Advantages of being based on Web. Sphere Application Server: Security, Scaling, Redundancy, Integration, Administrative Management 10
IBM Software IBM Contact Center & Speech Capabilities Depth. Breadth. IBM can deliver the full range. Services Breadth § Self Service Assessment § Contact Center Optimization 4 Contact Center Consolidation Strategy 4 Contact Center Diagnostic 4 Telephony Integration Assessment § § Business Process Reengineering Technical Architecture Packaged Integration Application Development & Customization § Education and Training Industry Depth §Integrated Industry Solution, across 23 industries, examples: 4 Banking Multi-Channel Transformation 4 Energy & Utilities CCO 4 Telco In-Network Services 4…more 11
IBM Software Capabilities Depth & Breadth Continued Software Breadth Partner Depth Web. Sphere Application Server (partial listing only) • Avaya • Genesys • Cisco • Siebel • Oracle • Peoplesoft • SAP • Viecore • Digital Union • Vocomo • Market-leading application server Web. Sphere Voice Server • Best of breed ASR/TTS engine Web. Sphere Voice Application Access • Powerful portal-based voice access Web. Sphere Translation Server • Integrated machine translation Web. Sphere Voice Toolkit • Call flow builders, editors, more… Web. Sphere Studio • Broad, open-standards base tool 12
IBM Software 2004 Analyst Testimonials “IBM is well positioned to maintain its leadership position in the speech solutions market, to grow its customer base and generate increasing revenues from delivering speech solutions to end users. “ Source: North American Telephony-Based-Speech Technology & Solution Markets Report, by Elka Popova, Frost & Sullivan, May 2004 “IBM is ranked No. 3 in market share and has recently restructured to increase its products…IBM also offers software development tools to facilitate the deployment of speech applications, which support industry standards such as Java and Voice. XML 2. 0. ” Source: Speech Applications Go Mainstream, by Elizabeth Herrell, Forrester, March 24, 2004 13
IBM Software 2004 Analyst Testamonials “IBM’s initiative…takes speech from the ‘exotic technology’ stage to that of enterprise utility. " Mark Plakias, OPUS Research, September 13, 2004 "The expanded Avaya and IBM…joint solutions can accelerate deployment of a service-oriented architecture that leverages existing IT infrastructure and customerfacing services across the entire enterprise. ” Dan Miller, OPUS Research, September 13, 2004 "The RDC announcement also emphasizes IBM's commitment to working with other companies, as well as to the use of standards to grow the market. " Bill Meisel, Speech Recognition Update and Telephone Strategy News, September 22, 2004 14
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 15
IBM Software Improving Operational Effectiveness Dial-a-Phone Challenge § Reduce the cost to serve customers and eliminate routine tasks from call center agents’ workload Solution § Implemented “Speak ez”, a postcode recognition voice system developed by IBM Business Partner, Digital Union, running on IBM Web. Sphere Voice Server at the call center’s front-end Business Benefits § Significant cost savings § Average engagement time for call § center agents reduced from 3 minutes to 2. 5 minutes Boost in employee morale due to working on value added tasks Technology Benefits § Use of IBM speech recognition for account number & personal data 16
IBM Software Enhancing the Customer Experience Major US Financial Services Company Challenge Improve customer satisfaction and ease-of-use of Pension Fund system while increasing call retention and reducing cost of call center operations. Solution “IBM Web. Sphere Voice Server is used to authenticate callers and route calls onwards to speech enabled self-service applications relating to policy inquiries, policy status checks, payment information and the reporting of change of address. ” Dennis M. VP of Information Systems Business Benefits § Further enhanced customer § § satisfaction through additional self -service functionality Reduced call handling times Reduced operating expenses Technology Benefits § Standards-based Voice. XML § § solutions Aligned with web architecture Integrated with virtual call center technologies and CTI 17
