MOBILE APPS OR INTERACTIVE VOICE RESPONSE (IVR) SYSTEM ENGINEERING: ENGINEERING DECISIONS MADE TO SERVE THE

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1 VOL. 1, NO 1, JULY 2010, MOBILE APPS OR INTERACTIVE VOICE RESPONSE (IVR) SYSTEM ENGINEERING: ENGINEERING DECISIONS MADE TO SERVE THE BROADEST MOBILE MARKET. Matthew Kulig,* Niarcas Jeffrey and Edward Saunders Aisle411 Abstract This paper is a practitioner s discussion of the Product Realization Process (PRP) in the context of a technological start-up venture for Interactive Voice Response (IVR) systems. The authors address concerns across the spectrum of the PRP, ranging from concept development strategies to bringing a new product to market at the lowest cost point. The authors discuss elements of market research, cost analyses from multiple standpoints, and the selection of internal operating structures based on functionality. The authors also highlight the importance of innovation and maximum leveraging of core competencies in the calculation and pursuit of consumer-need informed development goals. In the scenario discussed, the combination of technological skills with the entrepreneurial mindset led to the synergistic integration of multiple forms of technology in order to enter and compete in a chosen market. 1. Introduction Over the past three years the communications wave has crested in a rush to develop, build and deploy mini-software applications for mobile smart-phones and devices. These mobile applications (apps) are designed to enhance the connectivity of mobile network consumers. Smart-phone devices e.g., the RIM Blackberry, Palm Pre TM, Apple iphone, or, newest to the lineup, the Apple ipad use apps, ran directly on the phone or device, to provide specific functionality for the user: mobile access to news and weather reports, , text messaging, social networking websites, and of course, retail shopping. Users are able to download no cost freeware to their phones; however many of the newest, and most sophisticated, mobile apps can cost as much as $45 per download. A little talked about reality amidst the smart-phone banter is that, in the U.S., smart-phones currently represent a mere 17% of the mobile market, while users of feature phones (aka dumbphones) comprise a whopping 83% of the mobile phone consumer base. What s more, the engineering of smart-phone apps is often complicated, labor intensive and expensive: Smartphones are serviced by at least five different platforms, each of which uses a different coding language. The engineering cost for developing a single mobile app for use on a single platform i.e. powered by Android TM or Windows TM can exceed $100,000. From a corporate standpoint, these numbers mean that in order to capture the entire 17% of the smart-device mobile market, company engineers would have to build applications for all five platforms, the cost of which could be upwards of $500,000 per application. *COO, Aisle411 ; 4041 Forest Park Ave Suite 220; St. Louis, MO 63108;

2 M. Kulig et al. The smart money, for newcomers to the mobile apps production market, lies in developing technology targeted at the lion s share of users: the 83% of Americans using dumb-phones. In 2008, the authors formed Aisle411 and looked at mobile application development along with the potential consumer market. Our team found that entering the competition for the narrow smartphone market, though an emerging and growing arena, was too cost-prohibitive for a startup venture like ours. Among Aisle411 s company goals was to develop a mobile app product capable of servicing the broadest potential user base. Our team of engineers reasoned that the quickest way to develop and go to market with a new product capable of servicing 100% of mobile users, one that could be created and tested at a development cost point, was to employ Interactive Voice Response (IVR) systems. The outcome: the Aisle411 Voice Product Location Assistance (PLA) service, which offers benefits similar to those of high cost mobile apps requiring smart-phones or devices and offers users of existing feature phones enhanced connectivity mobile access to retailers, weather, and consumer alerts through an interactive Voice computer and textmessaging. 2. Development Process When it came time to actually build a product that would provide the service, the Aisle411 team looked at all available options from standpoints of both cost and functionality. In the course of our research, we found a number of free resources available throughout the Internet, or what is now called the cloud. We found that our choices of IVR and telecom hosting were part of a fairly recent, yet emerging business enterprise movement; and that no-cost tools as well as support for design and construction in new voice automation concept prototypes using cloud based services were available. The availability of internet based services in addition to prototype development support meant that a new company like Aisle411 Inc. could enter and compete in our chosen market at a very low cost point. A. Continuing Education Developing a Voice application initially seemed like it was going to be a difficult task. The team had no idea where to really start, additionally our engineering staff didn't have much experience developing telco-phone systems. Early on, we thought we had found a viable solution: Asterisk, a webbased, open source telephony development toolkit. Our Aisle411 engineers quickly came to understand that developing in the Asterisk software could prove to be a task beyond our collective web experience and knowledge at the time. Undaunted, we surveyed other developers regarding available coding languages and levels of user satisfaction. This round of research demystified the task of building a Voice application. Understanding that the cloud was built using many layers, a method which allows developers to focus on their core competencies, our team began to seek out similar structures in the Voice world. in order to capture the entire 17% of the smartdevice market, company engineers would have to build applications for all five platforms, the cost of which could be upwards of $500,000 per application. 64

