Apple’s Siri is eating Google’s lunch By Nigam Arora Student: John Huang Service marketing article paper MARK 361 Sarah Holding Nov 14 th 2011 Introduction Siri is a personal assistant application for iOS. The application uses natural language processing to answer questions, make recommendations, and perform actions by delegating requests to an expanding set of web services. Siri claims that the software adapts to the user’s individual preferences over time and personalizes results, as well as accomplishing tasks such as making dinner reservations and reserving a cab (Apple). The question isn’t whether Siri is a search engine that can replace Google’s search box. It’s a different kind of search — one that could be the future. ”—By Kevin Kelleher, contributor. Siri voice control on the iPhone 4S can answer questions, access information and deliver search results without displaying any advertising (Apple). Summary: The article introduces the Siri—a voice controlled virtual personal assistant from Apple that relies on artificial intelligence, about how it works as a search engine. The author uses a small study at The Arora Report to analyze Siri may change people’s habit.
The new habit will be using voice to find exactly what one wants without having to comb through a large number of results, some of which may not be relevant. This article also indicates that Siri searches information by asking a question in ordinary language and quickly finding the answer; it makes Google search look like a horse and buggy compared to a car. The problem for Google is that it makes most money from the most common searches. It is only a matter of time before Siri shifts search revenues from Google to Apple. Discussion of “Apple’s siri is eating Google’s lunch” Related to service marketing
Apple’s Siri as an information search service It is impossible to go any further if Siri were not defined as a service. However, Siri is more than an accurate speech recognition system. The definition of services is: in exchange for their money, time, and effort, service customers expect to obtain value from access to goods, labour, professional skills, facilities, networks, and systems; but they do not normally take ownership of any of the physical elements involved (Lovelock, Wirtz, Bansal; page 13). As the article indicates that Siri is searching information for people by asking a question in ordinary language (Nigam Arora).
Service category of Apple’s Siri Mental-stimulus processing is the services directed at people’s minds include education, news and information, professional advice, psychotherapy, entertainment, and certain religious activities. Anything affecting people’s minds has the power to shape attitudes and influence behavior (Lovelock, Wirtz, Bansal; page 35). As Siri is a new search engine, the author gives an example of his experience of using Siri to search a restaurant, which Siri is providing an information searching service to the user. Therefore, it is put into mental-stimulus processing category.
Apple’s Siri as a new service development Siri can be put in the major process innovation category, consist of using new process to deliver existing core product in new way, with additional benefits (Lovelock, Wirtz, Bansal; page 95). Obviously, one major feature of Siri is its voice controlled technology. It provides a new style for people obtaining information from internet. Another characteristic of searching information through Siri is that, it only displays the highest rated results in answering queries, what’s more, without showing any advertisement for the result such as the restaurant that the author asked (Nigam Arora).
Because Siri searches information directly from three data base: Yelp, Wikipedia, and Wolfram Alpha, completely bypass Google (Nigam Arora). That is what Siri is doing on adding additional benefits for its users. Reducing related monetary and non-monetary costs Siri’s performance possible approaches the strategy of minimizing non-monetary costs eliminating or minimizing unwanted physical effort, notably during search and delivery processes (Lovelock, Wirtz, Bansal; page 142).
The article illustrates the Siri’s different performance of searching which practically reduces user’s time in finding information on a website by avoiding unnecessary information, which in this case could be advertisements, to be shown to customers would increase their satisfaction of Siri. Unlike Google, Siri system sacrificed its monetary profit by eliminating advertisements. The implications of market practitioners Obtain benefits from innovation The strategy of minimizing non-monetary costs, in order to increase consumer value, can create competitive advantage for firm (Lovelock, Wirtz, Bansal; page 142).
Siri is providing a faster and relative direct way of search than Google. Comparing with Google, Siri’s users obtain wanted information from Siri search results without secondary filtration. Advertising or not relevant information appears in search result should be an annoyance to search engine users. Those differentiations bring Siri relative competitive advantage. Positioning in competitive service strategy An important issue is Siri’s positioning strategy. The most successful service firms separate themselves from “the pack” to achieve a distinctive position in relation to their competition.
They differentiate themselves from their competition by altering typical characteristics of their respective industries to their competitive advantage. This produces either improved service or reduced cost or both (James L. Heskett, Managing in the Service Economy, page 45). Undoubtedly, Siri is a new method of accessing information competes with Google. Market practitioners concentrate on contending for market share with Google should use SWOT analysis, to find out Siri’s strengths, weaknesses, opportunities and threats. Furthermore, practitioners’ way to compete is Siri’s innovation in positioning. new method of accessing information as a new competitor with new and efficient features in search performance. References – Christopher Lovelock, Jochen Wirtz, Harvir Singh Bansal; Services Marketing: People, Technology, strategy; Canada edition – James L. Heskett, Managing in the Service Economy; Harvard Business Press, 1986 – “Yes, Google, Siri is a serious threat”, Kevin Kelleher, November 9, 2011 http://tech. fortune. cnn. com/2011/11/09/yes-google-siri-is-a-serious-threat/? section=magazines_fortune – “iPhone 4s- Ask Siri to help you get things done”. Apple. Retrieved 2011-10-05. http://www. apple. com/iphone/features/siri. html.