Mobile Marketing Monday: Siri Giving Apple A Distinct Advantage?
For today’s Mobile Marketing Monday, we’re going to talk about Siri, Apple’s new Artificial Inteligence virtual assistant. Google is dismissing it, but many think that this is a complete game changer and that Google’s entire platform is in jeopardy. See, Siri is going to be able to eliminate the search experience as we now know it, along with the entire monetizing model that goes along with it. Mobile Marketing will never be the same.
Think about it: what do you experience right now when you engage in the consumer side of mobile marketing? You type something in, and as good as Google has been at search (read: dominant), you still have to depend on what their algorithm returns for you. We all have times where that hasn’t met up to expectations. Siri looks like it might completely eradicate that experience. Read what Mashable has to say:
At the moment, Siri has a lot of iPhone-centric functions. But Siri the company implemented more than 45 APIs prior to being acquired by Apple — meaning the possibilities of a conversation interface to the web are endless. Back in April 2010, just after the Apple acquisition, Mashable noted Siri’s potential role as a driver in mobile search.
“Apple has the opportunity to outmode the entire Android ecosystem,” Morgenthaler says. Of course, that hinges on Apple making those APIs available to iOS developers, but he believes Apple will do just that: “This will be the differentiating factor in the iOS platform.”
Siri’s threat to Google could reach further than Android. In fact, Siri challenges Google’s entire search empire and shakes it to the foundation, Morgenthaler says.
“Google has made a huge contribution to all of our lives … they’ve made search comprehensive and instantaneous … but the whole paradigm is wrong,” he says. “[People] don’t want a million blue links, they want one correct answer. All the rest is noise that you’d rather have go away.
“Apple has the opportunity to really understand the question that you’re asking, and apply semantic knowledge such that [Siri] will deliver you the right answer, or a small set of highly relevant answers.”
When that happens, Morgenthaler says, all the steps that typically comprise an online search, including the ads served against search results, become completely irrelevant. He believes Apple can and will circumvent this search experience, passing consumers to merchants by way of Siri — and earning a finders fee for doing so. Under this paradigm, Google could be completely forgotten.
In short, forget the search engine — Siri will be an answer engine. She can perform executable actions and change consumer expectations in the process.