IBM Software Creating Competitive Differentiation American Honda Challenge § Simplify driver access to in-car navigation system Solution § IBM Via. Voice embedded in Acura § § and Honda Navigation Systems First navigation system that can identify spoken street and city names for entire US • Over 700 commands • 1. 7 M streets and cities • 7 M points-of-interest • Zagat guide J. D. Powers ranks Honda NAVI system consistently in the top 10 for quality Benefits As in-car navigation systems evolve and become more commonplace in today’s vehicles, our extensive voice-recognition features give Honda and Acura products a distinct competitive advantage. ” Tom Elliott Executive Vice President American Honda Motor Co. 18
IBM Software New Revenue Generation Opportunities Orange Challenge § Wanted to establish new channels of revenue generation through value-added consumer services Solution § Using Voice. XML and the speech § recognition and text-to-speech technologies of IBM Web. Sphere Voice Server, consumers connect to the network (ISUP) through 240 telephony ports powered by Web. Sphere Voice Response. This capacity will allow Orange Dominicana to handle more than 10, 000 calls per hour. Benefits • Able to interpret English and Spanish languages • Increased revenues as a result of Popular new services • Stronger Orange brand recognition • Ability to rapidly bring to market speech enabled applications using Voice. XML on the IBM Web. Sphere Voice Server 19
IBM Software More Speech Customers 20
IBM Software IBM Delivering Customer Service Solutions CABLE & WIRELESS 21
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 22
IBM Software Speech Application Growth Has Been Inhibited 75% 20% 5% Speech Enabled Ports Today Speech Enabled Forecasted Through 2008 Future Market Opportunity for Speech Only 5% of IVR ports are speech enabled today Source: Tern Systems 2004 Inhibitors to mainstream growth & adoption: § Skills are specialized and expensive § Limited interoperability with overall IT infrastructure § Proprietary development standards § Limited reuse of application assets § Limited impact of a ‘network effect’ 23
IBM Software Reusable Dialog Components (RDC) Accelerating the Development of Speech Applications What is it? § J 2 EE based component framework that leverages the success § of Voice. XML for speech application development Changes paradigm from speech-centric development to mainstream J 2 EE programming Customer Benefits § § § Open standards versus proprietary Supports dynamic Voice. XML Transition from speech centric apps to speech enabled apps Emerging standards enable lower cost development, less resources needed Facilitates speech and data to converge, interoperability of objects between web and voice applications 24
IBM Software Reusable Dialog Components (RDC) for Speech Example: Credit Card is a representation of cash § Universal acceptance and usage: AMEX, Master. Card, Visa, JCB, etc. § Accepted rules and format: Bank, Card Number, Expiration, Name § Standardized behaviors: Receipt / Signature, Authorization, etc. Bank Name Card Number 4544 6555 1222 0900 JOHN A. SMITH EXP 06/05 Card Type Cardholder Name RDC Initiative Provides § Definition of how to describe speech components § Example starter sets such as: • Date • Account • Credit Card Type • Currency § Usage Model (how you invoke) Expiration Date 25
IBM Software IBM’s Role Accelerating the Implementation of Speech Applications IBM has always had a pioneering, leading role: • Voice. XML, X+V, CCXML, and now RDCs Reusable Dialog Component Initiative Component Definition Specification RDC Framework Starter Set of Examples RDC Starter Inventory Usage Model RDC JSP Tag Libraries Tools Voice. XML, SSML, CC XML and SRGS XML (GR XML) Editors 26
IBM Software Industry Support for RDC Initiative § Accelerating the development of speech applications § Enables speech application development to leverage the broader web development community 27
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM IVR Strategic Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 28