3 Mobile Apps or Interactive Voice Response (IVR) System Engineering Figure 1: Aisle411 IVR service map. Our first encounter with a layered method of Voice application development was with Café BeVocal. We learned that Voice applications are built using a Voice Extensible Markup Language file (VXML) and a set of programming language rules that guide the operation, or a grammar file (e.g., BNF, ABNF, or EBNF). After playing around at cafe.bevocal.com, our engineers found that the Café BeVocal user interface wasn't as intuitive as we needed, and we couldn't figure out how to make a phone number point to a VXML file on our servers, which meant zero functionality. The obvious solution, uploading all our files to the BeVocal servers, posed significant security risks to the Aisle411 server and would not allow us to safely use our side code. Though we were disappointed that BeVocal was not a good fit for us, our experience with the technology fueled our hope that, much like in the virtual world, there had to be other available options. B. Research and Development In this day and age, it s easy to find a hosted solution for a web application, so why not for a Voice application? We began to answer this question when we were introduced to an Orlando, FL based company called Voxeo. After some back and forth between the Aisle411 engineering team and Voxeo, we were hooked as we saw the beginning of our application take shape. Voxeo s free services allowed our engineering team to build its first prototype at little cost with the opportunity to develop and test its business service. The Aisle411 PLA application was built through a mix of Call Control Extensible Markup Language (CCXML), VXML and Speech Recognition Grammar Specification (SRGS) grammar files, along with a PHP: Hypertext Preprocessor (PHP) that interfaces with the server. Through 65

4 M. Kulig et al. the use of Voxeo, Aisle411 is now able to treat VXML as the user interface component to the PLA application just as a web designer would treat Hypertext Markup Language (HTML) and Cascading Style Sheets (CSS) as the user interface component to a web application all of which enables the PHP to function as the server-side language that interfaces with the web database. This structure allows optimal functionality since it allows one person to focus on the VXML, while another focuses on the database calls to the server. The application starts with a CCXML file that calls the first VXML file to set up the variables. Using a CCXML file first, versus going straight into a VXML file, enables the application to compose and send a send a text message after the call has been completed, which is a function that the VXML language wasn't specified to perform, but is included in the parameters of the CCXML. Each VXML file makes calls to the subsequent VXML file through a submit tag. This tag is similar to the form tag in HTML, in that it allows variables to be passed through the HTTP GET method. the Aisle411 team had to un-learn the spellings of words and learn to spell them as if we were back in kindergarten our ever-increasing volume. For its database engine, Aisle411 uses MySQL, a relational database management system, which was a good fit due to its relatively low cost, proven reliability, scalability and functionality in our desire for speed to market. Implementation costs for MySQL are very low since it s open source, and because it runs on many different platforms, there is a large on-line community that makes finding best practices and solutions to problems easy. Additionally, MySQL s flexibility allows users to change servers without having to make changes to the database; changing servers is as easy as copying data from one server to another. We chose Linux-based servers pre-equipped with MySQL, which allowed our systems to have a database server up and running in a very short amount of time. What s more is MySQL works well for small databases, but also scales to large implementations, which initially allowed our team to get started with a small amount of data, yet has the capacity to handle MySQL is deployed to a three node system with one master node and two slave nodes. The Aisle411 database is fully implemented on all three nodes and uses MySQL's built-in replication to populate the slaves from the master. This allows for both load-balancing of the database searches that are performed by the PLA application and also provides for fail-over. If any of the one nodes fail, the database can continue to perform searches on the other two nodes. The three nodes are in three different physical locations, so the database is protected against power outages, natural disasters, etc. The database model for Aisle411 is a 3rd-normal form relational model and was designed to handle large numbers of retailers and items. The design is not specific to the Voice application rather the Voice application is one interface into the data. This means that the application is accessible by 100% of mobile devices, including both dumb phones and smart-phones. 66

