Is your online content ready to talk to customers?
Conclusion: The release of Amazon’s Echo in 2014 heralded the first of a series of “ambient” technologies1. These new devices are unobtrusive, multiple purpose and capable of responding to conversational input through integration with virtual digital assistants (VDAs) such as Amazon’s Alexa.
A key enabler of these platforms is the ability to implement “skills” or expand the platform’s capability to interpret and respond with appropriate conversational content beyond the basic function of the device itself.
The consistency of information required by organisations under omni-channel delivery models, combined with under-resourced editorial teams, mean organisations must prepare for conversational channels by transforming existing content sooner rather than later.
Failure to do so will see history repeat itself through short-term replication of content to support new channels only to have that content and channel functionality merged back into increasingly sophisticated content management platforms at significant cost.
About The Advisor
Sam Higgins was an IBRS advisor between 2017 and 2020 with over 20 years of both tactical and strategic experience in the application of information and communications technology (ICT) to achieve business outcomes from large complex organisations. Through previous roles as a leading ICT executive, strategist, architect, industry analyst, program consultant and advisor, Sam has developed an extensive knowledge of key markets including as-a-Service (Cloud) computing, enterprise architecture (including service-orientation and information management), enterprise applications and development, business intelligence; along with ICT management and governance practices such as ICT planning, strategic sourcing, portfolio and project management. Sam’s knowledge of service-oriented architecture and associated business models is widely recognised, and he was a contributing author on the Paul Allen book Service-orientation: Winning Strategies and Best Practices, released in 2006 by Cambridge University Press. As the former Research Director for Longhaus he undertook the first in depth research into the implications of cloud computing and other “as-a-Service” ICT offerings on the Australian and near shore markets. The 2010 report entitled, Defining cloud computing highlights provider gaps in the Australian ICT market, was widely reported in both the online ICT industry press and mainstream media.