IBM Software IVR Partner Interoperability • Long-standing, strategic alliance across multiple IBM business units • September 2004 announcement that deepened the relationship: • Developing a joint IBM/Avaya solution supporting MRCP and Voice. XML 2. 0 • Joint sales & marketing underway • Tooling collaboration • Integrated Solution: Genesis Voice Portal with Web. Sphere Voice Server and Web. Sphere Application Server • WVS 5. 1 GA in November 2004, tested MRCP interoperability with GVP Windows v. 6. 5. 5 • Joint sales & marketing: Roadshows, Webinars, and Demos • Long-standing, strategic alliance across multiple IBM business units • WVS 5. 1 GA in November 2004, tested MRCP interoperability with Cisco 1751 V, AS 5400 HPX and AS 5350 series with IOS 12. 3(10)M running the Cisco Voice. XML Browser • Joint sales & marketing underway 29
IBM Software IBM Partnerships Benefits § Customer has many more ecosystem choices for infrastructure and interoperability § Seamless secure, reliable and scalable end-to-end enterprise class solutions § More tightly integrates IP communications with IT infrastructure § Leverages common web-oriented development skills and tools (RDCs) § Simplifies development of speech self-service applications 30
IBM Software Partner IVR + Web. Sphere Voice Porlets Voice Portlets Web. Sphere Voice Server Voice Application Access Web. Sphere MRCP SIP EJB Container Partner Voice Platform HTTP/Voice. XML/CCXML Web Container Partner Tools IP T 1 / E 1 Applications Business Logic Web Services Voice. XML Applications NLU Apps Call Control Apps (CCXML) Web. Sphere Studio TTS ASR PSTN Portal Server IBM Tools Web. Sphere Systems Management Web. Sphere Application Server 31
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 32
IBM Software WVS Overview • IBM’s core speech technology • ASR/TTS • Standards-based speech architecture, such as Voice. XML • Administrative ease of use, rapid problem resolution, end-to-end admin • Scalability, high availability, load balancing network dispatcher • Large vocabulary capabilities • Dynamic grammar support • Robust: Ability to support noisy environments, multiple dialects, etc. • Web. Sphere Application Server as foundation • Single development and deployment for both voice and data applications • Common business logic for visual and voice apps: WAS, J 2 EE, WMQ, WBI, DB 2 • Common development tools & skills: Eclipse, WSAD, Rational, J 2 EE • Availability • Linux and AIX platforms supported • Multiple languages supported 33
IBM Software WVS Summary § Based on WAS…only IBM 4 Integrated administration, systems management, etc. § Based on Open Standards not a proprietary model 4 MRCP ensures connectivity to multiple IVRs § Faster Application Development 4 Single Tooling for both Voice & Data § Differentiators 4 Rapid, High Quality Application Development 4 Administrative Ease of Use 4 On Demand Speech Technology 4 Standards-based Architecture for Speech 34
IBM Software Web. Sphere Voice Application Access § Integrated to Web. Sphere Portal 4 Updates to Tooling 4 New Vx. ML aggregator API’s to improve developer productivity 4 Single Sign-on transparency between visual and voice access § Maintain Portal Principles: 4 Aggregation 4 Personalization and customization 4 Separately developed, modular applications 4 Common business logic 4 Open Standards How are my stocks? IBM is at 72. 45, the Dow is down to 8944. . . § Extend to Voice 4 Navigation between portlets 4 Natural Language Understanding 4 Consistent Content management and delivery 35
IBM Software Page Aggregation AUTHENTICATION Voice Aggregator Portlet 1 Portlet 2 WVAA Architecture Portlet API IVR Voice Browser ASR TTS PSTN AUTHORIZATION Wireline and Cellular devices XML Access Portal database LDAP directory User profile database Document Manager Portlet data Personalization Web clipper Search Skins Content access JMS Web Services JDBC EJB Servlet Caching Admin Collaboration JCA Security Customization Credential Vault Portlet Proxy Vo. IP LAN J 2 EE Portlet Container and Services Single Sign-on Enterprise Data, Applications & Internet Content 36
IBM Software Multichannel access 37
IBM Software Voice Toolkit for Web. Sphere Studio § Graphical Call Flow Builder § MRCP Grammar Test Tool § Editors 4 CCXML editor for call control 4 Voice. XML editor including Wizard that allows users to select and customize Reusable Dialog Components 4 Lexicon Editor with Pronunciation Migration 4 Grammar editor supporting Voice. XML 2. 0 formats, SRGS-XML § Call Simulator and Voice. XML Debugger (Browser execution) § Natural Language Tools 4 To help classify data and test Graphical Call Flow Design Tool to visually design speech applications 38
