Alford Strategic Development LinkedIn | (206) 734-7450 | www.maketravelbetter.com 1 The Google – ITA Software deal How Android voice integration with ITA can drive travel innovation and create a more effective consumer experience October 2010 Alford Strategic Development
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The Google-ITA Software Deal - can mobile voice recognition spark travel search innovation? - Oct 2010
Google’s $700M acquisition of ITA has inspired good debate and sometimes illogical lobbying on risks to airfare search integrity, web traffic, advertising costs, and service to industry “frenemies”. In the cacophony of positioning as the DOJ nears conclusion, however, potential positives for consumers may have been missed. In this case, Android voice recognition is rapidly improving for natural language travel search, and integrating ITA’s airfare structure could drive welcome innovation and a better consumer travel experience.
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Alford Strategic Development LinkedIn | (206) 734-7450 | www.maketravelbetter.com
Alford Strategic Development LinkedIn | (206) 734-7450 | www.maketravelbetter.com
Alford Strategic Development
Appendix - Sample testing results
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Vlingo was worse than expected at this point
Android error rate was low, and in most cases, errors did not affect relevant terms needed to create Voice Objects
Spoken search string Text result WER
Search Virgin America flights from Seattle to San Francisco August 25 returning August 28 Search Virgin America flight from Seattle to San Francisco August 25 returning August 28 0%
I want to fly to Seattle from Washington DC on October 15, returning October 20 I want to fly to seattle from washington d c on october 15th returning october 20th 0%
I want to fly to Philadelphia from New Orleans on October 15, returning October 21 I want fly to philadelphia from new orleans on october 15th returning october 21st 7%
Fly from Seattle to Anchorage August 25 returning August 28 Alaska Airlines fly from seattle to anchorage august 25th returning august 28th alaska airlines 0%
Find flight Boston to Ft. Lauderdale August 25 returning August 28 JetBlue find flights boston to fort lauderdale august 25th returning august 28th jetblue 0%
Search round-trip flight St. Louis to Phoenix January 5 to 9 search round trip flights saint louis to phoenix january fifth 29 17%
Spoken search string Text result WER
Search Virgin America flights from Seattle to San Francisco August 25 returning August 28 virgin america flights from Seattle to San Francisco Aug 25th returning August 28th 0%
I want to fly to Seattle from Washington DC on October 15, returning October 20 12 flight to Seattle from Washington DC on October 15th, returning October 20th 27%
I want to fly to Philadelphia from New Orleans on October 15, returning October 21 Iwon to Fly to Philadelphia from New Orleans on October 15th raton October 20th 13%
Fly from Seattle to Anchorage August 25 returning August 28 Alaska Airlines flights from Seattle to Anchorage Aug 25th returning August 28 Alaska Airlines 0%
Find flight Boston to Ft. Lauderdale August 25 returning August 28 JetBlue flight Boston to Fort Lauderdale August 25th returning on 20 Eights Jet Blue 17%
Search round-trip flight St. Louis to Phoenix January 5 to 9 round trip flight St. Louis to Phoenix January 5th 29 17%
Spoken search string Text result WER
Search Virgin America flights from Seattle to San Francisco August 25 returning August 28 search virgin america flights from seattle to san francisco otis 25th return in august 28 14%
I want to fly to Seattle from Washington DC on October 15, returning October 20 I want to fly to seattle from washington dc on october 15th return in october 20th 7%
I want to fly to Philadelphia from New Orleans on October 15, returning October 21 I want to fly the philadelphia from new orleans on the kerber 15 return in october 21st 20%
Fly from Seattle to Anchorage August 25 returning August 28 Alaska Airlines fly from seattle to anchorage august 25th attorney in august 28 alaska airlines 8%
Find flight Boston to Ft. Lauderdale August 25 returning August 28 JetBlue flight boston the fort lauderdale august 25th return in august 28 jet blue 25%
Search round-trip flight St. Louis to Phoenix January 5 to 9 search round trip lake saint louis to phoenix january fifth 29 17%
Windows Phone 7 error rate was higher, but in many cases did not affect relevant terms
Alford Strategic Development LinkedIn | (206) 734-7450 | www.maketravelbetter.com
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About Jonathan Alford
With 16+ years of experience in consumer and business travel, hospitality, and retail, Jonathan’s work centers on dual principles of driving a better traveler experience and advancing travel industry/company economic models. Recent focus includes creating visionary product and platform strategies for global corporate travel firms, leveraging new mobile/tablet platform capabilities and themes of "consumerization" to improve traveler experience, drive economic value to offset rising travel costs, and deliver enhanced duty of care to mitigate travel risks as emerging economies shift. Recognized thought leadership influencing disruption of airline industry WiFi and digital entertainment (manifested in current advancements in both in-flight and "outside the flight" experience) and promoting voice recognition technology impact in mobile travel search and itinerary management. Jonathan was awarded an Olympic Order of Excellence for executive program and Games-wide operations management at the 2002 Winter Olympics, judged best-managed Games in history. He is a graduate of The Johnson School at Cornell University and the University of Virginia.