This is the latest in a series of posts about and inspired by discussion's with Ford's executive team at CES, including a conversation with CEO Alan Mulally, an interview with Director of Connected Services Doug VanDagens about the future of in-car search, the full interview with VanDagens, and an interview with Ford President of the Americas Mark Fields on imagining cars as social networks.
Below is my MediaPost column that ran today that expands on these ideas.
One Search, 17 Ways
Inspector Gadget via WikipediaAfter the Consumer Electronics Show this month, where I met with the executives from Ford and heard about their ambitious voice search plans,
I kept wondering how the ability to conduct voice searches from their
cars will change how people search, communicate, access information,
and drive. It then made me wonder about all of the venues and devices
people can search from. At CES, Dick Tracy, James Bond, and Inspector
Gadget would have had a field day testing out the latest gizmos (if
they could avoid Gadget's nemesis Dr. Claw tricking them into joining a
These new devices aren't meant to be
solely for Inspectors; they're supposed to be for all of us. Here's a
vision for how searches will differ when conducted in different
settings from different devices. In all of these situations, we'll take
the example of a young, female, Dallas-based professional named Penny
who's searching for the best cupcakes.
Query: "best cupcakes dallas tx." Penny has a craving for something
sweet after dinner, so she spends a few minutes trying to find
recommendations. She uses Yahoo where, thanks to SearchMonkey, reviews
from Yelp and Citysearch appear on the search engine results page.
Query: "cupcakes plano tx." It's her receptionist's birthday and Penny wants to find something near the office.
ON THE GO
Query: "does anyone have any favorite cupcake places in dallas? I hope
sam's not following me or it'll ruin the surprise :)" She texts this to
40404 and uses TweetReplies.com to get responses emailed to her.
Query: "cupcakes dallas." Thinking she might not have too many followers in or from Dallas, she can also check search.twitter.com to see if anyone has mentioned this recently.
SMS: Search Engines
"sprinkles dallas tx." Over lunch, Penny overheard her receptionist
raving about the cupcake place Sprinkles, so Penny decided to go a bit
out of her way. She forgot the exact address though, so she sent a text
message to GOOGLE (466453) while she was at a light.
SMS: Q&A Services
Query: "anyone know where to get the best cupcakes in dallas" sent to firstname.lastname@example.org. Other Mosio users then respond with answers. She could do this through her iPhone as well.
WAP (Mobile Web)
Query: "sprinkles dallas tx" entered in Internet Explorer on her smartphone running Windows Mobile 6.
Query "sprinklers dallas to." She's still having a little trouble with
the touch-screen keyboard and the auto-complete features. Trying again,
she gets it.
iPhone: Google Voice
Query: "cupcakes" and then "dallas texas." Fortunately, with Sprinkles
Cupcakes being the official name of the business, it's even easier to
find the listing.
Query: "cupcakes" and then "dallas texas." She used 1-800-FREE-411, though she could have tried 800-GOOG-411 too.
Query: "bakery". On her GPS device, Penny selects "search nearby" and
then picks the closest category match. Right now it doesn't return the
most relevant or most comprehensive results for this query, but it
works better for others.
NEW AND EMERGING
Query: "I'm looking for cupcakes in Dallas, Texas." She tells this to
her 2009 Ford Focus equipped with the latest Sync platform.
Query: "best cupcakes san francisco." During a month of business
travel, Penny flies from New York to San Francisco and winds up on an
American Airlines Boeing 767-200 plane equipped with Aircell-powered
in-flight Wi-Fi. Determined to sample the best cupcakes at her
destination, she boots up her laptop, goes to Google, and finds Kara's
Cupcakes as the well-optimized top listing.
Query: "meilleurs gâteaux paris" spoken into her LG Touch Watch Phone,
set to debut in Europe later this year (Penny's quite the polyglot).
The phone's capabilities will include voice recognition and text
messaging, so she'll get to choose her method of searching.
Query: "cupcakes 75023" entered on her Samsung with Intel software
running Yahoo widgets. There was plenty of buzz about this at CES.
Penny may find the initial technology frustrating compared to what
she's used to on PCs and mobile devices until remote controls better
mimic keyboard functionality.
Instead of entering a query, Penny may be able to put on a special set
of glasses and scan her surroundings for store names and reviews. The
headsets and eyewear from Vuzix now link up to other portable devices
such as iPods and camcorders, but they keep including more
functionality within the gadgets themselves.
Word of Mouth
Query: "Know any good cupcake places in Dallas?" The past, present, and
future of searching are anchored in word of mouth. It's not always the
most efficient; it might take Penny 20 minutes to think of people she
knows living in the right area who enjoy cupcakes and would have
opinions on which ones are the best. But when she calls her friend
Quimby and he tells her she HAS to check out Sprinkles, there's no
question where she'll wind up.