secondary IBM Software Developing a Voice Application Tasks IBM Voice Tools Persona & Dialogue Design Speech UI Expert / Call Flow Builder Grammar Development Grammar Builder Dictionary Development Pronunciation Builder Language Interpreter Development Natural Language Model Tools Application Development Voice. XML Editor, Java, JSP, XML Testing and Tuning Test Tools / Speech Expert 39
IBM Software Call Center Voice Toolkit for Web. Sphere Studio Eclipse framework provides default views, icons, layouts, XML editor functionality, etc. Navigator panel shows file view of the project Tabbed views show words with unknown pronunciations or a hierarchical view of your application file Editor panel allows for multiple files to be edited simultaneously Pronunciation composer enables creation of customized phonetic pronunciations Informational panels display tasks, warnings, errors, to-dos, file properties, and application logs 40
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 41
IBM Software Summary § Superior technology, backed by a history of “firsts”, leading benchmarks, and 30+ year research activity, 250 speech patents § Deep industry experience across 23 industries, with over 3000 consultants focused customer service solutions § Broad offerings, ranging from packaged services to core ASR/TTS technology to market-leading middleware § Leverage existing investments and integrate broadly from fundamental integration with IBM middleware § Leading the industry, from standards to new technology development such as conversational biometrics 42
IBM Software Gartner Magic Quadrants: IBM in the Leaders Quadrant IBM in Leaders Quadrant in these Magic Quadrants Challengers Leaders § Application Integration Vendor (as of 5/2003) Magic Quadrant for Application Integration Vendors, 2 Q 03, J. Thompson, F. Kenney, B. Lheureux, Y. Natis, M. Pezzini, R. Schulte, J. Sinur, J. Correia, D. Mc. Coy, 5 May 2003 § Enterprise Application Server (as of 5/2004) Enterprise Application Server Magic Quadrant, 2 Q 04, Yefim V. Natis, Massimo Pezzini, Kimihiko Iijima 10 May 2004 § Application Platform Suite (as of 6/2004) The Application Platform Suite Magic Quadrant 2 Q 04, Y. Natis, M. Pezzini, R. Schulte, J. Thompson, K. Iijima, G. Phifer, C. Haight, D. Plummer, 30 June 2004 Ability to execute § Horizontal Portal Product (as of 3/2004) Gartner: Magic Quadrant for Horizontal Portal Products, 2004, Gene Phifer, Ray Valdes, David Gootzit, Kim S. Underwood, Joanne M. Correia, Whit Andrews , 30 March 2004 § Web Services Major Vendor Influence (as of 9/2003) Magic Quadrant for WS Major Vendor Influence, 3 Q 03, David Smith, Charles Abrams, 2 Sept 2003 Niche Players Visionaries Completeness of vision The Magic Quadrant is copyrighted 2003 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. § Programmatic Integration Server (as of 12/2003) Magic Quadrant for Programmatic Integration Servers, 2003, Dale Vecchio, 17 December 2003 § Business Process Analysis (as of 3/2004) Magic Quadrant for Business Process Analysis, 2004 , J. Sinur, 4 March 2004 § IVR/Enterprise Voice Portals (as of 3/2004) Magic Quadrant for IVR/Enterprise Voice Portals, 2004, B. Elliot, D. Kraus, 30 Mar 2004 IBM rated “Promising” or “Positive” in these Market. Scopes § Positive: Sell-Side Electronic Commerce (as of 1/2004) Market. Scope: Sell-Side Electronic Commerce, 1 H 04, A. Sarner, R. De. Sisto, 22 Jan 2004 § Promising: Multichannel Access Gateways (as of 12/03) Market. Scope: Multichannel Access Gateways, 2 H 03, W. Clark, 16 Dec 2003 43
IBM Software Today’s Agenda § Intro Video § Delivering Business Value § Customer Experiences 4 Testimonials § Leading Industry Growth and Integration § IBM Partners § Product Portfolio 4 Web. Sphere Voice Server 4 Web. Sphere Voice Application Access 4 Tools § Summary § Q&A 44
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IBM Software Backup Slides – separate deck § Omitted Slides § IBM Transformation Case Study § WVS 5. 1 Presentation 46
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