Digital Vox: APAC’s marketing leaders discuss immersive technology and its implications
From augmented reality to virtual assistants, immersive technology is democratizing computing and changing how we interact with the world. The introduction of voice alone has allowed consumers to participate more with their devices, and they expect brands to meet them with frictionless assistive experiences. Here, marketing leaders from Uber, Spotify, Intel, Spark, and Google unpack how to approach immersive tech while maintaining the privacy of their customers.
Manisha Gupta: In some ways it's thrilling and in some ways it's scary.
Ambient computing is increasingly blurring the lines between the real and virtual worlds. Here’s what that means for brands & consumers.
Manisha Gupta: It means when nobody notices the computer.
Matt Bain: For me, it's a disappearing interface.
Jamshed Wadia: It makes people participate more with the technology.
Carrie Beth Wood: It means the physical device fades into the background, working together with AI, to bring you help with whatever you need, wherever you may be.
Jamshed Wadia: It’s a chance to democratize computing. It kind of gets in all the people that have been left out previously from a computing perspective.
Jan-Paul Jeffrey: We believe that voice is going to be huge. We have more than 50 million songs on Spotify so smart connected devices now being able to respond to voice to play the music that you want to listen to, it's a huge consumer benefit.
Manisha Gupta: When you start doing voice computing in countries like mine, India, where everybody is not literate and definitely not English-speaking. It really opens up an entire new segment of consumers.
Matt Bain: The elderly, for example — these use cases where voice will give them access to information and services they haven't had in the past
Manisha Gupta: If you start mapping out all the events and triggers and start serving up communication at the right trigger. That's when a sale becomes a service. It will enter our lives in ways that we wouldn't understand or be able to see. So I think that has a lot of implications for us.
But brands also have a responsibility to protect its consumers.
Carrie Beth Wood: In the same way that brands come up with the new technologies, they are equally responsible for the privacy of their customers.
Jamshed Wadia: In terms of what they are collecting, there has to be a business reason and a value addition back to the consumer.
Carrie Beth Wood: The one thing that won’t change when it comes to privacy, is the need for transparency.
Matt Bain: When you look at areas like connected health which will require a huge amount of trust, the requirement for consumers to feel that their data is respected is paramount.
Jamshed Wadia: GDPR kind of creating a standard for the globe but the regulation also has to protect the consumer at the same time bring the benefits of technology to the consumer as well.
Matt Bain: Even if it's not in our region, maybe we should use the higher standard now rather than waiting for it to be legislated.
Jan-Paul Jeffrey: Keep learning best practices on how to ensure that the data is used in the way that the consumer expects it to be used and transparency are key things. Trust takes years to build and seconds to destroy.
Carrie Beth Wood: Real people buy from real people. If brands build trust, they’ll be able to gain more customers and drive more revenue in the long term.