Market disruptions are times of great stress, but they also provide great opportunity. They define new winners and losers in the marketplace. And the next major disruption is just around the corner — it’s the coming era of the personal assistants, and there are many market forces that are driving this shift.
The first of these market forces is the explosion of the Internet of Things: Internet-connected devices will be something other than a PC, tablet or a smartphone. Gartner predicts that 8.4 billion connected devices will be in use in 2017 (up 31 percent from last year) and that this number will reach 20.4 billion by 2020.
What will those other devices be? Here are some of them (though there are many, many others not on this list):
- Alarm systems
- Smart speakers
This will create a world where a connected device is always within immediate reach, and for the great majority of those devices, there will no search box and no browser. That leads us to our next major disruptive event: the rise of voice as a UI.
Voice: The UI of choice
In a world with no practical keyboard and a small screen, voice communications will become the UI of choice.
One reason for the fast rise of voice that we’ve seen already is the ubiquity of smartphones. Trying to type in commands on a small keyboard is already an incentive to speak your commands. But the explosion of the Internet of Things provides us with many devices with NO keyboards. As a result, forecasts for the rise of voice search are already quite stunning — comScore even predicts that voice searches will make up 50 percent of all searches by 2020.
There is definitely still some self-consciousness regarding speaking voice commands to phones in public. In a poll that we conducted recently of more than 900 users, we found that more than two-thirds of users polled use voice commands with their phones when at home by themselves:
Still, despite the self-consciousness around using voice search in public, many are willing to break through those barriers. Our data also showed that 13 percent of respondents were willing to speak commands to their phones when they were in a public restroom!