5 Mobile Apps or Interactive Voice Response (IVR) System Engineering 3. Implementation Each retailer/store that uses the PLA system furnishes Aisle411 with inventory data. The data both describes the item as well as maps it to a location on the store floor. All PLA service retailers employ some type of inventory management software; most stores use planogram software to map out their store floor plans and to manage items within that plan. In order to address the use of varied software and hardware used in the marketplace, Aisle411 works individually with retailers to build a system for an initial load of data, and then later to provide updates for item movement. Updates to the Aisle411 system are put on a schedule tailored to fit the retailers' needs. A proprietary system is used to scrub the data and build grammar around item descriptions and brands. The grammar is then used for the voice searches by consumers to locate products in stores. These syntax innovations can be used for many different applications today. TheAisle411 engineering team now believes it are can build Voice applications that can literally turn any mobile device into a type of HAL, the interactive Voice computer from the Figure 2: Aisle411 consumer alert diagram science fiction movie 2001, A Space Odyssey. Users will simply pose questions to their device (i.e. Where can I get the best price on gas?) and the Voice application will locate an answer. The team added a texting component in order to give users instant texts along with their voice search requests. A user can request a search for multiple items, and the system organizes the requests in real time and sends a text list corresponding with the physical order of the store aisles, providing the most efficient way for the user to shop the store. The realization of the combined power of IVR and texting systems, along with their potential for positive user interaction, is the result of the research and development of the Aisle411 engineering team. Today, anyone with any type of telephone (mobile, landline, smart-phones, dumb phone) can call Aisle411 and interact with the company's automated product location assistance Voice application and texting service. This innovative service can scale to any size required by a retailer and can be duplicated in 46 languages and dialects worldwide. This allows a retailer to have many languages running in one store location in order to serve its regional or tourist marketplace. What this means is Aisle411 and its partners can deploy an application for use in single store location, where one user could be using an English version, another a Spanish version, and still another a Japanese version to find products in a single retail outlet. 67

6 M. Kulig et al. Figure 3: Aisle411 PLA in action. A. Unlimited Potential Our robust system capability was made possible through the help of Aisle411's strategic business partners. Because of today's cloud computing environment, the Aisle411 team could focus on the core of its voice recognition process. Through building the Voice system, the team learned that Voice search is very different than visual search and auditory parsing is very different from textual parsing. For example, in a text-based search engine, a city, like Des Peres, MO, can easily be found by having the user type the correct spelling into a text box, even if the spelling is off by a letter or two. In a Voice based search engine, a French word, like Des Peres, must be converted in the grammar files to reflect how it phonetically sounds: Duh Pear, instead of how it is spelled. This means that the team couldn't simply enter a word alphabetically; we had to inspect each word to ensure it was spelled correct phonetically. In many ways, the Aisle411 team had to unlearn the spellings of words and learn to spell them as if we were back in kindergarten. Another difference between text-based and IVR searches is the database must include a set of search terms tuned for how a consumer thinks of the requested item. If one were to enter a brand like "Coke" into a text-based search engine, the search would most likely return "Diet Coke 2 liter" or "Coke Zero 12 pack," since the word "Coke" exists in both of the terms. In a Voice search, the confidence that the word "Coke" equates to "Diet Coke 2 liter" or "Coke Zero 12 pack" would be too low to give a successful match and would most likely be rejected by the system. Due to this difference, the team at Aisle411 had to scrub the data provided by retailers and pick out every possible variation a user might say when asking for the product. The team also had to make sure to throw away terms that only denoted units, like ounce, pack, or case unless the term dealt specifically with the product. Additionally, we had to account for the use of colloquial names for certain products (e.g., washing powder aka laundry detergent). With all these variations, a product may be called by twenty difference names. Many of these names could be found before the store was launched, but some of the variations could only be found when the system was deployed. 4. Conclusion As Aisle411 scales and grows, look for this new innovative service in a retailer near you. And now that the company can serve 100% of the marketplace with its innovative IVR and texting system, it is refocusing on developing a more targeted visual experience and entering the smartdevice users marketplace with new applications for iphone, Blackberry, and Android, including a mobile-web application, texting application, and others. 68

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